We have already covered the meaning behind the term ”brand identity” in another one of our blog posts. In this article, we will focus on the process of creating a logo worthy of a strong brand identity that people will remember.
Logo is something that every business must have and it’s how a company spreads awareness of their brand. After all, a logo is found on the company’s website, business cards, e-mail signatures, promotional material etc. It explains what the business is, what it offers and how it represents itself. Every logo is specific to its respective company and it’s supposed to set it apart from other companies.
What does a logo consist of?
A logo always has a typography which is the name of the brand written in a font clearly stated by the brand guidelines. Apart from typography, many logos also contain a mark although it’s not a requirement. The mark is the imagery that helps explain the line of business for the brand in question or the brand’s personality.
Disney is an excellent example of a logo that consists only of typography and, yet, it’s very well-known and you won’t mistake it for any other brand. The logo is based on a stylized autograph of Walt Disney and has been iconic throughout history.
On the other hand, NASA’s logo is a widely-known example of a logo containing a mark alongside typography. Every element of the logo has its meaning. The current logo is a round shape of the insignia that represents a planet. The stars represent space, and the red V-shaped wing represents aeronautics. The circular orbit around the agency’s name represents space travel.
Another option is converting one or more elements in your text into images that are now a mark in your logo while still resembling the replaced letter in its original form.
Tips for a great logo design
For a great logo, a designer has to create something timeless that will work well on small and big formats. A logo has to be legible after you scale it down in size and place it on a business card or print it on a pen. There’s no use of a logo that people can’t see clearly. Of course, a designer should first note the usage that the logo is intended for. Is the logo just going to be used for a website, or is it going to be used for promotional materials? The logo should still be legible and original even when the logo is blurred, only a part is visible or is presented in a different color scheme.
Another thing to consider is the brand’s personality. Think of your brand first and how you want it to feel. A logo may have a determining role in how you represent yourself and the stance you wish to take in relation to your customers. A bank with a pink logo may not seem very reliable. At the same time, a black logo for a kid’s toy store won’t feel welcoming and friendly. While this is not a rule, it’s still something to consider when conveying the right message through the logo design.
Font
Besides the color, the font you choose for your logo design is crucial for setting the tone for your company. Even though an average consumer lacks the knowledge in design to understand the meaning behind specific fonts, the right font will nevertheless evoke the right emotions within them. Imagine a large corporation in the finance world using Comic Sans as their font. At first glance, the company would seem unreliable and inexperienced.
Colors
If you wish your logo to stand out, you might opt for having two or more contrasting colors for a more impactful impression. G-mail, one of the most popular electronic mail platforms, has had more than one logo throughout the years. Their latest logo is a soft-edged letter M consisting of five colors.
When designing a logo, leave some blank space for a better impact.
When it comes to crafting a memorable brand identity through logo design, our company is here to guide you through every decision-making process. From choosing the right typography and colors to creating a logo that works seamlessly across all platforms, we’re dedicated to helping you make a lasting impression in the market.
Author: Andjelija Randjelov