Logo Design Theory
April 27th, 2010 | 
Author: Logo Design Theory
Logo Design Theory:
A logo always represents a brand. One of the 20th century’s most influential designers Milton Glaser said “The logo is the entry point to the brand.” That statement perfectly defines the position your organization’s logo should have and the part it plays in your visual portfolio. Identity designer Alison Hulett said “The logo or trademark is without a doubt the ultimate branding’ tool.
The research that is necessary to create an effective brand starts with your design savvy. Next you must investigate the company for which you’ve been commissioned to design for. Let me make clear that learning about a company cannot be done by simply nosing about for an hour to see how it ticks rather it must be thoroughly understood from the perspective of its clients. What do they want? What are they looking for and what do they see when they look at your client’s business? By speaking with employees owners partners and clients mingling these interviews with solid facts about that particular industry you end up with solid clues that will help guide you to the beginnings of a successful business.
The word “logo” means a name symbol or trademark designed for easy recognition. The use of logos goes back to the early days of the Renaissance around the 13th Century. Goldsmiths masons paper makers and potters were among the first tradespeople to use markspressings into gold chiseled symbols watermarks on paper and simple thumbprints on pottery. Trademarks are still used for the same reason they were established centuries ago: to provide an easy method for recognizing a particular product. These “marks” made it easier to differentiate a quality product from one that was not well made. The value of the craftsmanship represented in the gold paper stonework pottery etc. could be expressed through the special distinctive mark on the product.
Where one logo succeeds for a restaurant the same likely will not be true if used for Wall Street simply because the needs of the clients are different. People looking for a place to eat may be looking for good food a comfortable environment and all for a modest price. A logo that communicates this feeling will draw new clients while one that appears too rigid and all business might turn them away.
It’s still helpful to think of a logo in those terms: your logo is your symbolyour markof guaranteed authenticity. A simple swoosh on a pair of athletic shoes transforms those modest sneakers into desirable quality footwear with an unspoken guarantee of “authentic athletic performance.
If a logo meets the need of the company and keeps the target market in mind is visually striking and illustrious can be easily reproduced uses a limited number of colors for reasons of reproduction costs and still looks firstrate when scaled down then you have yourself a winning brand.
Logos are still the front door to products and services today. The logo or mark of an organization is often the very first impression a potential customer or supporter has of your organization. That’s why it’s important that yourlogo is an accurate representation of your mission. And for service organizations with “invisible” offerings the logo often represents the offerings. So don’t underestimate their importance.
Some Logo Criteria
Here are five things to keep in mind when evaluating your current logo or considering a redesignto align your logo with your brand essence.
- Your logo should be simple and readable. The viewer should “get it” immediately and be able to get a “sneak peek” into your brand through the mark itself. The challenge then is to create a logo that is simple and immediate without being boring or institutional.
- Your logoshould convey a sense of emotion and personality. Think of it as the layers of an onion. As you peel away each layerthe typography the symbols the shapes and textures and color paletteyou learn more and more about the brand the company behind the logo.
- Your logo should express the appropriate tone and voice articulated in your brand strategy. If a businessman walks into a boardroom with a loud and garish pink flamingoprint tie that tie would speak clearly to everyone in the room even before the businessman uttered a single word. Conversely a conservative silk tie will “speak” in an entirely different voice. Your company’s logo can act as the reputation that precedes you into the marketplace.
- Your logo should be flexible and work well in a multichannel sales environmentnot just on letterhead and business cards. It should work in all mediums from black and white tiny lowresolution fax web and fullcolor printing. With today’s broadband delivery animated logosor avatarscan also be a desirable option.
- Your logo should look different than other logosespecially those who share your same marketspace or prospect base. Having a “me too” logo design will weaken your organization’s uniqueness and the differentiation you tried so hard to establish in
A Critical Starting Point
If your company is struggling with any of these attributes don’t even bother exploring a new logo design. First conduct or host a brand strategy workshop. And if you do have a solid brand strategy please don’t let a wellintentioned designer screw it up by not considering the importance of expressing that strategy visually.
When done correctly this synergy between brand strategy and logo design is referred to as “trade dress” or “visual identity.” When done well a good logo will be easy to read and understand express your unique positioning work in multiple channels and convey your company’s voice and tone. Companies like logogreets.com does excellent online logo design services.
Your logo must also be emotionally charged as it is often the very first thing a prospect client sees of a company and will likely make their impressions based on it from there. If stability is what you wish to convey then you will need to work the logo so that it instills that kind of an emotional reaction from the viewer.
Some basics
A basic starting point is to choose your fonts serif or sans serif and set your color scheme. If you have already determined the emotional goal of your logo then font and color choice will be more about finetuning rather than any kind of struggle. It is essential to have a basic understanding of color otherwise you may convey the wrong message with poor color choice so take the time to update your knowledge base on the subject whenever you can.
Consider your shapes carefully. Rounded edges versus sharp corners can mean the difference between aggressive and passive messages. If the company you are designing the logo for wish to convey action and excitement then using smooth curving shapes may not be the proper solution.
There are basic tricks to use during the process of designing a logo to ensure that it is not only aesthetically pleasing but also balanced. Try simply turning your design upside down to test the shape of your design and then look at it in a mirror. If the paper is thin enough I also put it up against a window imageside down in order to see through the sheet. Without realizing it we sometimes load our shapes and text too much on one side and by using these tests you can help prevent such occurrences.
One of the strongest methods of breaking down a logo to find its finer points is to get opinions. Approach your peers and have them analyze your work. Often they will see things you have overlooked and advise solutions. Although you should prepare yourself for the critique as it is never easy to take and in the wrong frame of mind you might take the wrong advice. By keeping an open mind and being confident in the parts of your design that work you will avoid feeling defeated and instead will flourish with the new ideas and advice.
For online logo design services visit www.logogreets.com
About the writer: A Engineer by profession..with little bit of art in the heart..and lots of love towards nature and literature.
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