A logo is to a business as your face is to you.
Your face is who you are, how you are recognised and creates people’s first impressions of the person you are. This is no different to logo design in business.
Logo design establishes a brand’s identity. Is the brand slick and professional? Is it cheeky and fun? Whatever your brand’s personality, your logo should highlight this.
A logo is a mental shortcut to a product or business, so the consumer’s mind should immediately recognise or feel intrigued about the logo. Largely successful companies such as Apple, McDonalds and Nike have created logo’s that immediately connect our minds to the product or logo without needing to see the name. Apple, with the bitten apple, McDonald’s with the famous golden arches and Nike with its understated white tick. These simple images are so powerful that they not only remind you of the brand, but they represent a lifestyle. Think of that Nike tick and try not to feel like going to a run. Think of that golden ‘M’ and try not to hop in the car and head through the drive-through for a Big Mac. And think of that perfectly bitten apple and try not to want to update your already beautiful Apple products to the latest model. This kind of instant recognition is what has made these companies some of the most popular in the world.
The world is flooded with millions of logos every day. From corner to corner we are seeing logos for various products and businesses. This overcrowded market that we are in makes it even more important for a company’s logo to be bold, unique and representative of their core values and purpose.
Part of a logo’s effectiveness comes from repetition. As it becomes more familiar among its community, the more brand and consumer loyalty is built. Companies make the mistake of forgetting the importance of repetition. Every time the company is mentioned or advertised, the logo should accompany it. A logo is a company’s MOST important marketing tool!
Having a great Logo does not mean it has to be complicated. The best logo designs in the world are also the most simple. It is important to keep in mind that a logo should be able to stand on its own, without any words. This way your logo is relative in every country and every language. A great logo should be able to look good online and offline, on a billboard and even on a postage stamp.
Take a look at some of the design work we have done for some of our clients.
This design is clean, discrete, simple and memorable. The two colours of black and white make for a nice finish.
This design for Parallax Studio is unique and intriguing. The logo makes you want to know more about the brand. The clean but dysfunctional lines of the ‘A’ meeting the straight edged line under the word ‘studio’ make for an interesting and memorable logo.
As mentioned above and shown in the two examples, the main point of a great logo is for people to identify with a brand or product quickly. It is a simple signpost of the brand’s values and identity.