10 rules for creating the perfect logo

by Kate Summel Sport

To begin with, I propose to answer the question: What is a logo?

At first glance, this is a very simple question. Of course, this is the icon in the upper corner on the TV screen, on the box with crackers, on the refrigerator door between souvenir magnets, on a pack of cigarettes ... However, not everything is so simple, the word "logo" has a lot of meanings. As well as there are tons of words that describe what is usually called a logo. If we want to find out what should be paid attention first of all, and what is called competent creation of a company logo from Turbologo , this short educational program will come in handy.

Mark - sign or stamp

A recognizable symbol that is used to identify the owner or authenticity of a product. As you might guess, stamps have been in use for a very long time. They marked their livestock, pottery, etc. It is a known fact that Indian artisans signed their works 3000 years ago before being sent to Iran. And even in those days there were fakes. In its pure form, few people now use pure Mark to identify their products. Nevertheless, within the framework of the brand book, I always prescribe methods for applying elements of a logo or a corporate badge (separately from the inscription). For example, this is used when creating a branding pattern.

Trademark - trade mark

A name or symbol used to indicate that this product is manufactured by a specific company and is legally registered. Indicated by (TM) in a circle. We will not list trademarks in this article. Each of you can easily name a dozen, because they are in plain sight and heard.

Wordmark is a trademark

A trademark usually consists of the name of a company, written in an original font designed specifically for that company. Benefits. Logos have become so widespread in our world that it has become very difficult to distinguish one symbol from another. Using a company name solves the identification problem. But there are also disadvantages, if the level of performance is not high, then a trademark without a symbol does not have a sufficient amount of charisma and its level of memorability is significantly reduced.

Symbol - symbol, graphic element, emblem

The symbol is an iconic (graphic) part of the logo. Recently, we increasingly come across examples when the graphic part of the logo can be used independently without a trademark. Nike stroke, Apple stub, etc. Benefits - A picture instead of a thousand words. It is often easier for a person to see a familiar symbol than to read a company name. In addition, recognizable symbols give a certain sense of belonging to something great. You will notice that the vast majority of lovemarks (top-level brands) use symbols. What would you like to see more on your tablet - a bitten apple or a small inscription "apple Inc"? The disadvantage is that if the company is not well known, then the symbol should not be used without the support of the trademark, otherwise people will simply not be able to remember the name of the company.

Monogram - monogram

A design or pattern of one or more letters. These are usually initials. Monograms are used to identify a company, person, object, or idea. The advantages of the monogram are that its use solves the issues of readability, the memorability of monograms is also at a high level. However, as a rule, monograms pretend to be real logos and here the excessive simplicity of execution is no longer in their favor. These "logos" will look better on hotel towels or spectacle showers rather than on corporate brochures. The initials carry too little meaning, much less subtext. Recently, clients are increasingly asking a question about the possibility of registering a logo created in our studio. Of course, you can register as a trademark not only the name of the company, but also its graphic spelling (logo).

So, create a logo.
1. Competent briefing. Who? what? why?

Before you start building a brand, you need to ask and get intelligible answers to the following questions: "Who is the client?" "Who is the target audience?" "What do you need to get in the end?" The creation of a logo should organically grow from the answers to these questions, and not impose its solution to the problem with various graphic elements. The problem itself should dictate a graphical solution. Unfortunately, this is often ignored or misinterpreted. This does not mean that you have to obediently fulfill every whim of the client. This does not mean that design thinking should be sublimated. This means that you need to get as much information as possible, analyze it, define the criteria, and create the only correct creative solution.

Now more about the questions and answers. Who is the client? In its simplest form, it refers to the company's values, positioning and its goals. Who is the audience? You can approach this issue from a demographic point of view - women 19-34, or psychographic - athletic physique men who prefer adventure. And even more specifically - who makes the final decision on the logo? Is this the CMO who hired the agency to create the logo, or is it the owner of the company that none of the agency has ever met? And the last thing - What do you want to get in the end? Will creating a logo be the solution to all problems, or is it really a poor quality product, unskilled staff, or a failed management? Maybe the new logo will just get bogged down in the bog of the advertising department, led by a non-professional manager? The answers to these questions will help solve these problems before advertisers and designers rush into the loopholes. One amendment is that the client's current business can be radically different from his plans for the future. Therefore, it is worth clarifying what the client expects from his business in the next five to ten years. Any company develops and changes. Company size, product line and needs are in constant flux. While the client actually has only a small regional business with one product in the line, his goal may be to take over the market and increase the product line. But human nature tends to focus on current needs and the task of the designer is to guess the client's future needs. Working on a logo design? Try our free online logo color matching service.

2. Logo Creation - Identify, Don't Explain

We are known by our name: Ivan, Peter, Elena. We would hate to be described as "that guy who lives on Lenin Street and works in a pharmacy" or "that woman with straight hair who owns a transportation business." This is too long, in places it is not pleasant and is easily forgotten. Likewise, the logo should not literally describe the client's business. The development of a company logo is the creation of a certain identifier. Many clients would like their logo to reflect every aspect of their company and this is only natural - they are proud of it! But this is very problematic and usually leads to the fact that the company's image is blurred. The logo is a sign that identifies a company and reflects its positioning and values. A logo is a kind of link, a visual language that is quickly recognized and remembered. Don't confuse the viewer with lengthy explanations about all aspects of your company. It is much better to address the consumer with a simple and clear message.

3. Logo Creation - Become aware of the shortcomings
As much as we would like - logo creation is not a wave of a magic wand. A logo cannot make a bad product successful or save a company run by a shortsighted manager. However, a well-designed logo design will always help a good product realize its full potential. Smart design combined with the right advertising campaign can make a huge impact. The logo gives direction, supports positioning and stimulates the first purchase, and only the quality of the product and service will make the consumer come to you again and again.

4. logo maker - Keep It Simple

There is a lot of debate in design circles about the appropriateness of complex visual shapes in logos. Over the past 50 years, the idea of ​​a logo as a visually complex and bulky element has almost disappeared. Of course, the message should be the most important part of the logo design, but the form should also appeal to the viewer.
It's nice when a logo is visually appealing and aesthetically pleasing, but logos are most successful when they are simple and dynamic. Unfortunately, there has never been a client who considered his business simple. Products, services, and companies are complex in nature. People interact, natural evolution changes internal culture, and society as a whole is constantly changing. The logo, however, must remain a clear identifier of the customer. Because the logo will only be visible for a moment and the use of easily recognizable shapes is very important. Remember that the logo will also be constantly abused ... either by the manufacturing process or the creative mind of the designer. A simple form will survive these influences, while a more complex form cannot.

5. Focus on memorability
If we try to understand how our memory works, then we will see 4 main processes of memorization: (1) A person perceives shape and color. All our visual sensations are based on this. Square and red, or round and yellow? The way we read letters, how we identify faces, shape and color is the basis of this skill. (2) After the shape and color of the shape have been determined, we look at it in the context of historical continuity. We ask ourselves, "Does it look modern, Victorian, or Medieval?" "Does this have anything to do with me at this time?" (3) We then use the information we have to form a value. We were taught very specific ideas from infancy: blue is male and pink is female, red light means stop, green light means go. (4) The meaning of such mnemonics is closely related to emotional association. This can be very personal and difficult to predict. If you were hit by a green car when you were a child, you may have an aversion to green objects. If your mom prefers Chanel # 5, you may feel warmer (or other more complex emotions) seeing the Chanel logo. Awareness and use of these four attributes provides all the tools you need to design a company logo in a memorable context. At the same time, creating a logo implies creating emotional involvement. If your mom prefers Chanel # 5, you might feel warmer (or other more complex emotions) seeing the Chanel logo. Awareness and use of these four attributes provides all the tools you need to design a company logo in a memorable context. At the same time, creating a logo implies creating emotional involvement. If your mom prefers Chanel # 5, you might feel warmer (or other more complex emotions) seeing the Chanel logo. Awareness and use of these four attributes provides all the tools you need to design a company logo in a memorable context. At the same time, creating a logo implies creating emotional involvement.

5. Creation of a company logo - Ask a question

When we eat something, our consciousness asks "What is this taste?" and the receptors respond - "This is chocolate." The same happens when we watch TV, listen to music or read a book. This is part of our thought process. The books and television programs that we find the most uninteresting are often the most predictable. If the viewer knows all the facts there is no particular reason for him to process the information. On the other hand, if some questions remain unanswered and the viewer has to answer on his own, he will be forced to spend more time and, therefore, let the object into his comfort zone. However, there is an extremely thin line, between a question that invites reflection and an insoluble question. A visual solution that will take hours to interpret

6. Make long lasting design
Every hour we are attacked by an endless array of images and ideas. Our visual landscape consists of billboards and signage, television commercials, printed advertising, packaging messages, and other forms of visual communication. Almost every one of these messages goes with a logo, but many have little impact and are quickly forgotten. Ideas that impress are ideas that resonate with us emotionally. Style and newfangled trends can be extremely tempting, but they rarely have a lasting emotional resonance. Once logos had to have b / w writing for faxing, then 3D logos were in vogue (thank God, this fashion quickly passed), now many logos are not even used on paper, which makes it possible to develop video logos. Logos, which are the result of the concentration of "formal" rather than "conceptual" ideas lose their relevance over time. A logo must be able to convey its message over a long period of time, and it must be able to adapt to cultural changes. If the idea is based on the idea that "this is such a cool font and a great new trend," then over time, such logos become embarrassing and have to be redone. Logos designed with an emphasis on the current trend and tendencies often quickly become outdated and look "weird". Few customers want their logo to be perceived as outdated or odd. This does not mean that you do not need to follow the fashion.

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About Kate Summel Freshman   Sport

6 connections, 0 recommendations, 29 honor points.
Joined APSense since, June 23rd, 2019, From Charuba, Angola.

Created on Feb 3rd 2021 12:32. Viewed 292 times.


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