Today I’m going to talk a little bit about logo design; what a logo is, what a logo is supposed to do and why it is utterly essential in this day and age for your business to have a powerful and striking logo.
A logo is a iconographic or typographic image that symbolises an entire business. The majority of the time the business’s Logo is the first thing a potential customer interacts with, and first impressions certainly do count. Wether it be on a business card, website, company van, advertisement or simply a sign on the front door, a business logo is absolutely pivotal in establishing an encouraging response in a potential customer.
A logo design used in conjunction with a carefully thought out marketing campaign can in fact make or break a business. As consumers we are bombarded every single day with a universe of logos designs, all of which are ultimately designed to make us part with our hard earned cash. They appeal to us in different ways depending on the type of business or service a company is hoping to provide. The wrong branding could potentially undermine a business’s core philosophy which creates confusion amongst the target audience and directly encourages them to continue searching the market.
So what steps can we, as designers, take to provide our own clients with the right tools to develop their business?
Tip Number 1 – Know, understand and become passionate about the market
Before you can begin to create top notch logo designs you have to first become fully acquainted with existing brands across ALL markets. You must take a keen interest in the hundreds of logos we see each and every day. What do they say to you as a consumer? What was their intention and have they succeeded? If something you see gives you an impression that a company is successful ask yourself why. We are all conditioned autonomously by branding and that is a huge accomplishment for consumerism. Give logo designs the respect they deserve.
Tip Number 2 – Apply the rules!!
The single worst mistake in logo design and design on a whole is failing to understand that design is far bigger than the designer. It is never about personal taste or preference towards creative expression. It is a strategic, mathematical, psychological and scientific process. Creativity in logo design is about joining the dots that nobody else sees, its not about designing a cat logo because you like cats.
Generally speaking a logo has to be something memorable, it has to visually communicate what the company wants to reflect about their business, often it needs to be scalable… but most importantly, a business logo needs to be completely aware of the market it is competing in.
Tip Number 3 – Analyse trends in existing designs
If you care about logo design and you are aware of the rules then you will become a connoisseur. If you understand that there are some unbelievably outstanding design solutions then you will aspire towards them. We are only limited by our own experience, the trick is to broaden your horizons as much as possible. You should be able to envision a working logo in your head as your client is discussing his/her specifications. There is ALWAYS a solution.
Tip Number 4 – Listen to your clients (and their customers)
If a logo is attempting to visually communicate a businesses reputation then it is essential that you know what that business is trying to say. You need to ask your clients as many questions as you can, if possible you should gather information from their customers. The more you know about the business, the more correct the logo is going to be when finished. But now a word of warning, it is not simply a case of reflecting a businesses ideals… especially if certain aspects of a business would be counter productive in the market place. As designers you will need to advise your clients from time to time so that they can make the best choices for their business. Communication is key.
Tip Number 5 – Don’t be afraid to make mistakes
When you are in a position to actually sit down with your design software and you are overwhelmed with an abundance of design ideas and unable to make a start… do not fear, just start. The creative process is after all just a process and you need to be confident in your work and not afraid of making mistakes. Often it is the mistakes in our work that lead to the most creative and successful designs. Have some coffee, stay switched on and play.