UNDERSTANDING LOGO DESIGN
Logo. Four little letters. One big (and important) meaning. A logo has the primary and important purpose to serve as a single graphical reflection of your brand, in turn, swiftly securing in the mind’s of your consumers who you are. Think a half eaten apple or those golden arches. If you visualised Apple and McDonald’s you just received 2 points and extra bonus points if you are aware that this instant recognition is vital for a business’s success. Here at theroom we’ve formulated some tips for you to master your logo and brand development, whether that be for catalogue, brochure or website purposes.
Remember the medium. And adapt.
It is inevitable that over the course of a brand venture that your logo will take upon various platforms and mediums. With this in mind, it’s important to recognise the strength and power of clean lines and to consider any drop-shadows, 3D effects or gradients on your logo. This will maximise the success and limit the irregular edits to ensure your logo can easily be transferred on to billboards, business cards, annual reports, various mobile screen devices and a variety of other media. Similarly, while it might seem tempting and almost illogical not to follow a certain trend, for example a popular typeface at the moment, it should be questioned. Logo design should plan for longevity and have a sustainable message over an extended time frame. Adapting to cultural trends in the present can sometimes blur or misdirect your brand with where it’s heading for future success.
A great logo should be both distinctive and meaningful to prospective customers. With an alarming and almost endless potential colour scheme available, it is important to focus on what your brand is to signifying and what these colours should convey. Similarly, when considering shape, this also enables a strong message to be conveyed. While a bold and innovative design tends to be associated with tech or evoke efficiency, a more soft and refined shape can represent a service or dependence. As a customer, we sight hundreds of logos a day and are equipped with the knowledge to identify the good from the…not so great. By perfecting the design and shape of your logo, it capitalises on your success as a company and entices customers to learn more, continue their relationship with your brand or even deters sales from your competition.
Unless primarily operating online, your logo should always be price sensitive. As your brand develops and evolves, it enables greater exposure across more mediums, which can extend past conventional business material and stationery. From this, it is fundamental to limit alterations or rebranding where possible. This is not only expensive, rebranding for successful companies can become confusing for the consumer and could be faced with the inability to adapt or relate to a changing brand. Your brand should ideally stand well and strong through the test of time. This ultimately comes back to the crucial need for consistency. Depending on the layout, your logo may require horizontal and square representation, colour or black and white- regardless of the purpose it should maintain an element of consistency to generate the best return on investment.
Mastering the logo is a difficult feat and usually requires more than just a few Photoshop tutorials. Here at theroom, we have a highly trained and dedicated team that understands your brand, your customers and how to design a logo to best suit your business needs. Should you have any questions or want to learn more about logo design, don’t hesitate to contact our Roomies.