Every business nowadays has to have three things: strong identity, web presentation, and social media management.
Doing business today and operating with high demanding technology standards is very challenging. So is the logo design.
You have to be updated and aware not just of current circumstances but of the prospects and potential. Logo design is an operation where brilliant designers have to “predict future” and understand the trends so that the logo can be efficient and adaptive. Think about how many different social media networks you have out there, and each one of them has different standards on how to place your company’s brand logo on it.
Being active in branding/marketing industry for almost 20 years, one might think it is logical to have sharpened your skills in logo design and conceptual brand thinking. Subsequently, the top-notch professional approach might look like a super easy process. Again, after 20 years, one must know better.
During my career, I made many successful logos. Some I made for the baby start-ups, some for 500 Fortune Companies as well as global brands such as Asics, L’Oreal, Unicef.
My work was selected and published by many relevant Logo trend reports, some of it received prestigious recognition such as “Best Logo” according to the Logo Lounge.
Recently I had a fascinating conversation with one “potential client.” After showing him my portfolio, he asked me a somewhat rhetorical question:
– It’s easy for you now to create a successful logo, right?
I responded:
– There are two types of answers to that question: a long one and a short one.
Long Answer:
-Well, sure, it is easy to create a successful logo and strong brand identity.
The thing is, when you start creating one logo, you have to think about quite a few things.
Who is Your Client and What Does His Brand Stand For?
Before you even start creating a logo either on your computer, or paper, you have to do the research.
Learn about your client;
Think about your client’s brand personality;
Think about their goals, both short and long terms goals;
Think about their brand’s philosophy;
Think about brand values;
Very important think about brand character;
Think about the brand promise;
Think about the brand statement;
Think about the new logo concept;
Think about the client’s industry;
But also think about future trends;
Do not forget about what happened in the past as well;
Think about the current economy;
Does the new logo have to be modern/contemporary, or to belong to the clients market niche?
Learn about their business approach;
Are they using the latest tech trends in their operations or they are the old school?
How do they operate?
Are they eco-friendly, are they whatever-friendly? Learn about your client;
Think about their opponents;
Think about their opportunities;
Think about current marketing trends;
Think about prospects in economics;
Possible obstacles;
And advantages;
Develop The Strong Concept
The logo should be functional;
Remember: Design is not an Art.
It has to have a meaning and mission, message, not just poetry.
Keep it simple but profound.
Some designers think that less is more- and they try to keep it simple, but it depends on so many things.
Let’s say you are working on a coat of arms- I suppose you cannot transfer eagles into squares. At least you have to prove that so that it has some sense in it. Think again, take a breath, think deep.
Think about their consumers;
Their demographics;
The audience;
Think about the fans;
Think about their beliefs and needs;
Think about your clients’ clients.
Think about clients’ journey.
Their brand experience.
Where you are going to position the logo, when and how!
Think About The Meaning And Message
Think about the shape of the logo;
Think about the structure;
Think about blueprint;
Think about logo architecture;
Think about the form;
Think flat and two dimensional, think three-dimensional;
Let’s challenge the readability and recognizability;
Think about the sizes!
Size testing is a must in the logo design process;
How is this logo going to look in enormously significant proportion- like on building branding?
How is it going to look like super small?
Think about the icon;
Think about the Thumbnail.
Or favicon 16px x 16px, (here responsiveness in logo design could help).
Typography Usage in Logo Design
You have to have in mind what is the purpose of the logo. The clarify this, not all logos want to sell. Sometimes it is about creating the awareness. Typography is a relevant part of the logo too, so you have to pick it or create it carefully.
Think about font character.
Think about psychology and emotional impact.
Is your brand proud, is it confident, is it new, is it adventurous, is it old-fashioned, traditional, experimental? Bold, trustworthy, small, prominent, leader in the field?
Is it going through the transition?
Projections?
Responsive Logo Look
I have just used one sample of various social media profiles that your logo has to look good at. And that is only digital space. Now think about in how many different situations you have to present your logo and still maintain the essence of your brand and consistency.
That is why we create a system that can easily communicate all that. Think about how clever your new identity can be? Define a standard in presenting your brand as a responsive logo.
Again, keep in mind that new logo should be able to work across a variety of mediums and applications.
Think about using just initials or numbers.
Logo without the tagline;
Logo without the typography;
Typography without the logo;
Think about horizontal orientation, the vertical orientation of each of these versions of the logo;
Think about just using color;
Think about using pattern only;
Shade even?
What if your logo is supporting some third-party campaign, institution, or event;
Adjust it.
How to Pick Right Color For The Logo
When it comes to colors, start from psychology and include people’s perception.
Think about the sold plain color.
Think about your logo in black color.
In white.
Think about main or basic look of the logo.
Two or three color option.
With gradients.
Monochrome version, super flashy colors.
Think about your logo when projected by the light projector.
If you use light colors, think of additional color as a background to avoid conflict with white background.
That is what we call a secondary color palette which is crucial in strong brand development.
Think about RGB color mode which is ideal for screens.
Think about CMYK color mode which is perfect for offset printing.
Think about hexatonic color palette- ideal for web design.
Think about Pantone codes to keep the standard of your specific color tone.
For the web usage web think about normal stage, hover stage and click or hit stage of your logo.
Most of well-knowing brands are famous only because of the color. For instance, when we see the Coca Cola red color, we are certain that belongs to this brand.
We use all of this data when we define the brand guidelines, so there will not be the misleading or wrong usage of colors. But, again, keep in mind that we live in fast times, you have to able to respond quickly.
Logos in that sense have to be fast and adjustable, even flexible;
Yes Flexible.
Imagine — logo on different materials.
Think about vehicles, machines, and products;
On the walls;
Or concrete;
Plastic;
Think about it on the glass;
On metal;
Would it be stamped, bumped, branded?
Think about PVC;
Foil;
Think…
Just think…
Think about uniforms;
Your logo on silk;
Your logo on wool;
Your logo on cotton;
Logo in brand architecture
Brand Architecture
If your client is running a more complex business, what we usually do, is create a brand architecture;
That being said, think about logo hierarchy;
Think about the logo in different colors;
Think about different background shapes;
Or even add tertiary graphical elements to support the idea of various operations, services or sectors in the company.
How to know if the pricing of one designer is reasonable?
By the quality of their products, of course! Research results that they made for their clients, and how deep they are going when designing one logo.
You don’t have to apply all of this things; I am just suggesting: think about them.
Now that you created various design options — designers have to do the research. We usually dive into our logo archives — websites that contain the most significant logo data. After that we google, and after that, we do the image search just to be sure that there is no too similar logo already out there.
Now, let’s go back to our original question.
The short answer is — yes it is.
After years of education, two decades of market research, and practice.
And it still phases me when a client asks for a ‘quick draw’.
There is no such thing. Your logo is a face of your brand. And we specialize in creating brands with the strong identity, character and presence.
Let me know if we can create one for you.
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