Logo design is arguably one of the hardest parts of graphic design though with a little insider knowledge, you may find it’s not so difficult after all. By understanding what makes a “good” logo and the principles behind effective logo design you will be on the right track in no time.
A good logo just makes sense. It will feel simple,
unforced, a ‘natural’ choice. But as with most things that appear
effortless—the glide of a swan, lift of a dancer’s arm or ‘bed head’ waves—a
lot of energy, thought and effort goes into their execution.
In a nutshell, a logo is a mark made up of text and images
that is adopted by an organization to identify its offering. Ideally, a logo
will present a brand to an audience while also differentiating it from the
competition. It will be packed with meaning and perfectly communicate
the industry, services, demographic and values of a company so that consumers
can speedily decide if it’s for them.
A good logo tells the story of your brand using design
elements like color, fonts, imagery and shapes. It will be easy to distinguish
against competitors and have an impact wherever it’s seen. A good logo is also translatable across every medium, and is
clearly distinguishable whether it’s on a business card, or an Instagram logo.
Before you design a logo, you must understand what a logo
is, what it represents and what it is supposed to do. A logo is not just a mark
– a logo reflects a business’s commercial brand via the use of shape, fonts,
colour, and / or images. A logo is for inspiring trust, recognition and
admiration for a company or product and it is our job as designers to create a
logo that will do its job.
1. A logo must be
simple
A simple logo design allows for easy recognition and allows
the logo to be versatile & memorable. Good logos feature something
unexpected or unique without being overdrawn.
Your logo needs to be easily identifiable at a glance. Allow
for changes of size and colour. Good logos deliver something unexpected and are
unique without being complicated.
2. A logo must be
memorable
Following closely behind the principle of simplicity, is
that of memorability. An effective logo design should be memorable and this is
achieved by having a simple, yet, appropriate logo.
An effective logo should be memorable. Keep it simple and
appropriate to the nature of the business. The Audi logo has a global
presence. Children from a very young age play games in memorising what cars
they recognise via their identity.
3. A logo must be
timeless
An effective logo should be timeless – that is, it will
stand the test of time.
An effective logo should be timeless and should avoid
trends.
4. A logo must be
versatile
An effective logo should be able to work across a variety of
mediums and applications. For this reason a logo should be designed
in vector format, to ensure that it can be scaled to any size. The
logo must work in just one colour too.
A good logo can be used in a variety of sizes and colours.
Your logo should have the versatility to appear on collateral for a pen to a
plane. This dramatic physical scale in usage demonstrates how an identity
needs to work across a wide scope of collateral. Mockup
5. A logo must be
appropriate
How you position the logo should be appropriate for its
intended purpose. For example, if you are designing a a logo for children’s
toys store, it would be appropriate to use a childish font & color scheme.
This would not be so appropriate for a law firm.
A professional logo should be fit for purpose. The logo
should be appropriate for the intended audience. For example a logo for a
toyshop could be colourful and playful in its execution however, the same
wouldn’t apply to a law firm.
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logo mockup psd free download
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