Any business, regardless of the field of implementation, must have a logo to represent it. The logo is a graphic element designed in the form of a letter, text, image, or even a combination of these elements. Its purpose is to provide the identity of a brand. The idea that only large companies need a logo is not valid for a long time. Today, the launch of a business takes place in the context of the branding campaign itself when the company’s image is presented through product/service, effective communication, the site, and obviously, the logo. Creating a favorable image and gaining the trust of future customers is a complex presentation that captures attention but in a discreet and pleasant way.
There are three types of logos: Text logo + symbol, text logo, and symbol logo. The first thing you should think about when it comes to a logo is style. Whatever style - modern, minimalist, or vintage, the logo must send a visual message that would replace a hundred words. It's as if a person's face were directly transmitting data about character, age, skills, emotions. The font shall be compatible with the style of the logo, as should the colors are chosen, which is different geographical areas may have different meanings. The text of the logo can represent both the brand name of the company, in most cases and a motto or slogan. All these elements, combined correctly and depending on the activity profile of the company, will lead to the creation of a memorable logo.
A logo is considered good if its efficiency remains constant over time. Regardless of how it is used - whether it is printed on a very small medium, or on a large medium on a white or black background, the logo should be noticed and send the same message - the company's visual identity. The efficient logo has five basic features: It's simple, easy to remember, time-resistant, adaptable, and fit.
- Simple - the fewer items a logo has, the easier the message it sends is to understand and easier to memorize. The design of a logo is perfect when it doesn't overlay more colors, fonts, and images to express as many ideas as possible. In this way, you move away from the main idea and efficiency of the logo. A well-thought visual identity will attract your attention regardless of the angle from which it is viewed or the object on which it is represented. On an ad panel, on the packaging, in an ad that runs on TV or printed on a T-shirt - a successful logo will look just as good.
- Easy to remember - a successful logo is memorable. It's not easy to create a logo that represents the brand, sends a message, be attractive and unique at the same time, but only by originality you differentiate yourself from others and don't risk being imitated. To be easy to remember, the logo should not be based on too many colors, a mono design is much more creative and has a long-lasting effect.
- Time-resistant - very few logos pass the time test, but resistance in time is one of the most important principles of quality assessment. A logo shall be future-proof without periodic modification of its graphics. Here the fashion and trends, which are constantly changing, do not dictate success. The guarantee of a logo's success is that it remains the same in a year and over 20 years Remember the “Coca-cola” logo - it has almost not changed since 1900, with an eternal design.
- Adaptable - static attitude is not appropriate when it comes to the design of a logo. Creativity and flexibility will make the logo easily adapt to different environments and applications and operate in both vertical and horizontal formats. An affordable solution to creating an adaptable logo is to create a design in black and white only. In addition, such a logo does not require any additional costs for printing. In the long term, the more colors are used, the more expenses the company will incur.
- Suitable - the design of a logo must match the central objective - to restore the identity of the company. For example, the graphic elements of a logo created for an electronic shop will not be suitable for the logo of a bookstore. Just as the design of a toy brand logo will be different from one designed for its company. Colors, font, and graphics are used depending on the activity domain and logo message.
Important: The logo should represent the company, not the product/service it performs. It would be an ordinary business if the logo of a car-producing company represented a car, or of a car-producing company to be a phone. Just as the famous trademark “Coca-Cola” is not defined by a refreshing drink. If we were to look at the 50 most popular logos in the world, we would notice that more than 90% of them do not describe the company's product. We all know the iconic symbol “Nike”, it's recognized anywhere without the need for the company name – that's a simple, easy to hold, time-resistant, adaptable and suitable logo.