How to choose the best design for your logo
Does your company have the right image? It's all in the
logo design!
Promote Your Business With The Right Logo by :
Alok Vats
A logo is a design or image that represents a company, brand or
product. Its aim is to help people identify the company with a positive
customer experience. It is the basis of all future branding, advertising
and communication strategies. Therefore considerable attention should be
paid by the brand owners to develop and create an image that besides
being unique will stand the test of time – Remember a logo will outlive
people, products and services and exist as long as a company continues
to operate.
Background
The word ‘logo’ is derived from the Greek word ‘logotipos’ meaning a
graphic symbol, element or icon of a trademark or brand which is set in
a unique typeface or arranged in a particular way.
The three different aspects of a logo are:
- Logotype/ word mark /letter mark
- Icon: symbol/trademark
- Slogan: Tag line
Logos gained enormous popularity in the 19th Century after the
Industrial Revolution which led to increase in output, distribution and
beginning of competitive markets. Every Company wanted to prove it was
the best. Every organization wanted to outshine its competitors which
surprise, surprise has not changed. There was a huge upsurge in the
market and as a result logos were created in order to enable people to
differentiate between products, packages and labels so buyers could
easily recognize the product they wanted.
The emergence of logos brought about a revolution in the advertising
world. More and more companies began demanding a unique symbol that
could be a part of their business for years to come. However, only
affluent companies could afford their own logo, crest or emblem.
Concept
Concept is the most crucial aspect of logo design. The logo needs to
undergo rigorous tests in order to create a unique place in the market
its brand owners operate in.
While deciding on what kind of logo you want, ask yourself about the
kind of image you want to portray about your company – For example
cartoons could represent a fun filled company philosophy. Never forget
that once decided upon, your logo will be a silent medium that will
communicate the company’s ideals and philosophy.
The logo should be impressive and at the same time should not be over
dramatic. The design elements need to be as few as possible so that the
logo does not appear to be packed with different image components. It
should be able to attract the customers the company wants to attract.
For example, research shows that using bright colors does not create the
brand confidence in finance related companies. Finance companies are
advised to stick by the traditional grey, blues and reds (remember the
bankers’ grey and blue pinstripe suits!!) by the marketing gurus! Though
for every rule the pundits ask you to stick by, there are highly
successful designs that just do the opposite - ING’s logo with its
orange color image does exactly the opposite of what research and
popular wisdom suggests but still creates a highly unique and
recognizable symbol.
It is felt that certain elements make up a credible and a high quality
logo. These are:
A logo should be different from your competitors. In my view there is no
point being another face in the crowd. So stand out and if you dare, be
different. Sometimes breaking rules and conventions may work in your
favor. Evaluate maverick design ideas and themes.
It should reflect the companies business, products/services.
It should be easy to compress and still uniquely retain its design
elements.
When finalizing your logo design think about your target market and ask
these questions:
- By looking at your logo image, will they be able to guess what the
company products/services are.
- Will they see the image as a representation of professional, reliable
company – A company that delivers on its promise?
Remember the logo is not to please you but your customers. Why? Because
they are the ones who pay your salaries. They are the ones who will help
you buy that lovely apartment with water views!
The most simple yet difficult thing to do is to ignore and forget about
what your personal likes and dislikes are with respect to colors, images
and font styles and try to see from your target customer segments’ point
of view. Easier said than done, but if you can, you will have a logo
that will be recognizable.
Significance
A well designed logo can raise the image of a company it represents. It
establishes the credibility of the company. Potential customers form an
opinion of a business within seconds and the logo plays a significant
part in determining this.
Each aspect of the logo’s design should be carefully analyzed in order
to ensure that the right message is being communicated.
Logos leave remarkable impressions that have a lasting and a deep impact
on the hearts and minds of the viewers.
About The Author
Author Alok Vats is related with many maverick graphic and
website design activities at Maverick
Mav. Maverick Mav provides affordable graphic design,
logo design, web design, stationery
design, illustration design and much more. They have recently launched
the
cartoon logo design service.
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