Logos are the centrepiece of your Company’s brand image. The logo needs to tell your client’s something about your business and help to sell your product or service. Ideally, it should say something about your team and how they feel about their corporate image and how proud they are of the brand identity. Creating a visually effective logo for your business or product can be a unique challenge, but following the right design principles can make all the difference. With that in mind, here are several steps that should be taken before the design process even starts.
Your designer needs to gather as much information as possible from you about your business or product.
- Is there any unique history or attributes of the business or product.
- What is the perception of your business or product in the marketplace? Any research that you have done about your product or market can be beneficial.
- Are there specific colours, information or elements that you want to be incorporated into your design. If this is the case, then your designer needs to research background information on those items as well, making sure that he or she is using the correct representation of an element and that they understand the psychology behind colour.
- What is your competition doing? You can start by conducting a Google search, design collateral. Your research will want to reveal what types of visual solutions have your competitors implemented in the logo design and well were the logo designs executed.
Once your designer has all the necessary information, they will be able to begin the design process. Logo design is a very subjective endeavour but always aims to achieve the most effective possible statement with the logo. Your designer should be aware of the following criteria:
- A logo needs to be unique to its own identity and character.
- A logo should project a certain image and be an extension of the ‘identity’ of your business.
Your logo will end up being a combination of elements in order to achieve these criteria. It can be typography only or used in combination with a graphic element. A unique name will not only help meet these criteria but also help in designing something more unique and out of the norm.
Another important element in good logo design is simplicity. Having something that does not have a lot of elements and is easy to read is always better. If the typography and or elements are too complex and hard to decipher, then your message is going to be confused.
- Works well in all mediums (TV, print ads, billboards, internet, embroidery, t-shirt transfers etc).
While the designer needs to explore a number of different design solutions, great logos will stand the test of time. A professional designer will be across the latest design trends and will be wary of fads that will be outdated in a relatively short period of time.
A professional designer can guide you through these steps and will have some influence over your company’s logo, whether it is new or an updated version.
This whole process should not be rushed. The important question is: How much do you want to stand out from the crowd and how much time, energy and money are you willing to spend to design the perfect logo for your business.
Simon is a Sydney based digital designer. He is the Director of a boutique digital design studio, Bailey Street Design located in the vibrant inner west suburb of Newtown. Simon studied graphic design at Shillington College and specialises in web design for small and medium size businesses. Simon and his team (Toby the studio dog) are passionate about visual communication in the digital environment
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