The importance of great logo design
Logos can be considered as a brand’s name card and the visual representation of their marketing efforts, and they resonate with consumers on a variety of fronts. The design process must be aimed at making the logo immediately recognizable, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand or economic entity, and its shapes, colours, fonts, and images usually are different from other logos in the same market niche.
Logos are used to identify.
Tailorbrands states that a logo is a company’s first introduction to consumers. While this is not the only factor consumers consider when shopping, a logo can be an appealing invitation to learn more. Well-designed logos tell customers about a company with colours, shapes, and different fonts. Moreover, a visually striking image can intrigue customers, leaving them curious about the company behind a bold design.
Creating a logo design is a vital part of your company’s marketing efforts. Ignoring the design aspect to cut corners, save money, and shorten the design time frame can have more expensive consequences down the line. A company with poor design and branding can become associated with their worst efforts, making it hard to shake the negative image. On the other hand, a memorable logo can serve as a springboard for a new brand strategy and can redefine a company’s image to consumers.
Effective Logo Design
One of the vital steps in building a successful brand for your business is the company logo as this often forms the first impression of your company. After spending quality time researching and choosing a business name, the logo will be the piece that carves out a memorable part of your business in the customers mind once they start associating your company with the logo. Great logo design is more than just displaying your name in an appealing font. They say people form an opinion of a company within the first few seconds.
Powerful logo design should be strong and balanced without clutter to distract from its message. The following are solid guidelines for inspiring logo design and your branding.
- It should be distinctive and easy to spot at a glance.
- The visuals and imagery should be appropriate for your company.
- It should work in harmony with your company name.
- Your logo should always be created in a legible font.
- And finally, the logo should look great in black and white as well as colour.
These are the basics. During the logo design process, every single part of the process should be carefully thought about and experimented with. For example, did you know that even the font that you choose can help customers form an opinion of the service they may receive at your company? Colour should also be a major decision regarding your logo. There are many colour theories that prove that colour can seriously affect the viewers desire, trust and willingness to use a particular business. For example law and financial companies tend to favour strong powerful colours to project trust and stability. Natural health companies favour green to show the vibrant, earthy nature connection. Choose a logo created by a professional designer that understands the important factors of logo design to fit you with a logo that works for your company and brand. You will be more likely to be remembered and recognised by your existing and potential customers and build confidence in buyers that they are choosing the business that is right for them.
One of the most important aspects of a good logo design is that it is as memorable as possible. And the trick here is to keep it simple. Surprisingly, a simple logo can still adequately reflect the values of your business.
According to American Marketing Association (AMA), this year the global brand strategy, design and experience firm Siegel + Gale released “Logos Now,” a study that measures how logo styles evoke distinct brand perceptions and personalities—in other words, what makes logos memorable.
The study found that the most memorable logos in the U.S. and U.K.—Nike, Apple, Coca-Cola and McDonald’s—have several common characteristics: namely, they are simple and deliver positive brand benefits. The study also found that consumers are more likely to attach positive attributes to familiar logos, and find brands with familiar logos to be trustworthy, respectable and reliable.
A great logo is not only instantly recognizable; it should also elicit an immediate emotional reaction. When the logo is simple in design, the mind is able to process it more quickly and efficiently so that your emotional side is able to take over. Yet when a logo has a complicated design, it requires too much cognitive processing for it to have much of an emotional impact.
A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message. A logo should be able to be printed at any size and, in most cases, be effective without colour. A great logo essentially boils down to two things: great concept and great execution.
Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn.”
Simple designs are typically the most attractive. Besides, the beauty of a simple logo design is that it requires less cognitive processing. Your logo should say it all. The instant people see your logo, they should have all the information they need to have a complete emotional reaction. This is the moment they make a decision about you, good or bad, according to the source.
For Audi, the iconic four interlaced rings, which are now symbolic of Audi, did not come into existence until 1932, when Audi merges with DKW, Horch, and Wanderer to cut costs in reaction to the depression. The rings were meant to symbolize the unity of the companies, which also comprised the new Auto Union AG.
Color is very subjective and emotional. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements. I will not even consider submitting color suggestions to a client for review until they have signed off on a final black and white logo.
— Patrick Winfield
Black and white logos have always been popular for their versatility, ease of reproduction, and beauty. Even in the modern world of instant colour prints and neon flashing at every corner, a basic black and white design can be a huge success.
The suggestion might not be applicable for particular industry or type of business, while the practice is becoming more and more popular in recent years. Many luxury brands have picked up on this fact, and choose to represent themselves in black and white.
According to the source, an effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size. Ask yourself, is your logo still effective if it is printed…
- In one color?
- In a reverse color?
- The size of a postage stamp?
- As large as a billboard?
One way to create a versatile logo is to begin designing in black and white. This allows you to focus on the concept and shape, rather than color, which is subjective in nature.
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