Logo Designing Tips and Programs For Professionals
The logo is one of the most important components of corporate design, that is, the overall image of a company or organization. This is a point of reference for the design of publications (such as advertisements, brochures, web content, products and packaging, among others) and for communication (e-mail signatures, letter cards), as these not only include the logo, but they are based on their design elements. Designing a logo is essential for companies, mainly due to its relationship with brand recognition and the positive connotation it generates in satisfied customers.
Now, if you want to take charge of the creation and design of your logo yourself, you will need more than a pen and a couple of sheets of paper. A drawing can serve as a model, but to conceive it completely, that is, so that it is also in digital form, it is necessary to use an appropriate image editing program. Only then can you modify its size and adapt it to be implemented in a multitude of applications, such as web pages, videos or PDF files. Here we show you those aspects that you must concentrate on when creating a logo.
Principles and examples of the creation of logos
Regardless of whether you are looking to make the logo of your company or a product, an event or a web page, always remember that the logo determines in many ways the perception of a brand. When a person has had positive experiences with a brand, he automatically associates his logo with something good, thus simplifying the marketing of other products with this same logo.
In this case, the concept “brand” refers not only to products or services, but also to the representation of companies or organizations. This term also applies to people under the so-called personal branding. A logo generates a recognition effect with which the public can memorize a brand better. That is why it is worth taking time in those aspects that characterize your trademark and how should be the design of your logo.
The principle of designing a logo is simple: it must symbolize in the best possible way what a brand represents. It does not matter if you work on the brand strategy of a corporation, a small company or if you are dealing with a product line, you will always have to consider certain characteristic features that you can implement and modify according to your needs. In general, creating a logo involves a combination of letters and visual elements. Thus, a logo is composed of one or more alphabetic characters and / or different graphic elements, but color is also a fundamental aspect for the recognition factor. We explain the different aspects of the design of a logo using the example of successful brands.
Principles and examples of the creation of logos
Graphic elements (symbols, forms and models)
Often, symbols and stylized objects are part of a logo. The Microsoft Windows window, the WWF panda and the post cornet are clear examples. Some logos do not even need the presence of letters or the name of the brand, such as the Apple that gives the brand its name.
However, not all brands use visual elements that immediately evoke the name of the brand (such as Apple) or its sector of activity (such as the logo of the Spanish Football League). At first glance, the so-called “swoosh” of the Nike brand, which represents dynamism and speed, is not necessarily a symbol that is easily associated with products and sportswear. However, over time, its logo has gained more and more popularity, becoming known around the world. For decades, the Mercedes Benz star has also been linked to the automaker. Clearly, these associations were not achieved from one day to the next, but gradually and parallel to the establishment of the Nike and Mercedes Benz brands. A well-designed logo can propel a company to success.
Typography (typeface, font size and character positioning)
A logo is not only characterized by its graphic elements, but typography is also key when it comes to creating a distinctive logo. The most important thing is to choose the sources (in their digital versions) and their respective settings (size, space between the characters and between the lines, as well as the organization of the characters). It is also possible to combine structured graphic elements, as frames or shadows, with the characters to accentuate certain areas to customize your logo. Some examples include the logo used since 1993 by Samsung, in which the name of the brand is surrounded by the blue ellipse, or that of Volkswagen, where VW, the abbreviation of the brand, is on a circular frame. The logos of some food producers are the perfect example that, often, a logo does not always illustrate the product itself (for some its range of products is often too complex), but rather focuses on the visual positioning of the product. The brand (such as Maggi, Kellogg’s, Knorr or Milka).
Many times, a font without image elements can already reflect the brand’s properties and transmit an image: until 1985, the Walt Disney logo (Pictures), used a fun and relaxed typography that evoked in the viewer the movies animated of the recognized cinematographic study. Other recognized logos of this type are Coca Cola and Google. One of the most famous logo design in London uses only one letter: the “M” of McDonald’s. It is also common for some logos or letters to gain recognition thanks to colors.
The colors allow to evoke associations. Many companies have achieved that the audience associates certain combinations of colors with their brands or products. The Harley Davidson logo includes three colors, of which it is possible to remember at least one: white, orange and black. However, other recognized brands such as Amazon or the Black & Decker power tools company also use this same color combination. Many people associate the combination of orange, black and white with any of these brands, although it should be noted that it is also something that is influenced by individual interests and sympathies with the company. This phenomenon is mainly due to the fact that the corporate design of some brands is based on the combination of colors of their respective logo.
Most brands try to use classic colors. In the Facebook logo the blue color dominates, while in YouTube the red dominates. Marketing strategies and most elements of both online platforms use the colors of their logos for other elements. However, it seems that the choice of the color of some logos is relatively arbitrary, because it is not always so easy to associate them in the same way that red is associated with the Red Cross or green with Greenpeace. Often, such an obvious connection is not always possible or necessary. In general, the range of options for selecting color is very broad, although it is advisable to always make sure that the color scheme corresponds to the corporate image of the brand.
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