A logo is a unique representation of a business in the form of a symbol, design, or an abbreviation. The logo of a business is at the forefront of its ideology. It is used everywhere, ranging from advertisements to business cards and, most importantly, on products. A logo is, in other terms, a brand’s graphic identity card. Over time, some brands have established their entire brand personalities based on their logos or vice versa. In order to understand what the constituents of an absolutely smashing logo are, we need to look at some of the most notable logos of this age.
Most Recognizable Logos
Learning from logos that have achieved what they have aimed for is like a lesson in itself. Coca-Cola, Pepsi, McDonald’s, Starbucks, Amazon, and FedEx have some of the world’s most recognizable logos. A survey conducted revealed that these logos have created such a lasting impact on their consumers that just a glimpse is enough to remind them of the brand. It’s funny how the human memory can retrieve information about the brand just based on its graphic representation. For instance, the Starbucks logo goes back to the 1970s and over time, it has molded and amended itself to become what it is now – one of the most recognizable cafe logos in the world.
Top Logo Design Tips
The internet is swarming with tips and tricks that constitute the perfect logo. Some websites even automatically generate a logo. However, the best logo designing tip is brainstorming and research in addition to the skills required. There are a couple of tips that most professional graphic designers swear by. These are the ingredients of the perfect logo:
1. Brand Message and Identity
In order to design a logo that speaks to people, it has to be business relevant and in line with the brand’s identity. A food joint should try and incorporate something related to its menu in its brand logo. In order to have a logo that has maximum impact on people, it should be able to successfully represent your brand, what it stands for, and what it sells. A car rental business should somehow incorporate an automobile, a travel route or anything that is in line with its service.
In short, a logo shouldn’t only look good; it should be an eye-catching representation of your brand identity.
A logo should make your brand stand out from the rest of its competitors. A very important logo designing tip is to look at the logos of industry competitors and then design something unique. A logo needs to stand out from the crowd of competitors since the whole point of this graphic representation is to make the brand unique and different. For example, continuing the rental car example, every other rental car service will use an automobile in its logo, so using something along those lines will not make you stand out.
Focus on a service that makes your business stand out; for example, if you offer sports car rentals or exceptionally low rates, then that could be used.
3. Keep It Simple
A logo should be simple and easy to remember. A successful logo is one that impacts people and stays in their memory. An unnecessarily complicated logo will not create the desired effect. Adding unneeded adornments, designs, or letters that crowd the logo space and make it look too complicated is a big no-no. Using simple techniques such as the use of raw structures and negative space may add a more finished look. People don’t tend to remember or understand complicated logos.
Simple and clear with a creative touch is just what is needed to create the perfect logo. A logo people remember will be a brand people remember.
4. Versatile and Eternal
Designing a logo simply based on the current market trends is short sighted at best and disastrous at worst. A logo should be eternal and versatile. Designing a logo based on the trends of the present will eventually cause a disconnect with the future consumers.
A logo should be based on the identity of the brand and the foundation it was based on. It is, in essence, a representation of the brand’s heritage. For instance, FedEx was found as a fast courier delivery service. The logo, short and simple, has a hidden logo that implies swiftness.
5. Understanding and Making Use of Shape Psychology and Symbolism
Research has proven that the use of shape has been known to break cultural and international barriers. Some symbols may only affect people from a certain background, but shapes are universal. Therefore, it is recommended to use shapes to project brand identity. Using color psychology in addition to shape psychology makes a logo more effective. For example, blue has a cool connotation to it and yellow a more hipster, upbeat feel to it.
Symbolism, on the other hand, is the use of relevant symbols to explain the feeling behind your business and brand. For instance, the smile in the Amazon logo implies its mission on breaking barriers and making people smile. It gives everyone a charitable feel, for it’s implying that the ultimate goal of the brand is to make people smile, happy and content.
For a graphic designer looking to design a business logo, there needs to be a fair amount of communication with the brand owners – the people who started it all. The communication will help the designer gauge the idea behind the brand.
Other important things that should be looked at when designing a logo is the use of negative space. Intelligent use of negative space has led to some of the most amazing logos of all time. Employing wit and humor in the logo design also leaves a lasting impression. In addition to the graphic designing logo tips, intelligent planning behind the logo is of utmost importance. A logo that has been well thought out is a logo that will pave the way to consumer loyalty.