Logo Design - What Is a Logo?

What is a logo?

A logo identifies a business in its simplest form via the use of a mark or icon. A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logos derive their meaning from the quality of the thing it symbolises, not the other way around - logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

What makes a good logo?

A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

There are five principles that you should follow to ensure that this is so...

An effective logo is (in no particular order):

* Simple

A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.

* 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.

* Timeless

An effective logo should be timeless - that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?

* Versatile

An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.

Ask yourself; is a logo still effective if:

 Printed in one colour?

 Printed on the something the size of a postage stamp?

 Printed on something as large as a billboard?

 Printed in reverse (i.e. light logo on dark background)

One way around creating a versatile logo is to begin designing in black and white only. This allows one to focus on the concept and shape, rather than the subjective nature of colour. One must also remember printing costs - the more colors used, the more expensive it will be for the business over the long term.

* Appropriate

How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for children's toys store, it would be appropriate to use a childish font & colour scheme. This would not be so appropriate for a law firm.

It is also important to state that that a logo doesn't need to show what a business sells or offers as a service. ie. Car logos don't need to show cars, computer logos don't need to show computers. The Harley Davidson logo isn't a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification.

How to Design a Logo?

The logo design process...

When creating a logo, follow a process that ensures the final design meets the needs of the clients.

Design brief.

Conduct a questionnaire or interview with the client to get the design brief.

Research.

Conduct research on the industry itself, its history and competitors. First solve the problem, then design.

Reference.

Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key.

Sketching and conceptualizing.

Develop the logo design concept(s) around the brief and your research. This is the single most important part of the design process. Get creative and be inspired. As Dainis Graveris has written once, "sketching isn't time-consuming and is a really good way to put ideas in your head right on paper. After that, it's always easier to actually design it on the computer. Sketching helps to evolve your imagination: once you understand it, you will always start from just white paper.

Reflection.

Take breaks throughout the design process. This helps your ideas mature, renews your enthusiasm and allows you to solicit feedback. It also gives you a fresh perspective on your work.

Revisions and positioning.

Whether you position yourself as a contractor (i.e. getting instructions from the client) or build a long-lasting relationship (i.e. guiding the client to the best solution), revise and improve the logo as required.

Presentation.

Present only your best logo designs to your client. PDF format usually works best. You may also wish to show the logo in context, which will help the client more clearly visualize the brand identity. Preparing a high-quality presentation is the single most effective way to get your clients to approve your designs.

"Canned presentations have the ring of emptiness. The meaningful presentation is custom designed--for a particular purpose, for a particular person. How to present a new idea is, perhaps, one of the designer's most difficult tasks. This how is not only a design problem, it also pleads for something novel.

Everything a designer does involves presentation of some kind--not only how to explain (present) a particular design to an interested listener (client, reader, spectator), but how the design may explain itself in the marketplace... A presentation is the musical accompaniment of design. A presentation that lacks an idea cannot hide behind glamorous photos, pizazz, or ballyhoo. If it is full of gibberish, it may fall on deaf ears; if too laid back, it may land a prospect in the arms of Morpheus." (Paul Rand)

Delivery and support.

Deliver the appropriate files to the client and give all support that is needed. Remember to