The importance of great logo design
IntroductionLogos 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 DesignOne 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.
MemorableOne 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.
SimpleA 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."
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 WinfieldBlack 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.
- In one color?
- In a reverse color?
- The size of a postage stamp?
- As large as a billboard?