Logo Design Basics
Wether you are starting a new business or trying to improve the one you have, the first thing you need to look at is your logo. You need something that will visually connect the minds of potential clients to your product. Here are a few guidelines to follow to help you through the process:
Just because you “like” it – doesn’t make it the right fit.
Sagi Haviv, partner at New York graphic design firm Chermayeff & Geismer & Haviv (CGH) says, “It’s never love at first sight. A good logo, a good trademark, gains meaning and power over time.” The Nike Swoosh logo was originally designed by Carolyn Davidson in 1971 – owner, Phill Knight, never liked the logo but stuck onto it quoting “I don’t love it, but it’ll grow on me.” It not only grew on him, it took the world by storm and is one of the most highly recognized & sought after brands to date. It’s easy to confuse what we “like” (or what we’re use to seeing) as “good design.” Sometimes it works but that’s not always the case. When looking at proofs of potential logo designs the question shouldn’t be “Do I like it,” it needs to be “Does this visually communicate who we are and what we do?” Asking the right questions is your first step to successful design.
- Size matters. Your logo will go on everything so it needs to be designed with size in mind. How will it look on a business card? billboard? packaging? etc. If it can’t be read in a 2″x2″ square, it needs to be reworked. Where your logo is going to be displayed needs to be highly considered during the initial design process. Being open and clear with your designer concerning this will help save potentially costly time. This is why it’s best to consider full branding instead of a one-off logo design– it could end up saving you money in the long run. More times than most, we come across customers with one-off logo designs looking for print products that ending up having to do a redesign just to have a readable business card. Taking the extra step to fully brand your business could prevent costly redesigns in the future.
- Color is not just “pretty.” Color is so much more than just color– its mood setting and speaks volumes. ie RED is often misconceived as just a “stand out” color. It also portrays AGGRESSIVENESS & INTENSITY. If that’s the feeling you’re going for then use red but if you’re looking for something different… a color change is in order. Know your colors and what they’re saying to your consumers. Also keep in mind color complexity = color cost. If you’re on a budget, keep the number of colors to a minimum.
- Font’s are game changers. Typefaces can create completely different moods, especially when paired with design choices. Do your research– designers built that font with a very specific meaning in mind. Tall narrow fonts can be uplifting while a thick heavy font can show stability– a firm foundation. Aside from setting moods, readability is also a factor. Some are meant to be read in small print while others are not. Thin cursive or narrow fonts may look good on a computer screen but can lose readability on a business card as well as store front signage. Just like color, each typeface says something different.
There is so much more that goes into good logo design. If you’re logo doesn’t tell your customers exactly who you are, send us a message to set up a quick consultation call.