Logo Design
Your logo is a visual representation of everything your company stands for. Has it become dated or taken a back seat to other images that represent your company's identity? When you survey customers and examine the competition, is there confusion about what you do? A good logo should communicate something about the nature of your business, product or service. So if this vital component is out of step with your message and customers, it's time to bring it up-to-date.
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The Beauty of Simplicity
Marissa Mayer lives with that conundrum every day. As Google's director of consumer Web products, she's responsible for the search site's look and feel. Mayer is a tall, blond 30-year-old with two Stanford degrees in computer science and an infectious laugh. She's also Google's high priestess of simplicity, defending the home page against all who would clutter it up. "I'm the gatekeeper," she says cheerfully. "I have to say no to a lot of people." - Read More
Corporate Identity, Brand and Image
It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality. Unfortunately, many companies do not realize this fallacy, as they are sometimes led to believe by agencies and consultancy companies that the visual changes will change the brand image. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard.
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Logo Design - Not Just a Typeface
Often overlooked as "cosmetic," a company's logo can be one of its hardest-working assets. A company logo may be the last thing cost-conscious CEOs focus on when they're looking to jump-start growth. Which is perhaps why it took more than two decades for White Mountain Footwear, a privately held shoe manufacturer based in Lisbon, N.H., to finally give its own emblem some serious thought.
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Paul Rand - The Logo Design King!
Think of three resonant, established logos, and, chances are, at least one of them was created by Rand, the father of modern branding. With his succinct philosophy that "the trademark should embody in the simplest form the essential characteristics of the product or institution being advertised," Rand practically created the corporate logo culture. Were IBM, Westinghouse, UPS, or ABC on your list? All Rand's.
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Just a name and a logo design!
To me, a Corporate Identity is not only the visual representation of a business (name, tagline: value proposition in minimal number of words, logo, corporate colors and typeface), but also its philosophy and its values.
In today's world, we are all bombarded with information, every waking minute. Globalization increases competition, products are interchangeable, and new products come to the market at an ever faster rate. Every business is competing for our attention. - Read More
Steps to a Better Logo Design
In order to design a good logo, you need to know your customer and your customer's customer, as well. Many customers may come to you and request a particular style of logo design, or the use of a particular symbol. Dig deeper ? find out what is unique about your customer, how they solve their customer's problems, who their target market is.
Is the target market over sixty? You may want to use larger type than normal to alleviate failing eyesight. Is the target market twenty-something? Vibrant colors such as those used in popular computer games may be the answer.
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The Logo Design Process
New designers often ask how to design a logo. Below is my process for designing logos; YMMV (your mileage may vary) - which is fine. I'm just sharing my process with you so that you have a starting point. Most of this logo process is in a certain order - for instance, you should always get information about the company and its market before you even think about designing - but certain steps aren't so cut and dried. I might look around for information before picking fonts, for instance.
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Principles of Logo Design
Generally, all the principles of design apply to any piece you may create. How you apply those principles determines how effective your design is in conveying the desired message and how attractive it appears. There is seldom only one correct way to apply each principle. - Read More
Types of Company Logo Designs
The most widely used of all logo types, the wordmark focuses on text and typeface but can incorporate other elements as well. A wordmark may be best suited for companies whose name effectively describes what they do (Office Max, Home Depot) Without graphical elements to convey that message, a literal interpretation of the words is often necessary. (For example, we know that Gilmore and Rey are accountants because the logo literally tells us so.) - Read More
Logo Design Tips
Your logo is your first chance at making an impression and getting customer recognition. When getting your full logo designed there are a number of things to keep in mind that will help you be able to make the best impression so that people will recognize your company.
Simple is better - It can be recognized in small sizes on a business card or at great distances on a billboard.
Consistency - Use of your logo is as important as designing it. Use it consistently throughout all communications from your company.
Colors - The more there are, the more expensive to print. A two or three color logo can be as effective as a full color one, and can save you thousands of dollars of printing costs down the road. If you're wed to the idea of a fancy full color logo, also consider having a black and white variation done at the same time for faxes and other print materials.
Graphical Logo - This is a graphical design that stands for your company. It's normally used in conjunction with the company name. Think Nike's swash symbol.
Text Logo - This is a specifically planned text rendering of your company name or initials that is used as a logo. Think SONY.
Combination Logo - This is when a graphical symbol and text logo are used together. Think AT&T's circle/globe and their name together.
When you think of big name logos that you see all the time, you can see that they've used the information in these tips and it's worked for them. It can work for you too.
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