A logo is one of the most important things that a company should invest in. They are the visual representation of a company or organization, so it is easy to understand why they have to be designed to communicate the brand quickly and easily. Don’t go cheap on a logo – it is priceless and one of the most valuable things you own.
There is far more to creating a logo than most people think. Capturing an organization’s personality and their core beliefs into a single, simple image takes a disciplined approach, following a process. We use this approach and it helps to keep the creative ideas from spinning out of control and going down the wrong road.
Our belief in what makes a great logo goes like this:
Keep it simple, clean.
Make sure that it will be remembered – don’t complicate the message.
The design should fit the brand and the target audience.
How will it look in years to come? Consider trends and fashions.
Think about colors – beware of fashion cycles.
Make it workable across all media.
And our process reads like this:
Research the business field that you are designing the logo for. Understanding the ins and outs of the business helps to narrow down the visual images that will be appropriate to use.
Talk at length to your client – get to know them, how they think, and what their values are. Have some laughs, be relaxed – find out how they see themselves and what makes them different to their competitors.
Now that you have a pretty good idea of the direction to go in, we start to jot down ideas, do sketches, try things out. If you have followed the process of research, getting familiar with all aspects of the business and the client themselves, you should be on the right road to a successful logo design.
Creativity knows no bounds – as these well known dual meaning logos show. They all fit the brand they represent as well as going one step beyond with their creativity. Can you see the double images?
There are, however, some pitfalls that sometimes crop up unexpectedly. Beware the language differences if you are working with an overseas company – the translations can be funny and unexpected, but should definitely be avoided!