Cameron FrancisFebruary 21,2014

Steps to Logo Success

Category: Graphic Design
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Steps To Designing A Successful Logo

Prior to starting on a logo design, you should have a clear understanding of the purpose of a logo. A logo is supposed to identify a business or product using a symbol, flag, mark, or signature. A logo will rarely be a business description and it will not directly sell the company. A logo’s meaning will be derived from the quality and traits of the business it symbolises, not vice versa. Logos serve to identify a business, not explain it. To summarise, the meaning of a logo is more important than its appearance. A logo must identify a business in a manner that is memorable and recognisable. We’ll identify steps you can take to create a successful logo design.

steps to logo design

  • Does it Work Vertically?

    Your logo should have both horizontal and vertical options. The orientation you use will depend upon where your logo is displayed.

  • Does it work without a box around it?

    Effective logos rarely have a box around them. A boxed in logo will not display well on many sites and print ads.

  • Can you sketch it near instantly?

    Having an excess of colours, shapes and lines will make your logo appear provincial. Normally, less is better. A simple design will be more memorable. Keep in mind that your logo is meant to convey one unifying thought.

  • Are there less than 2 fonts?

    It’s best to have only one font in your logo design. Two fonts will be ok if your logo includes a tagline. Three fonts will never be acceptable.

  • Abstract comes before literal

    Some logos have a literal appearance whereas others are very abstract. Brands that will not have much advertising, PR or other types of repetitive exposure will derive the most benefit from literal symbols. However, if a brand will be constantly advertised, abstract symbols normally work best. Increased exposure of a brand will allow your target audience to be trained to recognise your logo or brand. This concept is based upon the innate human ability of pattern recognition.

  • The brand is the sum of everything. The logo isn’t.

    A logo is not meant to be a description of a business. The meaning of a logo will come from the brand that is symbolises. A logo is supposed to identify a brand, not explain it.

  • A logo is a suggestion, an impression, a clue

    Your logo should provide a recognisable and legible symbol for use in your marketing material. A logo will function together with your name to make a unique brand. But your logo is not meant to tell the complete story of your brand.

  • A Logo’s job is to provide a legible, recognisable face to your brand

    Your logo is meant to provide a symbol that people can identify with your brand. While a logo will represent your business and its core values, it does not need to represent what you do visually.

  • Don’t ask blue or green, ask technical or trendy

    It’s best to use solid colours rather than gradients. Gradients won’t print well and frequently appear amateurish. That being said, choose colours that will match trends in your industry or market niche.

  • Define the brand, then execute

    First, think about your brand prior to agreeing on a logo design. Ask pointed questions. You need to understand your clients and the types of things they desire from you. Understand what you want to get from your customers. Consider the mission statement of your business.

  • Face it. Someone won’t be happy with your choice

    There will always be some people that don’t appreciate your logo design. Changes in branding, like logos, should be made in combination with an internal explanation to ensure that staff members understand why you have made a specific choice for your logo design.

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Author: Cameron Francis Cameron Francis is the Director of eTraffic Group. He has been engaged in all aspects of online marketing for the past 8 years. He is actively involved in SEO, Paid Search, Social Media Optimisation, and Web Design.

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