What is a logo?
To understand what a logo is, we must first understand what the main purpose of the logo? The design process should aim to make the logo immediately recognizable, inspire the trust, admiration, the loyalty, and an implied superiority. The logo is an aspect of the trademark of a business or economic entity.
Its shapes, colors, fonts and images are generally very different from other logos in the same niche of a market.
Logos are used to identify.
“A logo is a flag, a signature, an escutcheon, a sign. A logo does not sell (directly) it identifies. A logo is rarely a description of a business. It gives meaning to the quality of the thing it symbolizes, not the other way around. It is less important than the product it represents. What it represents is more important than its appearance.”The object of a logo can be virtually everything. >> Paul Rand
What makes a good logo?
A good logo is distinctive, appropriate, practical and simpler in shape. It transmits the message wanted by the owner. A concept is usually found behind an effective logo, and it communicates the desired message. A logo should be able to be printed at any size and, in most cases, be effective in black and white.
A good logo basically consists of two things: a good concept and an excellent execution.
The process of Creating a logo:
Some wonder why it is so difficult to create a good logo. They seem easy to do, so no problem, right? When you see only the result of a graphic designer’s efforts, creating a logo may seem like a simple task. But this is not the case.
“A logo requires creativity and reflection, and many elements combine to create a good one.” >> Harrison Mcleod
Below are the typical processes that professional logo designers follow. With practice, you will probably develop yours.
Conduct a questionnaire or an interview with the client to define the specifications.
Research the company itself, its history and competition.
Problem-solving first, then design.
Observe the logos that have been successful, current styles and trends that may relate to the specifications. Follow the trends, not for their own interests, but rather to be aware of these: longevity in logo design is the key.
4. Sketch and concept
Develop the concept of creating the logo around the brief and your research.
This is the most important part of the creative process. Be creative and be inspired.
“The sketch phase is not a waste of time and it’s a very good way to put your ideas directly on paper. After that, it is always easier to design efficiently on a computer. Sketching allows you to develop your imagination: when you understand it, you will always start from a blank sheet. >> Dainis Graveris
Take breaks throughout the design process. This leaves time for your ideas to mature, renews your enthusiasm and allows you to ask for opinions. This also gives you a new perspective on your work.
6. Revisions and Positioning
Whether you are positioning yourself as an entrepreneur (ie getting instructions from the client) or building a long-term relationship (that is, guiding the client to the best solution), reworking, Improve the logo if needed.
Present only your best logo to the customer. PDF format generally works better. You can also apply the logo on objects or in situations, which will help the customer to visualize more clearly the identity of the mark. Preparing a high-end presentation is the most effective way to get your customers validated.
8. Delivery and support
Deliver the appropriate files to the customer and provide all necessary support. It is better to promise less but provide more. When you’re done, enjoy yourself, relax and then start your next project.
5 Principles for Effective Logo Design
A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the message wanted by the owner.
You must follow the five principles below to ensure that your design meets all of these criteria:
Simplicity makes a logo easily recognizable, versatile and memorable.
Good logos include something unexpected or unique, without being “discovered.”
The principle of memorization follows closely the principle of simplicity.
An effective logo creation should be memorable, simple but appropriate.
An effective logo must be timeless. Will it stand the test of time? Will it still be effective in 10, 20 or 50 years?
“Leave the trends to the fashion industry. Trends come and go, for jeans or a new dress, that’s fine, but when brand identity is concerned, longevity is the key. Do not follow the mass. Stand out. » David Airey
An effective logo works on a wide variety of media and applications. This is why logos must be designed in vector format to ensure that they can be used at any size.
The way you position the logo should be appropriate to its target audience. For example, a font and childish colors would be appropriate for a toy store logo, but not for a law firm.
A logo does not need to tell what the business does. A logo for a restaurant does not need to show food, a logo for a dentist does not need to show teeth, a furniture store logo does not need to show furniture. The fact that it’s relevant, does not mean you can not do better. The Mercedes logo does not represent a car.
Ask yourself, your logo is always effective if printed:
- In one color?
- Inverted color (ie, light logo on a dark background)?
- At the size of a stamp?
- Large as on a billboard?
To create a versatile logo, it is recommended to start designing it in black and white. This allows you to focus on the concept and form, rather than color, which is subjective in nature. Keep printing costs in mind: the more colors you use, the more expensive it will be for the business in the long run.
Familiarize yourself with the commercial printing process so that you do not encounter any problems when printing. Learn the difference between CMYK, RGB, and Pantone color systems.
This is the most frequently asked question. For example, go to a real estate agency and ask the question ” How much does a house cost? “Or at a car dealership to ask” How much does a car cost?”
How much does a logo design cost?
You should take into account a number of factors in consideration when designing a logo such as:
- The number of proposals,
- The number of modifications,
- The search time,
- The size of the company,
- The type of files delivered.