Good Logo Design
It was no accident that logos were the first point discussed in our recent blog ‘Starting a Business Brand 101’ which was all about creating your business brand. They deserved top spot as they are typically the first thing we see and come to recognise about a company. Here, we are going to delve deeper into what makes a good logo and their importance for your business.
Types of Logos
There are some distinct styles when it comes to logos. Each will represent your brand in a different way so choosing the right type of logo for your business is the first step in creating your unique visual.
Lettermark
A lettermark logo is one that uses only letters, in most instances being the initials of the company name. Examples include IBM and HP. This style of logo is generally chosen for its simplicity and to help make the company name easier to remember. After all, International Business Machines Corporation is a mouthful. The font used for a lettermark logo becomes especially important for recognition and ease of reading when reproduced.
Wordmark
Building on the style of the lettermark, a wordmark logo usually represents the full company name. These types of logos are best suited to short, single word business names and work well with unique words, for example, Google and Canon. (Interesting fact: the current Canon logo has been in use since 1955!) With the focus on the font, the wordmark logo makes a bold statement and it is best to work with a skilled designer if considering this style.
Pictorial Mark
The pictorial mark uses a single graphic or icon to represent the brand. The most famous and instantly recognisable of these include Apple and Target. With no accompanying text or icon, the key to the pictorial mark is having an established brand. Having a clear goal of what you want to achieve through the pictorial mark is also important and will go a long way when designing a mark that represents your company and what you do.
Emblem
A classic style and one favoured by luxury car manufacturers, an emblem logo typically shows text within a badge or crest in its design. Think about Ferrari and Lamborghini. Many colleges also use this type of design. Emblem logos are usually reasonably intricate and detailed designs and represent tradition and prestige. Care needs to be taken to ensure the logo reproduces well when used on smaller items such as business cards.
Check Out The Competition
For an idea of the type of logo that could suit your business, you might want to look at what your competitors are using. One style may be used more commonly which could indicate it has come to be recognised among your ideal consumers, much like the emblem is to luxury cars and colleges. While you will want a logo that is distinctly you, there may be benefit in using a recognised style.
Keep It Simple
Simplicity has some key benefits when designing a good logo. The easier it is to recognise and identify your logo, the more likely it is that people will remember your company. The simpler it is to reproduce to exact standards will also help to maintain the integrity of your logo. Also, you want a logo to enhance the item to which it is added, not compete with it.
Colour Palette and Typography Matter
Colours have a long tradition in psychology and play an important part in the meaning of your brand. It is much more than simply choosing a colour you like. Care needs to be taken when using and pairing colours. They evoke emotion and you want to use them to your advantage. You must also consider your target audience when using colour. An experienced designer can help you select the right colours for your product or service.
Similarly, typography is also a key factor to consider in your logo. How you set and arrange the characters will have a bearing on how easy the wording is to read, whether it resonates with your brand and how pleasantly it blends with the overall design.
Scalability
Here is an element that many brands fail to consider. You need to think about the varying sizes at which your logo will be produced to ensure the design stands up to the test! It needs to look good and be legible at all sizes – from an app on a mobile device to a billboard. Where you use the logo may change over time so picture it in a variety of settings to see how it performs.
Understanding the Brand
Your logo is the visual representation of your company and should fit with your brand – the corporate identity of your business. Understanding your unique voice and values and how your consumers engage with these will help to direct the creation of your logo. A great logo complements your business brand and furthers its relationship with your clients.
First Impressions Count
Make a lasting first impression! Potential customers will decide about your business, your trustworthiness and what you represent based on your logo. That is some responsibility! Ensure you give your logo the time and effort it deserves.
Fortunately, you don’t have to go it alone when it comes to creating a logo. Adlab’s team of graphic designers specialise in creating great logos that embody your business and your brand. Talk to our team today and take advantage of their combined experience and expertise.
