There have been numerous
creative logo design showcases, logo design resources and
logo design tutorials posted
across the Web. While these help you to create a powerful toolbox for your logodesigns, first you need to gain a solid understanding of what makes a logodesign good and what you need to consider before starting using this toolbox.
In this article, we’ll get down to
the nitty gritty of what makes logo
design and
we’ll also guide you through the principles and best practices of how to create
an iconic brand identity.
What Is A Logo?
To understand what a logo is, we first must understand what the
main purpose of logos is. The design process must aim to make the logo
immediately recognizable, inspiring trust, admiration, loyalty and an implied
superiority. The logo is one aspect of a company’s commercial brand or economic
entity, and its shapes, colours, fonts, and images usually are strikingly
different from other logo in the same market niche. Logos
are used to identify.
Paul Rand, one of the world’s greatest designers states that “a
logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell
(directly), it identifies. A logo
is rarely a description of a business. A logo derives meaning
from the quality of the thing it symbolizes, not the other way around. A logo
is less important than the product it signifies; what it represents is more
important than what it looks like. The subject matter of a logo can be almost
anything.”
What Makes A Good Logo?
A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner's intended message. A concept or "meaning" is usually behind an effective logo, and it communicates the intended message. A logo should be able to be printed at any size and, in most cases, be effective without colour A great logo essentially boils down to two things: great concept and great execution.
Logo Design Process
“Some wonder what’s so difficult about creating a good logo.
They’re small; they look easy to do, so no problem, right? When you only see
the result of a designer’s efforts, the logo creation can look like it was a
simple task. But it’s not. A logo takes thought and creativity, and many
elements combine to make a good one.”
When creating a logo, follow a process that ensures the final
design meets the needs of the clients. Below,
we have listed the typical process that professional logo designers follow.
With practice, you will no doubt develop your own.
Design
brief:
Conduct a questionnaire or interview with the client to get the design brief.
Conduct a questionnaire or interview with the client to get the design brief.
Research:
Conduct research on the industry itself, its history and competitors. Problem-solve first, design later.
Conduct research on the industry itself, its history and competitors. Problem-solve first, design later.
Reference:
Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key.
Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key.
Sketching
and conceptualizing:
Develop the logo design concept(s) around the brief and your
research. This is the single most important part of the design process. Get
creative and be inspired.
Reflection:
Take breaks throughout the design process. This helps your ideas mature, renews
your enthusiasm and allows you to solicit feedback. It also gives you a fresh
perspective on your work.
Revisions
and positioning:
Whether you position yourself as a contractor (i.e. getting
instructions from the client) or build a long-lasting relationship (i.e.
guiding the client to the best solution), revise and improve the logo as
required.
Presentation:
Present only your best logo designs to your client. PDF format usually works best. You may also wish to show the logo in context, which will help the client more clearly visualize the brand identity. Preparing a high-quality presentation is the single most effective way to get your clients to approve your designs.
Present only your best logo designs to your client. PDF format usually works best. You may also wish to show the logo in context, which will help the client more clearly visualize the brand identity. Preparing a high-quality presentation is the single most effective way to get your clients to approve your designs.
“Canned presentations have the ring of emptiness. The meaningful
presentation is custom designed—for a particular purpose, for a particular
person. How to present a new idea is, perhaps, one of the designer’s most
difficult tasks. This
how is not only a
design problem, it also pleads for something novel.
Everything a designer does involve presentation of some kind—not
only how to explain (present) a particular design to an interested listener (client,
reader, spectator), but how the design may explain itself in the marketplace… A
presentation is the musical accompaniment of design. A presentation that lacks
an idea cannot hide behind glamorous photos, pizazz, or ballyhoo. If it is full
of gibberish, it may fall on deaf ears; if too laid back, it may land a
prospect in the arms of Morpheus.” (Paul Rand)
Delivery
& Support:
Deliver the appropriate
files to the client and give all
support that is needed. Remember to under-promise and over-deliver. After you've finished, have a beer, eat some chocolate and then start your next
project.
_________________________________________________________________________________
MicroArts Team:
Phone: +1 347 467 0971
Email: sales@microarts.biz
Website: www.microarts.biz
Thanks for sharing these useful tips for designing effective logo designs. Sometimes, designers get carried away with their creative ideas and fail to recognize the goal of the logo design.
ReplyDeleteThanks for sharing these useful tips for designing effective logo designs.
ReplyDeleteRegards NEMT Software