Creating A Logo That Is Right For Your Business
Much has been said and written about how to logo design. The logo should be universal, simple in form, easy to remember, and look great in various applications. In today’s article, I decided to gather some of the most important aspects in my opinion that will help you create better signs. There are many FREE logo creators online. But they do not include the feeling a business owner or designer can input into the creation of a logo.
A good logo should be simple and fashionable
It is easy to prepare a sign that will fit into current trends, it is more difficult to propose something that will be remembered for a longer time and will not have to be changed in a few years. Rebranding in most cases (especially in large companies) is associated with considerable costs, therefore, for the benefit of the client, when creating a mark, we should strive to ensure that it lasts as long as possible.
Speaking of the simplicity and legibility of the logo, it is worth taking a look at the study prepared by the Signs.com website, in which the respondents were asked to draw the signs of popular brands from memory. Although it might seem that it is a trivial task, most of them had a problem with it.
Comparison of the reception of different brands
By analyzing the results, we can easily see that the simpler the form, the easier it is for us to remember the sign. The participants of the study had a problem with more colors, more complicated typography (combining upper and lower case letters), and details – see how poorly the Starbucks logo is compared to this list. On the other hand, Ikea or Target, having a logo that can be easily described in one sentence, proved to be perfect. The signs of large companies operating on the market for a long time can be a good inspiration. In one of the articles, I collected timeless logos that have survived unchanged for over 50 years – it’s worth seeing what they are characterized by.
Colors and Shapes
Gradients, shadows, complicated linear compositions are something that can be tempting, but very often it turns out that there can be more problems than good. So if you decide to use this type of solution – always remember that the sign you create can be later transformed into a flat, one-color version.
Geometry comes in handy when designing simple signs – creating them with the use of basic figures imposes certain limitations that enforce the simplicity of the final result. However, based on this type of form, it is easy to go to the extreme and unknowingly commit plagiarism, so before returning the file to the client, it is good to verify the uniqueness of our mark.
Speaking of the simplicity of the logo, it is worth stopping for a moment on minimalist signs consisting only of text. This is a good solution, but it is worth remembering that the projects created in this way are definitely less characteristic. Therefore, it is always worth trying to creatively modify a sign (for example a specific letter) or combine it with a more bold visual identification. It will also be a good idea to prepare a simple symbol for the client – an abbreviation that he can use as a favicon.
How to design a simple logo
- Limit yourself to a maximum of three colors.
- Design so that the logo can be presented in a single color if desired.
- Avoid a large number of details, especially in the elements essential for the reception.
- Based on geometric figures and simple shapes.
- A good logo should be understandable to the recipient
A logo, the meaning of which we have to explain to each client, is not a good sign. When designing, we must remember that the associations we create and the elements we use should be universal and clear not only for us but also for each recipient. Of course, there is nothing wrong with having fun or a bit of ambiguity, or even a slight “wink” for more experienced audiences. However, a good sign, despite its hidden meanings, is legible at a basic level for everyone.
Toyota logo design
At first glance, the Toyota logo seems to be an abstract form slightly inspired by the shape of the letter T, but there is actually something more behind it. The well-known symbol was created by combining the letters of the company’s name. When noticed, this curiosity makes us like the sign more, it intrigues us. However, if we do not know that there is a story behind the symbol, we also perceive it very well – this is its strength.
It is also worth remembering that the logo should not be controversial, be associated with ambiguity (primarily vulgar, sexist, or simply stupid). My own assumption is that if one person has bad associations, it is better to let them go than to expose the client to potential problems. In the case of associations, it is not always about someone seeing the genitals somewhere, the problem may be a fork that looks like a tulip, a book that looks like a brick, or other simple figures, which are not perceived as we would like them to be due to their specific shape.
How to check if the logo is understandable
Show them to other people, especially people who are not related to design, from different age groups, with different education. If possible – those that are potential recipients of products or services that your client sells.
Print them on a piece of paper and watch them up close, from afar. Reflect on them, turn them around, prepare a negative – this will allow you to gain some perspective and look at the design fresh.
A good logo should not use clichéd motifs
In every industry, there is a set of symbols that are repeated far too often in the logo. Grasping hands, a globe, “little men” are just some of the excessively popular motifs. I always say that we are talking about the logo design process, not the creation of a logo because we have to work through it, not count on a great idea falling out of the sky in a few seconds. Usually the former will not be the best hit. When looking for inspiration, it is worth referring to the company’s history or the subject it relates to, creating a mind map and using associations, combining with sketches, and trying to give them a more interesting form. In the process of looking for inspiration, it is worth looking at stock websites or entering the appropriate phrase in Google Graphics and using the results as a model for what …
Time reveals all
The biggest ally in designing a standout logo is time. Its lack causes stress and always works to our disadvantage. When preparing to design a logo, it is worth taking a moment and breaking this process down into a few days – look for one for inspiration, the other to create a mind map and sketches, and the third to refine them. Thanks to this, there will be a bit more space in our heads for experiments and fewer banal connections.
A good way to create a simple and unique logo is to focus on one accent, a leitmotif that will distinguish your sign from the others. This motif can also be an inspiration later when creating visual identification.
How to create a logo that stands out
Don’t be limited to the first idea. Always try to refine them, prepare several alternative versions.
Check out competitors and pre-built sites to avoid repeating patterns. A good logo adapts to your needs.
When designing a logo, you should first consider how it will be used – is the client communicating mainly online, or maybe in print? In what format (vertical or horizontal) it will appear most often, do we have room for more complicated graphics or should we limit ourselves to extremely simple forms? Will it be used in more demanding fields of use (like engraving on pens)? Of course – each logo created for the client should be universal and allow it to be used in various applications, but it is worthwhile to prioritize the one that will be used most often.
Before starting work, it is good to write down all the fields of use in which the logo will be used and have them “at the back of the head” in the design process. In this case, you can pay attention to both the proportions (vertical, horizontal, square) and the size and color spaces (CMYK and RGB). It is worth remembering these limitations, especially when we want to create something more complicated.
How to prepare a universal logo
Check how the sign behaves in various sizes, in the vertical and horizontal versions – if necessary – create appropriate versions of the sign. If your logo is very complex, you can prepare a simplified alternative for small-sized use. Prepare logo files for different color spaces – RGB for the Internet, CMYK, and Pantone for printing. If you do not know how to export files to different formats, I am in a hurry to help you with this article.
A good logo looks great in the company
When designing a logo, we should also take into account the fact that it does not always appear independently. Our client can be the sponsor or partner of the event, be on the list of clients or producers on the website. In all these cases, the designed sign will be in the company of others and our goal is to make it legible and visible. In such a case, a common problem is the situation in which the logo is too wide or (even more often) too high and scaled to the height set by the graphic artist disappears in comparison to other signs. Signs that fit well into the square collide with this problem very often. There will also be problems with them on websites (especially when you use ready-made templates when creating them and you cannot enlarge the space for the logo).
To avoid such a mistake, it is best to check it with a few examples – put the logo on a poster, on a screen of the website, or simply combine it with other signs (it will be a good idea to find those that can actually be accompanied by the client’s logo). If the sign does not look good, it is worth considering preparing an alternative version (for example, if the logo consists of a signet located above the typography, you can prepare an option in which it is placed on the side and thus make the sign fit better into the rectangle ).
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