Logo creation, the rules to follow
Your logo is often the first interaction potential customers have with your business, which is why it is essential that it gives a favorable impression or you risk losing the sale. Beyond your customers, it is also aimed at prospects, suppliers, associates or even the press. It is good to take into account that it will be present on all of your communication tools and therefore on generally varied media (business card, letterhead, website, clothing, envelopes, leaflet, etc.)
Your logo design should therefore reflect your business in an honest and unique way. It should help your business stand out in the crowd while allowing the audience to easily identify your industry as well as your positioning against the competition.
A SIMPLE BUT REMARKABLE CONCEPT
Creating a logo that is simple in its concept does not mean simplistic. The perception of your target will be even more fluid and will allow to be recognized by the greatest number. This also makes it possible to have a scalable logo that can look great both in very large on display or signage media, but also in very small on stationery or goodies. That is why it is recommended that you test your logo in smaller sizes and also specify in your brand’s guidelines the smallest use allowed.
Over time, most of the globally recognized brands get simpler and simpler.
It is important to make sure that your logo also works well in black and white, this version often allows you to better see the impact of it. These different versions must be developed simultaneously so as not to have any surprises once a final version has been validated.
KEEP YOUR BALANCE SO YOU DON’T DISTRACT
Illustrations or graphic symbols of the logo must be balanced. If you look at the logo, the eye should see the image harmoniously. Neither section of the logo should dominate the other. This is the case with any pictorial work, the greatest painters in the world mix certain colors so that none stands out too much to distract from the overall painting. It is also essential to use your logo always in a consistent way, not to modify your logo according to the different supports on which you wish to use it, and to apply rules in the space reserved for this one. For example, you can decide that your logo can never cover an image and that it should have free space around it.
RELAY A SENSE, A MOOD OR A FEELING
Some names have little to do with the product itself, in this case the execution of the logo gives an idea of the ethos of the brand. The Lego logo, for example, is written in a very playful typeface, using primary colors (red and yellow). It immediately conveys a sense of fun, youth and play despite the fact that the term Lego does not mean any of these.
A LOGO THAT STANDS THE TEST OF TIME
Your logo should be designed to stand the test of time. Make sure that your design doesn’t overtly use current fashion trends, otherwise it can quickly look dated. As said above, it is always better to focus on understanding the concept rather than on the purely aesthetic aspect of the final rendering. The purpose of a logo remains rapid identification, it is not intended to be itself a decorative element.
Don’t try to say everything about your business in your logo design. There is a tendency to want your logo to say everything about your business, but remember that it will rarely be seen on its own unless you are sponsoring something.
YOUR BRAND ALIGNMENT
It is essential to ensure that your brand’s personality is aligned with the look and feel of your logo and other brand elements. For example, if your brand contains the word “elite” or “luxury” and your logo looks cheap, based on the discount graphic codes, it won’t look aligned.
TYPOGRAPHY AS AN IDENTIFIABLE ELEMENT
Choosing the right font and the right size is an important decision. Some of the more famous brands use a font logo design only, like Nutella, Facebook, and Prada. If you are branding only with typography, it is recommended that you use a custom font so that your logo is unique and different from other logos. You can even choose to hide a shape like the arrow in the Fedex logo. You can also incorporate a graphic symbol into your typography like Amazon and the arrow going from A to Z.
RESEARCH AND DESIGN
Nowadays there are many inexpensive and accessible ways to create logos such as uploading logos or worse using royalty free images or icons. If you are looking to create an impactful brand, you are strongly advised not to resort to these cheap tactics. Is it unique? Has this already been done? Is this a visual cliché? These are questions that should be asked about any logo design. The creative process is usually 90% research and 10% design.
YOUR LOGO NO LONGER MEETS YOUR EXPECTATIONS?
At Web Creation London, we take the time to get to know you, your business, your customers and your goals. Our logo design process begins with learning more about you. We offer quality and tailor-made service to ensure your business receives the attention it deserves. If you would like to know more about our visual identity creation services, contact us.