Designing a logo is no easy task as it entails lots of research and planning. Let’s see what tips the experts of our industry have for us.
A logo design is a symbolic representation of your brand- though we say it, read it and see it mentioned on dozens of websites or magazines, at the end of the day all comes down to whether we really care about it or not.
Those who really care about logos’ being the face of a company or brand, are the ones who take the trophy, and those who don’t, they just fail miserably. The reason behind the former’s victory and the latter’s failure is that the former believes in what Paul Rand said, “Design Is Everything, Everything!” Hence, only pure-breed designers give their best to design a logo – the Brand Identity – that’s not only acknowledged, but also trusted by all.
In short, a logo symbolizes your brand and if you design it unprofessionally, you are sure to fail the competition. But if you don’t want to fall behind the competition, then you need to emboss the following experts’ tips in the back of your mind.
Research First, Sketch Later
Research is the key to crafting the ultimate design that can win the heart of the masses. It is the tool that lets you acquire critical insights into the goals of the company, the needs of the audience and the overall personality of the brand. Once you’ve all the questions answered, only then you get an informed outlook for your logo.
Von Glitschka, an Illustrative Designer from Oregon says:
“You don’t find logo design inspiration; it finds you. It happens through a process of thinking. But before you begin thinking, you have to have an informed perspective to draw from.”
Hence, start by researching the client and their brand. Analyze the target-audience of the brand, understand what it aims to accomplish and where it aims to go, and, most importantly, determine how the client wants audience to perceive the brand. Once you’re clear on that, proceed to the next phase.
Sketch Out What’s In Your Mind
Do you know what’s the difference between a veteran designer and a “just-another” designer? The former sketches, while the latter doesn’t. With all the creative tools at your disposal, it may be easy to get right down to designing on a virtual canvas, but it’s very difficult to get back to main concept once you find yourself stuck somewhere. Therefore, sketching is the only way to letting your ideas drafted smoothly on a piece of paper, and choosing the most appealing ones.
Robin Landa, a Branding Strategies from Manhattan says:
“I think with a pencil in my hand,”
Dainis Graveris, an expert designer from Latvia says:
“Sketching isn’t time consuming and is a really good way to put your ideas from your head right on the paper”
Hence, don’t take sketching lightly and, more importantly, don’t skip it because the final draft of your logo completely depends on it.
Innovation, Not Imitation, Gets You Acknowledged
A logo is one of those elements that helps you standout of the competition. Yet, most new designers don’t understand the importance of ingenuity and end up mimicking others. As a result, they are not well-perceived in the market, let alone gets past the competition.
In fact, imitation isn’t just limited to copying others, but it also extends to the extensive use of clichés that have been plaguing the minds and artworks of some designers for ages. Unless you think out-of-the-box, you can’t produce a logo that can captivate the mind and appeal the heart.
David Airey, a Professional Designer from Northern Ireland says:
“What’s important is to create something that you believe is different from anything already out there,”
With regards to cliché, he mentions in his book:
“The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer,”
Hence, all comes down to, out-of-the-box thinking, i.e., creativity!
The Right Colors Incite The Right Emotions
Color is one of the key forces that bring out the true excellence of your brand identity, the logo. Color plays a vital role in instigating the right psychological response. Pro designers are well-versed on the subject of color theory, and thus they understand what color triggers what kind of response, emotion, feeling or mood. Take for instance bright colors, which may attract the viewer’s attention, but depending on the audience, it may also look a bit brassy.
Jill Morton, a Color Professor from ColorMatters says:
“Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite.”
All in all, opt for the color theme that best fits not only your logo, but your brand and the response you expect from your target audience.
Logotype Vs Logomark, Make the Right Choice
As a designer you must have already known that a logo can be presented as a symbol or as a wordmark, and you must have seen many examples of it, take Coca-Cola for instance. However, do you know, “exactly which of the two types would best fit your brand?” Remember that it isn’t just a matter of choice but a matter of success and true recognition. In short, you just can’t choose any type randomly and be fine with it.
Jacob Cass, an Expert Designer and Owner of Just Creative says:
“If your company has a unique name, then you could get away with a logotype. But if you have a generic name, then you’re going to need something to identify the company by, which can be achieved by using a logo mark,”
To sum it all up, designing the perfect brand identity isn’t just about using some tools, but understanding the subtleties, sciences and psychologies behind the elements a perfect logo entails. So, go into the depth of logo designing, and not just the tools, to learn how you too can create well-perceived responsive logos.