Logo is the visual entity signifying an organization, logocanal, business, brand, company, etc. Logo design is the most important department of graphic design. A logo is the central element of a complex identification system that must be functionally extended to all communications of an organization or business. Therefore, the design of logos and their incorporation in a visual identity system is one of the most difficult and important areas of graphic design. Logos fall into three classifications (which can be combined). Ideographs, such as Chase Bank, are completely abstract forms; pictographs are iconic, representational designs; logotypes (or wordmarks) depict the name or company initials. Because logos are meant to represent companies’ brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.
Designing a good logo often requires involvement from a marketing team teaming with the graphic design studio. Before a logo is designed, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group. Broad steps in the logo design process include research, conceptualization, investigation of alternative candidates, refinement of a chosen design, testing across products, and finally adoption and production of the chosen mark.
Your logo should be five key things. We’ve covered these before in our 7 Steps to a More Effective Logo post, but let’s have a quick refresher…
Your logo must be memorable. If people can’t remember it, what’s the point in it? By being memorable, you build recognition. And to be memorable, your logo must be…
The simpler the better. Reduce your logo down until only the heart of the design remains, then ask yourself “does it still represent our business?” If so, then you’re onto a winner.
Your logo design will be used across a huge range of platforms. From your website to social media, to press releases, and huge billboard designs. So it needs to be versatile. Your logo design should work at 2mm x 2mm as well as 100m x 100m. On that note, make sure you have your logo design as both a raster and a vector format. Raster is a file format such as JPEG or PNG. Vector is an EPS or Illustrator file. Your designer should provide you with both.
You need your logo to be appropriate. In the Financial Sector? Possibly not bright pink. Although maybe your brand has been setup to be radical and different, so pink would be a great choice! Funeral director? Let’s stay away from Comic Sans and bold colorful typography. Appropriateness is key. You don’t want to turn off your potential customers.
Timelessness in a logo design is vital. And I feel there’s a bigger post coming here, but design “trends” are rubbish. Stay away from them. Coca Cola’s logo has barely changed. Because it never goes out of date. It doesn’t follow trends. It’s consistent and therefore remains relevant. Following stupid online logo design trends is a surefire way to guarantee you need to redesign your logo next year. Therefore losing any brand equity or brand loyalty you’ve built with your customers.