The creative head director of Chanel and Fendi, Karl Otto Lagerfeld, once stated the importance of logos and branding. He was quoted, saying: “Logos and branding are so important. In a big part of the world, people cannot read French or English–but are great in remembering signs.”
His statement is just one way of describing a logo as a face value of a company. Therefore, a logo must be something that is immediately recognizable. Fortunately, some principles are helpful in understanding how to develop logos that will stand out for your business.
What makes a Logo Stand Out?
In truth, the logo has a considerable pertinence to your company as a whole. Remembering logo is like meeting people for the first time and learning about their names. Most of the time, you only tend to memorize those who you were most attracted to. The dynamics are that, similar to a remarkable person or celebrity of an evening; there is a management of impression and a whole lot of preparation involved in designing.
For a logo to stand out, it has to have the right elements in its design. So that leads to another question which is, how do we know the right elements? By elements, we are both talking about the intangible and the tangible aspect of it. The thing is, when developing a memorable logo, we get into the intangible elements of it — we follow the principles.
The first thing that you have to consider is simplicity. As it goes, simplicity is beauty, and that never gets old with the principles of designing a logo too. You want your logo to be recognizable but unique at the same time. You want it to be powerful but not overdrawn.
Let’s take a closer look on a logo you’ve probably run across your internet browser most of the time — Google. As the world’s leading search engine, Google’s logo and branding have established a kind of effect like trust. The first logo was designed by its Co-founder Sergey Brin back in 1998. It went through slight changes concerning color and dropped shadows but all the while maintaining simplicity. While Google also changes their logo to creative ones called Google Doodles to catch people’s attention and invite them to search and discover by themselves a particular event, thing, or trivia; Google has kept things simple and indeed remarkable.
Another principle that designers would reiterate to follow when creating a logo is memorability. Ideally, the audiences shouldn’t take more than a second or two trying to understand the logo. It has to be recognizable at the same time easy to remember. However, for some, the logo doesn’t have to make sense to be memorable, which can be quite a contrast to the first idea.
For a logo to be memorable, it’s color choices should primarily make sense. It has to have the subconscious association of things and flexibility to the environment. One evidence that supports this is the Psychology of Color, which has also been a known marketing strategy. Colors are found to evoke emotions and each hue has an association on our brains. Therefore, it doesn’t matter if your logo is a letter type logo that doesn’t look anything close to a leather shoe product that you sell, so long as the colors can associate to it.
Owning to the logo that should be simple, memorable, and recognizable — all the elements should point out to the principle of making it timeless. The logo will have to be unforgettable but it doesn’t stop there, it has to be harmonious with the ever-changing times. Fads and trends come and go, fast-fashion and designs of things flock out there, but to truly stand the test of time and be victorious, your logo design must be classic. Go for something you know wouldn’t fade. Ask assistance from your professional designers when crafting your ideas.
One practical advice is to go for a readable Typography or font. Your design will fall short if you go for fun but seemingly confusing novelty typefaces. There is no harm in choosing the standard fonts like Helvetica, Calibri, or Times New Romans. Other than the typography, you should also pay attention to symbols or images you want to include on your logo. These elements put together will have to be realistic and that your audiences will have to feel that they can interact with it, and not seem out of reach.
Another principle to understand in designing your logo is versatility or the extent to which your logo could be adaptable and flexible. Particular to design is the scale, size, and quality. A memorable logo will have to be able to all-rounded and active across different contexts and platform. You should not be bogged down to the details of your logo and end up being irresolute if you should showcase it in one venue then hide it away in another.
As one designer named Irene Au puts it, “Good design is like a refrigerator—when it works, no one notices, but when it doesn’t, it sure stinks.” In the same way, you have to be confident that your logo and design will complement and convince your audiences wherever you carry it. It must works when flashed on a digital screen, or printed on a T-Shirt. It has to have the element of simplicity, but it shouldn’t suffer from being too dull.
Relevant to versatility and flexibility, your logo also has to have a substantial identity as it is. Your logo has to convey what it does and so it must be appropriate for its intended audience. For instance, it has to speak that your company is a fish factory or a law firm by possessing the proper symbols or design elements on it. If it is for a child company, it has to appeal to them to by bearing child-like features and playful color scheme.
Take Toys R US, for instance: the logo itself is age appropriate, and your audiences could quickly identify that their products are intended for kids. Parents also are drawn to finding toys in their store because the logo typography and it’s color scheme appropriately identifies as playful and childlike. These are but specific examples that lead us back to the rest of the principles involved. The elements go hand in hand in the creation of a remarkable logo, and there’s no other way to look next but to realize it.
Realizing Your Logo
Relevant to these guiding principles, which are intangible in aspect, is also the tangible sides of it. Granted that you have now conceptualized your perfect logo, it’s time to show it off to the world and make it known through advertising. Advertising is the means of communicating your product or service to your intended audiences.
There are many forms of advertising and getting your brand message across. You can do it through newspapers, magazines, press, posters, billboard, clothing, celebrities, etc. To advertise your brand is to bring forth an image of your company that carries with it your company’s values on top of a face-value.
Any graphics display intended to convey a message or information to an audience is called signage in particular. To add legitimacy to your business, invest in tangible materials that will showcase the logo you have conceived. So, in that instance you hang your logo in the market, you are making your business known for something, and that will eventually become your brand. Not only do signages become a direct realization of your carefully crafted logo, but it also serves the purpose of identifying, promoting, and directing. Transform your carefully planned logo into an actual tangible material and hang it outside your business office or in an appropriate location.
If you haven’t fetched how signages work and how to go about it, Shield CO Business Signs, for instance, will lead you to a wide array of reasons on how purposeful it is. Shield CO Business Signs makes custom-made business signage and décor, so that’s one question ticked off the list in planning a useful advertisement material. There are many ways you can do this with many unique processes to opt. ShieldCo Business signs will make sure that the details of the craftsmanship match the style you want to achieve for your space and your logo.
These are but the guiding principles that one must understand when developing a great logo. The brainstorming process will, of course, be the resolve of the company upon the conception of the business. The design, however, will hurt if you don’t consult professionals on that field especially when you’re not on it. It pays off to ask your graphic designers and business sign professionals out there so your logo will not only suit your vision and liking but also suit the balanced element requirement.
Allison Lewis is a freelance creative writer. Her experience in digital marketing coupled with an interest in tech entrepreneurship makes her a fine contributor in the field of business and internet marketing.