In modern world, when competition plays a key role, a well-designed logo is very important for companies. This blog explores the basics of logo design and highlights its benefits for brands.
First, let's answer this question: Why is a logo important for companies?
- In addition to ensuring brand recognition, the logo is visually present in people's memory. This creates confidence, conveys professionalism, and helps to stand out from competitors.
How do logos improve brand identity?
- Logos convey a quick visual representation of the brand, allowing consumers to easily recognize and remember the business. An effective logo design supports the corporate identity and enhances the reputation of the company.
What are the basic principles for effective logo design and where to start?
- A successful logo should be unique, simple and memorable. It should reflect the core values of the brand and communicate its identity effectively. But how and where to start this process?
• Brief
- Detailed information about the customer: Information about the brand's identity, target audience and design options should be obtained;
- Determining the purpose: The message and emotions that the logo should convey must be determined.
• Research and analysis
- Industry and competitor analysis: Sector trends, colors and successful-unsuccessful competitor logos are investigated;
- Target audience analysis: The audience that the logo will address should be analyzed. This is one of the main criteria that determines the style of the logo.
• Conceptual design
- "Brain storming" phase: The team thinks about creative ideas and prepares sketches;
- Sketch: The best ideas are sketched on paper or digitally. Assume that only 3 out of 10 ideas end up winning by voting;
- Revision: These sketches – “drafts” are revised according to customer feedback.
• Final touches and handover
- Preparation of the final version: The approved design is finalized and printed in various formats;
- Delivery process: The logo is presented to the client in various file formats.
The following factors should be considered when designing a logo:
- Target audience: Try to understand your audience and what they want;
- Brand identity: You should design a logo that is original and consistent with the overall brand strategy, reflecting the values, mission and unique features of your company;
- Trends: You should pay attention to the fact that the logo is modern, but also a logo that retains its relevance over the years, regardless of time;
- Color and style: You should analyze popular color schemes and styles that match the sector;
- Uniqueness: Your logo should be different and unique from your competitors' logos. This will help avoid confusion and protect the brand from copying;
- Versatility: The company's logo must be able to work in different formats and platforms;
- Typography: If your logo contains text, it is important to choose the appropriate font or font combination correctly. Fonts should be legible and harmoniously combined with graphic elements;
- Cultural aspects: If the brand wants to enter international markets, the logo and its elements must be accepted unambiguously and without contradiction in different cultures;
- Testing and feedback: Conducting tests and getting feedback from your target audience and stakeholders will help improve the logo and ensure it meets expectations.
How many logo types are there?
1. Abstract: Abstract logos are logos that do not represent a specific object or concept, but convey a brand message using unique symbols. These types of logos are designed to convey a brand's mission or vision. For example, Nike's "Swoosh" (the word "swoosh" is the official name of Nike's logo designed in 1971 and means "the sound of something flying fast") symbolizes movement and progress.
2. Mascot: Mascot logos feature a character or figure that represents the brand and reflects its character. These types of logos convey more of a friendly feeling while being fun and memorable. An example of this is KFC's Colonel Sanders logo. So this old man represents the founder of the brand and its products.
3. Combination: Combination logos include a brand name along with a symbol or logo mark. This is a good choice for companies trying to promote their brand or increase their popularity. An example of this is Adidas, where the three stripes symbol and the brand name are used together. Adidas' current logo design is a minimalistic symbol known as the "Three Stripes" that symbolizes the brand's identity. The three stripes represent endurance, progress and determination to achieve goals. This makes it possible to appeal to both athletes and the general consumer population.
4. Letter mark: Monogram logos are typographic logos created using a company's initials or abbreviation. Especially ideal for companies with long names. For example, the IBM (International Business Machines) logo consists of the company's initials.
5. Emblem: In emblem logos, text is placed along with any symbol inside an icon or emblem. It usually has a traditional and classic look. For example, Starbucks' round logo combines the mermaid symbol and the brand name.
6. Word mark: Word mark logos are logos that emphasize only the company name and are presented in a unique typography. These types of logos create a strong connection between the brand name and the visual identity. The logo of Coca-Cola written in a curved font strongly emphasizes the brand name. This logo has been cemented in the subconscious of consumers for years.
7. Pictographic or symbol logos: Pictographic logos represent a specific image based on a brand name or concept. Popular for their simple designs, these logos are best known for their memorability. For example, Apple's current logo design in the form of a bitten apple looks minimalistic, but it is world-famous. Defying time, this logo reflects the brand's innovative, sophisticated image.
Regardless of which of the listed logo types you choose, your basic logo design should be simple and memorable, easily recognizable by your target audience. Complex logos that are difficult to remember should be avoided. You should prefer to choose a design that effectively conveys your brand's key messages and matches the needs of your target audience. If you want professional support, Global Management's creative and professional marketing team is ready to provide you with every support from A to Z, from logo design to branding.
