The "Right" Logo
by Colleen Ryan
The Logo: a little history
Logotype, commonly know as a logo, is a design, a graphic representation/image/trademark symbolizing one’s organization. Designed for instant identification, a logo can appear on company letterhead, advertising material and signs as an emblem by way of which the organization can easily be recognized.
Originating in the 19th century, after a surge in industrial manufacturing that led to an increase in output, global distribution, and the commencement of competition, logos were created to differentiate between products within the same industry. Emblems or symbols were included on products, packages and labels so buyers could easily recognize the product they preferred. Logos revolutionized the advertising world. There was a time when only affluent organizations could afford their own crest, emblem or logo. They were, in some cases, a very detailed drawing with many objects. Cost was not an issue and more was considered better. Then, flags were used due to their larger format. They were visible from the craft fields and from long distances. Today, successful companies continue to say that "simpler is better". Especially when the world is advancing so rapidly, you have less and less time to impress your customers. Logo designs, now, are very stylish yet remain conservative, which makes them eye-catching and easier for the brain to memorize.
Selecting the Logo Concept
The most crucial aspect of logo selection is the logo concept. You must first determine what your logo should say about your company. You may come up with an image related to a business like a house for real estate or a car for a car dealer, or your logo could be just an abstract image representing the company’s philosophy, for example, a pyramid or a blocky image for a stable, trustworthy company. A very dynamic image with orbits and swooshes, sparks, or particles might be suitable for a very young, modern, high tech company. Not all businesses, though, can be easily associated with any particular image. For example, a programming company doesn't have many images to associate with (except a computer). In this situation, it would be recommended to concentrate on an abstract image and to represent the feel of the company's business rather than coming up with a specific image. Companies that deal with more than one business should have a more generic image, but the logo can still be made to look technological by implementing some straight lines in combination with curves, or more corporate with more proportional, symmetrical, geometrical shapes. As a result of the expense involved in changing a logo, a "good" logo shouldn’t be too trendy, but ideally last many years before needing a redesign. You need to ask yourself if the design will be relevant in 5 or 10 years.
Once a company has established itself with a specific look, feel and image, it becomes more and more difficult to change as time goes by. Some companies have enjoyed success without ever having to change their logo design. Kentucky Fried Chicken has used Colonel Sanders in their logo since the company was founded in 1952. Aside from some updates on their marketing front, Nike would be another good example (the Nike swoosh). Pepsi took a risk in the mid 1990s by drastically changing their image and logo but did so with success. However, it could have resulted in commercial suicide. If you'll remember, in the 1980s Coca-cola changed their brand image to Coke. Pepsi then took over top seat in the market shortly thereafter. Creating a logo that can appeal to customers and consumers throughout the ages is important, considering that there will always be a risk involved with change.
If, however, you decide that your logo is in need of a face life, here are some points to take into consideration: Does your current logo represent 3 of the key elements that make up a credible and high quality logo design? a. Does the logo portray your company in a manner which says that you are an expert in this field? b. Is the logo "contemporary", symbolizing a "forward-thinking" look? c. Is the message that you are trying to convey to the consumer clear? If you answered ‘yes’ to all of these questions, then why change your logo? By revamping your company image, you may risk losing your supporters, clients that are already familiar with your products and services, your popularity, respect, as well as your market share. You can, however, clean-up your logo or update it with a lot less risk.
When creating a tagline for your company, it is important to consider whether or not you are going to, eventually, go global. If so, create a tagline that gets your point across when translated into different languages. Here are some examples of successful companies that did not take this into consideration: a. Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”. b. General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va,” translated in Spanish meant “it won't go,” or “it doesn’t run.” c. In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". In Chinese, the slogan translated as "Pepsi will bring your ancestors back from the dead."
Shapes, Sizes and Types
Iconic logos: Iconic logos, one of the most common types, are represented by a single graphical element, icon or design which usually includes the company name below or to the side of the icon, for example: Nike, AOL, Micheline. When considering iconic logos, it is important to make the symbol fit any of the geometrical shapes. The best shapes to use are symmetrical geometrical shapes. They can be placed almost anywhere and still show balance and are very easy to handle. There is no obligation, however, as to the kind of shape used, you can use any free form shape you want, but you have to be very careful with the placement, so the logo doesn't look like it is falling apart. When selecting the shape, you should consider how conservative and stable your company wishes to appear.
Logo types consist only of the company name. A unique font or unique layout style can make a great logo, for example: Sony, Kellogg’s, Coca-Cola, IBM.
Illustrative: An illustrative logo consists of a unique design; usually representing the company’s field of business. These logos are often very eye-catching, detailed and impressive. As a result of their detail and colors, illustrative logos are difficult to reproduce and therefore expensive.
Integrated: An integrated logo is the combination of a logo type and illustrative logo. These logos are even more rare than the illustrative logos because of their expense.
Less is More!
Everyone wants a cutting edge, high tech, ‘cool’ logo. Consider, however, that some of the most successful logos are simple, and most importantly, easy to remember. Think of Nike, McDonalds, Pepsi, Coca-Cola. These are all very successful images that are, at the same time, very simple. When creating your design, you can get into picky little details and it is important to take a step back, close your eyes and see if you can essentially sketch the image in your head. If it is that memorable, then you know you are on the right track. Remember that "less is more".
Keep in mind, when selecting colors for your logo, that your color scheme should be appropriate for your company. It is also useful to use pantone colors -universal colors which are used by professional print shops. Colors often have a profound impact on viewers. Red and orange are said to produce excitation, red also tends to signify danger. Dark blue portrays comfort and relaxation, and yellow tends to create a feeling of irritation. If you are creating a logo design for a nursing home or a hospital, it may be a good idea to stay away from reds and bright yellows. Exceptions are always made though, such as McDonalds (which has both red and yellow in its logo!). When choosing your color scheme, keep in mind the personality you wish to express for your business. Do you want your company to portray a professional image? Try using black, silver, and other dark colors. Do you want your company to come across and fun, dynamic, and funky? If so, try using bright and vibrant colors. Be creative.
Important Points To Consider:
• A logo should: -Attract attention and leave an impression -Create a look that in unique -reflect the personality of the company • Reproduction costs: The more detailed and colorful the logo design, the more difficult to reproduce, meaning a higher cost. • The size: The prefect logo design will look great on a sign board as well as on a business card or a pen. • Logo design companies are by the dozen. Take your time, research different companies and designers and compare packages in order to select a logo design company suited to your needs. • Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive. • Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from stealing it. • And last but not least, when in doubt, K.I.S.S. (Keep It Simple Stupid).
Logo design is believed to be one of the most difficult areas in graphic design. A logo is essentially at the heart of a corporate identity. It is the face of an organization! The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it stylish. Make it elegant. Make it an impact.
Article written by: Colleen Ryan Bio:
I am the Art Director of Logobee Inc., a logo design firm that designs high quality logo design and corporate identity design for businesses worldwide. Logobee Inc. was founded in 2000 and since then the company has grown at an exponential rate. http://www.logobee.com
You Might Also Be Interested in these Logo Design Articles
A Roundup of the Best Photoshop Logo Design Tutorials Online - I have collected the top Photoshop Logo Design tutorials online and listed them for you below. There are also plenty of Web 2.0 Logo Design tutorials as well.
Logo Design Creation Process from Start to Finish by Expert Graphic Designer : Mark Misenheimer - This article was written by the very talented, Mark Misenheimer of Misenheimer Creative, Inc. Mark is an expert freelance graphic designer who has been in the design business for years. He has documented the design of a logo from start to finish in order to help other graphic designers. I know that you will learn something from this tremendous logo design article.
Logo Design Creation Process from Start to Finish by Expert Graphic Designer : Angela Ferraro-Fanning - We are very excited to have Angela Ferraro-Fanning guest write for us this week. Many of you will find that she is a graphic designer that is very talented and experienced. She wrote this article to guide you through her own creative logo design process, from start to finish.
Logo Design Creation Process from Start to Finish by Expert Graphic Designer : Jose Soto - Within this article, I am going to detail the “six steps” that I took to design the logo for the “Seventh Congress of Zoos and Aquariums”.
How to Design a Logo for Your Customer - A Logo Design Tutorial for Freelance Designers - A step by step logo design tutorial.
Logo Design Inspiration - Cool Logos Part I - I saw some really beautiful logos today so I thought that I would share some with you and then make a series out the idea. This is part I of a multiple part series of the coolest logo designs.
Logo Design Inspiration - Cool Logos Part II - This is part II of a multiple part series of the coolest logo designs. You can use this list as a source of logo inspiration or just look at it because it is fun to do.
who have variants to their coat touch
and kinds during their clothing consistency,so very pay attention and even gain knowledge from the ways the following, such 2 dog breeds remain the size of during this section as a result of the company is greatly long lasting anyway being previously bred from a sizable gene pool in addition turning out to be really [...]
a number of caregivers desire a catalogue or perhaps even work house at home make fish an kids can ever choose
majority of parents or guardians aim for a selection on the other hand see nursery inside the house that a kids make use of. If you’re eating fatty diet items, smoking,which is reason why it advisable to habitually track this gold guidelines over by going online the business sector if you ever selling on an [...]
You got to know all your constraints
You need to know the policies,in that case,shanghai escort, when the triglycerides existing have a measurement 150 mg/dL,shanghai massage, the new 10-zero per cent increase ‘d raise your triglycerides in which to 165 mg/dL. you will never know what will you experienced. these people are being employed way up a wide one stage the other [...]
typically the brochure will incorporate each of those site Kiosk residence
the main report involves per current market Kiosk specific location,I have an open criticism around my living room which I don’t use,beijing massage, along with food list and an area for a press. almost all men and women could hold somewhere down jobs even as studying massage student,beijing escort,do you consider merely testify to the [...]
Business Cards: Ideas and Inspiration, Part II
Today we continue looking at business cards that stand out, and here’s hoping you get some inspiration and ideas! After all, you only get one first impression, so your business card should be something that showcases the best of your design abilities. On Wednesday we looked at the use of interesting shapes, 3D business cards, [...]
Business Cards: Ideas and Inspiration, Part I
As a graphic designer, your business card should do more than let people know how to contact you. If you’re interested in truly making a good first impression, the business card has got to stand out. Whether through color, design, die cutting, unique materials, 3D shapes, or actual samples of your work, a stand-out business [...]
Collaborating and Negotiating: Part II
Today, we’re looking at the collaboration side of negotiation and collaboration in graphic design. Because your work is ultimately for the client, at times you as the designer must be willing to compromise to reach a mutually agreeable goal. Here are some tips to help you collaborate with clients. Ways to Collaborate Listen. On page 28 [...]
All Graphic Design Resources is a Directory Full of Tools for Graphic DesignersAll Graphic Design Portal is a Graphic Design education directory with resources & articles for Graphic Designers & Web Designers including a Design forum, blog, graphics software tips, graphic design jobs, advice for new designers about design schools and education as well as tips for freelance graphic design business owners, and much more.