As you may realize, a logo represents a company’s essence, core belief, and mission in a single word or image. There is a common misconception that logos are not that important. Most consider them to be the cherry on the cake. A well-thought-out logo is not only eye-catching but is also very helpful in building a brand. In fact, it is the first impression that a target audience gets when hearing about a business or organization. In this article, I will devise a working strategy that will help you create a professional logo, be it for your company or for a client of yours.
Also Read: How Canva is Changing the Graphic Design Landscape
- Understand the Brand
Before you rush into designing a logo on a piece of paper or utilizing a design software, it is crucial that you understand the purpose behind the brand that you are designing for.
Define the Brand Identity:
Ask yourself, what does the brand wish to be seen as? What are its values? The answers to these questions will assist in identifying the type of logo the brand requires. For example, a tech company might wish for a logo that doesn’t look antiques, while a children’s brand seeks a tasteful mix of colors.
Target Audience:
Know what the brand’s target audience is. In doing so, you can select the elements that should go into the design. Essentially, consider what core values does the brand possess?
- Research the Market
Usually, one designs a logo that can appeal and cater to the audience. But to finalize it, researching the market is a vital step. While fully understanding the logo, a potential audience is targeted.
Competitive Analysis:
Take note of competing businesses’ logos and analyze them to locate what is effective and what is ineffectual. The analysis should be focused primarily on understanding the positioning of the competitors instead of directly concerning the replication of the logos.
Industry Influences:
While attempting to create a logo for a brand, it is always best practice to be up to date with what’s the pitch in the market. A logo, ideally, has been made to last long.
- Choose the Right Type of Logo
Depending on the brand’s need or type, the logo styles are different.
Wordmark:
It’s a text-based logo that is heavily dependent on typography (for example, Google).
Lettermark:
It’s a monogram composed only of the brand’s initials (for example, IBM).
Icon:
It’s a graphic that is visually illustrative of the brand (for example, Apple).
Combination Mark:
Combination Mark is a combination of an image and text (for example, Adidas).
Emblem:
It’s a logo with words placed on top of an image or inside a shape, or for a more popular term, Countries (for instance, Starbucks).
The decision should be made based on the demographics of the brand.
- Think Creatively and Draw Your Concepts
Although sketches can be challenging to create at first, it is better to sketch something instead of spending too much time thinking of ideas.
Sketching by Hand:
Make rough representations of first ideas with a stylus on your tablet or with a lead pencil onto plain paper. This technique is considerably more adaptable.
Mind Mapping:
A mind map of relevant words and visuals associated with the brand can be formed to encourage more brainstorming.
Keep It Straightforward:
People should not establish logos that are very complex because the objective is to increase credibility. The audience can always disregard over designed logos.
- Determine the Color and Build the Fonts
The effectiveness of a logo depends on consistency of typography and color.
Typography:
Such fonts should be used that go well with the character of the brand. With serif font, there is an implication of tradition and reliability, with sans serif it is modern and straightforward, while script fonts create a more sophisticated or child-like impression. To ensure simplicity, do not incorporate more than two types of lettering styles.
Colors:
Colors provoke unique irrelevant emotions and properties, for instance:
- Red: Energy, passion, urgency
- Blue: Trust, Reliability and professional
- Green: Growth, Nurture and Health
- Yellow: Optimism, warm and attention
Remember to bear in mind that your logo can also be presented in black and white to increase the usability.
- Use a Design Software To Create the Logo
Once the direction is clear, the next step is to convert into a digital logo version. Use professional design software like Adobe Illustrator, CorelDRAW, or Canva Pro.
Logo Type:
Save the logo in vector files ensuring the highest quality.
Graphics with Grids:
Implement grids to structure symmetry and balance with the design. Grids assist in placement control and achieving ocular appeal.
Iterations:
Try out various designs to include font weight and color combinations to achieve the casual and stylish look.
- Feedback
Feedback is key when improving your design structures and in checking whether it will reach the right users.
Internal Feedback:
Present the design to clients or stakeholders while anticipating their reactions.
External Feedback:
Get feedback from a few people in the target audience, with regards to the design remembering to focus on clarity, relevance and memorability.
Adjust the Design:
Make the changes suggested but do not lose focus of the initial identity of the brand.
- Logos And their Practical Application
Logos have to be multifactored, they must be able to look good and serve their purpose on various forms of media and devices. Their effectiveness in the following areas should be tested:
Print Media:
Business cards, brochures, and packaging
Digital Media:
Websites, social media, and mobile applications
Sizes:
It is legible and looks good at all sizes from favour logos to billboards.
This stage would include testing for failure points such as the ratio of edges, dots, or hues.
- Conclusion to Logo Creation And File Delivery
Upon agreement on the design and rendering of the logo, file preparation for its seamless delivery can now commence.
File Types:
The logo should be available in different graphic formats such as AI, EPS, PNG, JPEG and SVG. Each graphic format can serve its purpose for example PNGs are for Annex use while EPS is for Macy sorts.
Style:
Logo style guides on color palettes, font styles, spacing and other uses must also be created to align the logos accurately with the brand’s identity.
- Copyright The Logo
A logo stands as a trademark of proprietary and thus requires legal assistance to establish it as a trademark.
Trademark:
Utilize registered trademarks to irreversibly curve the use of logos by anyone. Get an interpretation of legal limits in relation to this.
Copyright:
Always have logos registered under the intellectual properties rights regulations in case a custom logo design firm spills on you.
Conclusion
In professional logo design, crafting a logo encompasses more than just designing a stunning symbol of a business. It is about creating a visual identity that encapsulates the spirit of a brand. By doing systematic work starting from understanding a business to completing the logo, a logo that is both beautiful but also functional and reliable can be created.
An excellent logo is one of the greatest tools for developing a company in terms of its reputation and clients’ assurance hence making it worth the work. This article will be useful since it will ensure that there are proper steps, strategies and processes to confirm the success of the design.