Logos, logos everywhere and not all of them are worth looking at. We are bombarded with thousands of logos every single day. They are there when we drive around, when we surf the web and even when we go grocery shopping.
With this constant bombardment, it is even more important to have a good logo that stands out from your competitors. But what makes a good logo and how do you build one?
The Right Foundation
In previous articles I have written about the importance of following through on function, aesthetics and philosophy in web design. And these core principals also apply to the creation of a logo. Often, graphic designers are given more freedom when creating a logo than when creating anything else, and thus understanding these principals is even more vital because here we are actually helping to forge a company’s identity.
That’s what a logo is essentially. And it should be easily recognisable. Take a look at Apple. This company has a simple, easy to notice logo that looks great whether it is on your website or decorating the side of a building. Simple, classic designs, unfettered by the fickle fates of fashion, therefore often stand the test of time far better than those created on a whim.
Make It Flexible
This also highlights another important attribute that graphic designers must consider when working on a logo – flexibility. The logo is going to be used everywhere. TV adverts, packaging, company stationery and websites are all going to bear this mark, so it must look good in every size and medium.
A little research goes a long way and you don’t want to have a logo that closely resembles a competitor. You want to stand out in the marketplace – especially online where there are billions of web pages competing for user attention. Do your homework and make sure you have a symbol that is unique.
Get Your Message Across
Most importantly, your logo should be designed with your corporate message in mind. Remember, as the famous old saying goes, “A picture is worth a thousand words”. Therefore, make sure your logo says one thousand words that are in complete congruence with your brand. If you are a firm of financial advisors, for example, you want your logo to convey trust and security. Having all the colours of the rainbow and a childlike image might make you seem fun and hip, but it’s not going to have clients beat a path to your door.
Your logo should reflect your brand and communicate with your clients on a visual, instinctual level that puts them at ease and – most importantly – facilitates them in choosing your product or service. It is a designer’s responsibility to ensure this happens.
Whatever logo you do settle on for your company, bear in mind these important aspects of design. Your logo is one of your most effective marketing tools and one that customers will immediately respond to. Make sure yours says the right things about you and your company. If it doesn’t, you could be missing clients due to poor communication. Can you really afford to do that?
Antoine Vella is the managing director of iPoint International, a web design firm based in San Gwann. When not looking at a monitor, he also enjoys looking at canvases and brand designs.