At the very basic level, logos are symbols made up of text and images that help us identify brands we would like to represent. But they can be so much more! A good logo is the perfect representation of your brand. It helps customers understand what you do, who you are and what you value. That’s a lot of responsibility on a tiny image! Let’s look at how to make the most of your logo.
Perhaps the most fundamental function of a logo is giving your business a unique mark that differentiates you from other businesses. This is especially important if your business has competition (which 99.9% of them do). Before you get a logo for your business you’ll want to research what your competitors’ look like so you can position yourself.
Our comprehensive logo design strategy ensures a perfectly crafted logo for your business.
The first step in the creative portion of the logo design process is called the design brief. This is when the designer discusses the project at length with the client. Understanding the company’s goals for the logo is critical. The designer should gather as much information from the client as possible. It is important to learn where the logo will be used, on what scale and in what capacity. A logo that will be used on a billboard might contain more detail than a logo that will be used on letterhead and business cards. The designer should also learn about the company’s target audience. The logo should reflect and attract the correct demographic.
It is also important for the designer to learn whether the company has already established a visual aesthetic. If there is an existing color scheme or style established, it is crucial to find out whether the client would like to incorporate those characteristics into the new logo. In some circumstances, a new logo might be a chance to start fresh and create a brand new visual identity, whereas in other circumstances it might be important to the client that some sort of consistency is maintained.
Again, it is important to note that all designers are different. But identifying keywords related to the company and its product or service is a common practice at this point in the creative process. These words will be used to inspire possible visual representations of the company. Once ideas begin flowing onto the page in text form, visual symbols and shapes will begin to take form also. Now it is time to begin conceptualizing the themes and text established earlier during the brainstorming phase.
Sketching these ideas on paper is an essential step that encourages the designer to slow down and examine all possible angles and directions.
Once sufficient time has been spent on research and sketching, the draft production process begins. Digital implementation is usually executed using Adobe Illustrator, a vector based drawing program. At this point, the most successful ideas developed during the sketching phase will be recreated on the computer. They will begin to come to life with the addition of color and detail, and they will be tweaked until they accurately represent the client’s wishes. Some logos rely solely on words or text, called “wordmarks,” while for others text is just one piece of the puzzle.
Regardless, it is important to note here that choosing the typeface will set the tone for the whole logo. Testing each logo option with a number of different fonts will ultimately lead to a more effective final product.
The color plays a significant role. Whether you are designing any logo for a company, or branding some campaign or advertising product what so ever you are doing. In logo designing colors evoke our emotions and they are attached to our sub-conscious state of mind.
For example we know that the meaning of red light is to stop and we are conditioned to stop. Similarly, pink color clothes are associated to girls and blue to boys. These are the colors which human mind automatically responds in this way.
Keeping this factor in mind we have to choose the designer of our logo design who has the sense of colors. He should be aware of color emotions and their meanings. You cannot use your favorite colors everywhere.
Once the client is happy with the resulting logo, the designer will produce a variety of file types that can be used for various outputs. Important file types include EPS, JPEG and possibly TIF in certain circumstances. Some clients may also need a black and white version of the final logo. A separate simplified version may be needed in situations in which the full-size logo is highly detailed and does not scale down well. Trying to anticipate all possible needs of the client can be advantageous, preventing the need for corrections and revisions in the future.
Upon delivery of the final files, it is time to think about employing the logo on marketing materials and promotional products. Many times the designer will continue working with the client to create a full brand identity system using the new logo.