Many business owners erroneously perceive the logo simply as a short description image for their company. However, I would like to point out that what makes a logo fulfill all its functions resides in its meaning and symbolism.
Because they represent the heart of a business’s identity, a company’s logo can be best compared to a nation’s flag. As their main role comprises quick identification, trust, loyalty, and admiration, designing an emblem is an art that implies selecting the ideal fonts, colors, images, and shapes to inspire and reveal the essence of your brand. Let’s find out more about the principles behind developing an effective logo and the steps you should follow in the design process.
The fundamental principles of logo design
At first glance, coming up with a logo may appear a simplistic and quick process. More often than not, this false premise comes from the fact that many business owners are used to viewing the final product, rather than the steps involved in the design. However, a logo represents the result of a lengthy creative process, a procedure that must be able to convey a memorable message and that relies on 5 key elements:
1. Memorable
The number one rule in effective logo design is that it needs to be memorable. While not all web designers agree on this one, if you ask me the easiest way to make a logo unforgettable implies selecting a shape/image/color/font that is in accordance with the company’s industry niche.
2. Appropriate
An appropriate logo means a logo that specifically addresses to its main audience. Consequentially, while it is perfectly natural and highly recommended to use multiple vivid colors on a logo addressing children, doing the same for a private clinic for example will generally leave a bad impression.
3. Versatile
Because you will be using that logo across a variety of formats, it is mandatory that it is versatile enough to fit all applications and media. Here, I’m not referring solely to designing it in a vector format; in my opinion, the colors, shapes, and concept behind the logo are also important.
4. Simple
I don’t know if you have noticed, but most global corporations have a preference for simple logos and some of them are even working hard to simplify their current logos (Microsoft). The reason behind this comprises the fact that simplicity has the power to make a logo easily recognizable, versatile, and memorable.
5. Timeless
Since the logo must represent the identity of a business this means that it must be able to pass the test of time. Take Coca-Cola for instance: while the company did make minor modifications, their 125-year-old emblem remains basically the same (maybe this is why it is the most recognizable logo in the world).
The steps to creating an effective logo.
Now that you understood the key elements that can make or break a logo, it is time to discuss the 4-step process an effective logo undergoes.
1. Research
Before you contact a web designer, first you need to perform comprehensive research on the history of the company, the background of the industry, and your main competitors. In addition, it would be great if you could perform an analysis on the logo designs that have been successful in your niche over time. Overall, this will help you find certain trends regarding industry logos. However, refrain from simply following trends for the sake of it.
2. Sketching the concept
If you have done your homework right, then it is very probable that you have some concept or ideas in mind that you want to discuss with a web design company. I want to point out the fact that the more details you offer to a designer, the more appropriate will his first sketches of the concepts be.
3. Analyzing the first sketches
More often than not, a professional logo designer will not limit his work to a single sketch, but rather provide several drafts for you to choose from. Therefore, browse through them and pick the one that you find most appropriate and representative for your company. On a side note, even if the sketches do not meet your precise expectations, don’t forget that a logo designer is a professional with a lot of experience in the field and can guide you to the best solution.
4. Final revisions
While the logo designer will offer his expertise, rest assured that he will always respect your opinions and decisions. Therefore, don’t hesitate to ask for modifications if you don’t fully agree with the logo or ask him for suggestions that would fit in the design.
