10 Tips To Logo Design

February 2nd, 2007

            People remember something when it leaves an “emotional mark” on them. We are obviously looking for a positive emotional mark when it comes to logo design. A good logo catches the eye and sticks in our consciousness rather than getting filtered and trashed with the millions of bytes of information we receive each day.
           So the question is: How does a logo design leave a positive emotional mark in the casual observer?
           Creating a logo for your company should be taken as a fun quest!  Your mind must be in a childlike state. We are looking for a new look, an original point of view that catches the public ’s eye. A logo design should be the result of a deep and playful process.

1. Forms and shapes
   
   Thinking sideways is the definite way to go. Your subconscious is the most powerful tool you have when engaging in a creative process. When sketching a new logo design try to improvise on the spur of the moment without planning or evaluating beforehand. Choose any shape that represents your company and start playing with it, looking for a fresh design. Document any idea that comes to mind in relation to the design. Combine, add and subtract!

Articles

Branding and Image
10 commandments of a designer
Marketing tools: Advergames

2. Text
   
   Think simple! Don’t get too fancy or complicated. The text should be readable at any size the logo is presented. Again, experiment with different fonts and sizes. Try to come up with a new way to represent your company’s name.
   Try these site for designer’s tools (fonts, logtypes, vector clip-art): Blue Vertigo, MonotypeFonts, House Industries.

Check out this example:

Can you see the secret arrow hiding in between the “E” and the “X” of the Fedex logo?

3. Colors
   
   When it comes to choosing colors for a logo design the rule of thumb is still simplicity. Economize. Try using variations and gradients of the same color. The logo should work in color as well as in grey scale gradients. Use colors that are appropriate for you businesses area. For example: blue is rarely used for any business that deals with food. 

   "Color has the ability to impact our state of mind", Karim Rashid

4. Unity
   
   A logo should not look like a pile of elements all scrambled together. Unity and coherence are essential in the design. Try to make you logo look as a single and strong unit that can be remembered instantly.

5. Contrast
   
   The eyes “sees” in contrast to other elements in space. To achieve a strong visual effect in a logo try contrasting colors, fonts, and shapes.

6. Don’t Overdo it
   
   The most successful logos in the market are simple and easy to remember. Our minds like to economize energy and in so it filters any information that is too complicated to remember. If your logo is too “heavy” people’s mind will tend to discard it. Again: Keep it simple!

7. Professionalism
   
   We know some of you are in a really tight budget. However, logo design is an area where you shouldn’t be afraid to hire experienced professionals who will definitely add value to your logo design.

8. Slogans and Taglines
   
   Slogans and taglines are effective tools when trying to send the correct message. The slogan design should be coherent with the logo design so that a harmonic unit is achieved. To include or not to include a slogan in your logo should be a matter of deep consideration. Not every company needs a tagline but there is no doubt that some can really use one.

9. Vectorize!
   
   When designing your logo you should always use a vector-based program. Your logo will be presented in different sizes and scalability must always be considered. A vector-based logo will ensure you the balance and contrast that your logo needs.

10. It’s not about you
    
    When thinking of a product, marketing experts know that the client comes first. What you want is not as important as what your client needs. They are the ones who will buy your product; they are the ones who will give out their money; and they are the ones who will be looking at your logo. Therefore, your logo must say “I have what you need!”.

A professional logo can really help your company reach a higher plateau of success. A worthy logo design will stick in people’s subconscious; it will make your customers think about your company and your products. In order to achieve recognition a company must aim to having a logo that helps your business get the clients and sales it deserves!

by Max Marcus