A logo differentiates a brand from its competitors, so it is significant that it sticks out from the crowd – something many brands fight with.
Often, imitating art is the greatest kind of flattery – however, with logos, this is a no-go. What’s significant would be to make something which you consider is distinct from anything else out there. It’s exceptionally unlikely that what you create will be a first, but that must be your ultimate aim.
Creating a layout that is unique is not all about designing something, but also preventing imitation. Think outside of the usual fare. It’s often appealing to simply fling an industry icon onto the drawing board. However, it doesn’t always have to be so obvious and overt. The Mercedes emblem isn’t anything to do with a car. The Virgin logo has nothing to do with a plane. The McDonald’s golden arches aren’t a burger.
2. Comprehend the brand:
The logo must reach a particular audience and you must keep this in your mind when designing. But be careful of becoming overly inspired by aesthetics, rather than the meaning behind the logo. Studying other brands that are visual can be helpful, but designers should be cautious to not take the inspirations too literally. Any design work must be unique and tap back into your own customer’s brand characteristics.
3. Colour is key:
You must think about every part of the picture when taking the brand’s character into account. Brilliant and bold colours may capture the attention of someone's, but could also look brash; dull qualities convey sophistication, but may well be unnoticed. Every colour can bring nuance to your message and yet have another implication — do not fall into the snare of conveying a different meaning due to a simple brush stroke. Here’s a fast break-down of The Psychology of Colour:
- Red: fiery, attractive, strong
- Orange: inventive, agreeable, energetic
- Yellow: sunny, creative, hopefulness
- Green: development, natural, instructional
- Blue: proficient, therapeutic, peaceful, dependable
- Purple: otherworldly, savvy, reminiscent
- Black: solid and effective
- White: straightforward, perfect, unadulterated
- Pink: fun and coquettish
- Brown: rustic, antique, enduring
4. What is in a name?
A logo contains two components: Before a business can decide upon signifying itself with a logo, a lot of marketing has to be achieved. More than a few companies choose to stick to Logotype completely, like Ray Ban, Coca Cola or IBM for example.
Whether your image can utilise a Logotype relies on the sort of name the brand has. If your business has a distinctive name, then you might get away with a logotype. However, if you have a name that is more general, then you're going to need something to recognise the business by, through the use of a logo mark. When bearing in mind typefaces for your text, utilise negative space, but be sure to dodge gimmicky fonts and maybe tweak an existent font. A few logos even get to be unmistakable due to their custom typefaces. Coca-Cola initiated the slanted lettering and many others tried to imitate it.
5. Ensure that it stays flexible and simple:
It’s vital to have a well-adjusted mixture of quirky and humble. You want your logo to be fascinating, but you won’t want everyone to stare and have to analyse the logo. In our digital world, logos are now seen everywhere: on multiple devices, across all social media, they are icons that that now go beyond paper. For this reason, they must appear fantastic on distinct backgrounds, work for apps, avatars, print, icons and have to be adaptable in size. Consider Adidas, a brand that comprises the exact same theme of three parallel bars in all its designs.
For other companies that wish to embroider or print their logo on work tops and hospitality industries, then the layout must be nothing too involved, as this will become a distraction and will not stand out. Printed logos could feature either just the name or just the logo for simplicity. It’s always important to harmonise the logo with the colours of the uniforms on which they are embroidered. A dark logo against a dark uniform will not be noticed by anybody.