A logo has the power to influence customers greatly, when the target audience engages with a brand’s logo there are a million subconscious thoughts that spring to mind and the customer is led to act. Although brand developers and marketers know that these subconscious thoughts are anything but, and successful logos are carefully crafted to affect customer’s behavior in the brand’s desired way.
Logos are used to promote a brand’s message visually, in an instant; whether this is serious, fun or powerful, the use of professional design ensures the logo is sending the correct message across all platforms.
What is a logo?
A logo is a symbol that allows a brand to resonate with their target audience, and prospective customers. It should represent the brand’s identity and can be used as a trust building “face” of the company. It’s highly unlikely customers would engage with a brand that had to visual identity which is what makes them so important.
A great logo is like an old friend you see on the street, you are encouraged to move towards them smiling. A bad logo is like a stranger; you avoid these faces and look at your feet instead
Why a logo needs to be versatile today
Today, logos are not just used on shop fronts; each aspect of our lives is saturated with branding opportunities whether this be:
- Business cards
- Social media
- Web design
Thanks to our constant connectivity we assume that our logos will be mostly used in digital, but this is not the case. Logos are still as important as ever in the physical world. It’s vital a logo can transcend one platform and is instantly recognisable to your audience no matter what medium they see the logo in.
How to create a versatile logo
A logo is not just an aesthetically pleasing design, but the visual representation of a brand, through every platform the logo must be recognisable. A recognisable logo is a powerful one.
Keep it Simple
A key feature of a transcendent logo is in its simplicity; often the simplest designs are the most successful. It might be tempting to create an elaborate design, and with small businesses this exciting time is typically a hub of creativity and activity but it’s best practice to settle on a clean, concise logo that can be easily scaled. Look to successful brands such as Adidas and Chanel and Nike. The Nike Swoosh is recognised by 97% of people. Simple logos can be scaled with ease without looking distorted. If a logo becomes a blob on a business card, the brand loses meaning.
A condensed brand identity means it will catch the attention of the audience in an instant no matter in what media the logo is presented. This could be someone speeding by on a train, packaging on a shelf in a supermarket or a glance at piece of merchandise worn by someone in a crowded room
Does in work in black and white?
Today a logo does not need to work in black in white, but if the design is going to be used in offline applications, it’s best practice that it does. This not only reduces printing costs but increases its ability to be easily transferred to different mediums. Black and white logo design works best for:
- Logos on receipts – A brand may begin as an online venture, but eventually may be stocked in retail stores where the logo will need to be scaled down and gray scaled to accommodate the needs of the till roll.
- Promotional goods – Logos might be used sporadically on different promotional items, a versatile logo will work on any item with ease.
- Glass and windows – using a versatile logo will mean it can be transferred to frosted glass spanning large areas without looking distorted.
Many brands cannot wait to add a burst of colour to their logo but brands should consult with a professional for company logo design advice. Successful graphic designers will test the design to see if the identity of the brand is upheld without colour. The professional outlook of logo design is more systematic than those who are untrained. The design process involves;
- Final design – Choosing the colour should be the last step in the design process.
Consider an Icon
A study by Ofcom shows that two thirds of us own smartphones, and spend over two hours a day gazing into the screens. This has made the need for icons more important than ever. An icon is an accompaniment to your logo. They are commonly seen on user interfaces to describe what the application does at a glance. Icons are used in mobile apps and help users understand information without a scaled logo which could become distorted when viewed on mobiles.
Logo Design Tips
Before a logo is launched, it should be looked at one last time methodically. Throughout the years huge corporations have fallen at these final hurdles, the London 2012 Olympics was blasted on social media and gained viral status for resembling an X-rated image. These types of logo fails can be the difference between the success of a logo and the brand becoming a laughing stock.
A common mistake in logo designs is company owner being overly involved in the process and the success of the design is compromised due to personal tastes overshadowing systematic design. remember;
- Design for the customer, not the business owner. Is the audience young or old? What gender are they?
- Does it work if printed on a postage stamp/billboard? A brand may be small to begin with, but eventually the logo may be used on the side of a building.
- Does it work in black and white? Don’t rely solely on colour for the success of your logo. It must transcend digital and work across all mediums
A logo should resonate with an audience in an instant, no matter the platform. Seeking advice from a professional logo designer is recommended for any business when creating a logo. The expert staffs are able to look at logos objectively and understand how to design across multiple mediums.