A logo is not your brand, neither is it your identity. Logo design, Identity design, and branding all have different roles but together they create a perceived image for an organisation. Logos are not just there to look pretty, they serve multiple functions. A logo makes you stand out from the competition.
At a very basic level, logos are symbols made up of text and images that help us identify brands. A good logo is the building block to a great organisation as it helps customers understand what you do, what you value and who you are as an organisation.
Logo design only forms one part of a brand/corporate identity. A logo can be defined as a recognisable graphic element, often including a name, symbol or trademark, representing an organisation.
This is the most fundamental part of having a logo, a logo that serves this purpose should stick out from the competition so it is a good idea to research your competition before you get a logo designed or design it yourself. With this being said the logo created still needs to be understandable to the consumer.
A logo should provide the customer with crucial information about your company. It should communicate at least one of the following the industry you exist in, the services you provide, your target market and brand values. This can be done by using imagery or something as simple as using a different font.
The logo has to portray the values and goals of your company so this should be set in stone you before you begin to design a company logo. This means that your company should have a developed brand strategy before the process of designing a logo.
The logo should identify your business and not describe it. It should create brand recognition. A logo leaves a visual impact on the viewer that provides a strong visual association with a business. This helps the customers keep the brand in mind, this is why a logo is the cornerstone of any brand identity.
A logo needs to be designed in a way that makes it flexible so it can be used on multiple platforms and in the different ways it needs to be used in the corporate identity. Logos come in two basic forms: abstract symbols(this is just the icon without any text) or logotypes( A logo made out of just text) but can also be a combination of both.
There is a difference between a logo and branding. The brand is a set of perceptions people have about your company. This basically means that the branding is the impression that the company leaves the customer. This impression can be left by many parts of the brand including the logo. This means that a logo is apart of the branding of a company but it doesn’t work the other way around.
With logo design, there is a few key elements that should be kept in mind, when conceptualising/ developing a logo. The following is a list of a few of them:
Keep it simple:
Logos are used in a variety of mediums and different platforms so finer detail will be lost occasionally. A logo shouldn’t have multiple elements stuffed into one but instead should focus on the elements that contribute to the brand as a whole.
Make it memorable
A logo should be easy to recall even at a glance. Keep the logo simple will also help the logo stay in people’s minds but if too simple it might just get lost.
Avoid being the same
Doing research into your industry and looking for common symbols and patterns to try to avoid as this could lead to your brand not being noticed.
Make it versatile
Your logo needs to be versatile as it will be used in a number of ways such as on t-shirts, caps, pens, business cards, social media platforms, and signage. Your logo should be scalable to these elements and maintain its integrity, as well as serve it purpose no matter where it is used.