Logo Design is a field that is fast gaining more and more importance in an increasingly competitive and global market. Especially with the advent of Internet-based markets across Europe, where visibility is everything and how quickly you get noticed relative to your competition dictates the success of your product, making a good first impression can make all the difference. In this blog we attempt to cover all the salient aspects of what makes or does not make a good company logo.
A great logo needs to cover a few parameters.
Instantaneous Visual Impact :
The first thing a logo needs to do is, attract the consumer’s eye and establish a direct and logical connection to your product. In a busy market such as the UK, where the consumer is viewing several brands and ingesting a high volume of information, you only have a few seconds to communicate all of the necessary information which you want them to register & remember. Your logo needs to be something distinctive that will make a customer want to give you more of their attention in a busy and bustling market such as London, UK. Understanding what people will or will not spend time looking at is a key skill for any professional designer that is developed over time and with experience.
Easy on the eyes :
A good logo needs to pleasant to look at, and make people want to use it, reproduce it, and be associated with it. Think of it as a little advertisement explaining who you are, what you do and what style you do it in, using one simple graphic/design. You want a design that is striking and out of the ordinary without being unnecessarily ostentatious.
In the design industry, as a rule of thumb, designs that utilize simple, bold and clean shapes are seen as attractive and desirable, while over-complex and obtrusive shapes are seen as being too cluttered and off-putting.
An attractive logo for your business invokes desirability and may help get you a customer’s business and create repeat customers, while an ugly or off-putting design, can actually repel potential customers.
For a professional designer, understanding the importance of simplicity and being conversant with what sort of a design people want to be associated with is absolutely essential.
Direct in its approach/connection to your product :
If I’m browsing through a market, looking for, say, new tires for my car, I’m far more likely to pay attention to brands that have logos displaying tires, or speed, or cars; than ones displaying abstract tire-related symbolism. While artistic aspects are important, the top priority for a logo should be to inform your customers very clearly that you’re selling what they’re looking for.
A logo that is over-complicated, unnecessarily abstract and doesn’t connect to your product can be confusing and ultimately lacking in appeal.
Being direct is not only easier and more effective; it shows that you respect your customers’ time and really want their business.
You’ll always find that with our experienced designers in London,UK who have some years and successful projects under their belt, this sort of purpose-driven directness is almost instinctual and evident in everything they create.
Easily reproducible across multiple mediums :
If you want your product to be successful, you’re going to have to advertise as often and in as many different locations and mediums as possible, from black-and-white newspaper ads, to glossy full colour magazines, to giant road-side hoardings, to television and websites. Your logo has to be easily translatable across multiple mediums with minimal conceptual and visual losses.
For example, a design that looks vibrant in RGB colours could turn pale in CMYK and seem downright insipid in grayscale. Or, a design that looks attractive and compact on a small scale may not look as good on a larger surface. Limited reproducibility can severely impede your reach in the market, and is a far more subtle consideration that requires some working experience of the industry and its many mediums, to properly appreciate. Experienced pros always have this at the back of their minds from the nascent stages of their design when they start creating company logos.
For an example of how good and bad logos design can impact market presence differently, let us take a look at two popular logos.
The first is the ubiquitous logo for Microsoft Windows, while the second is the controversial logo that was unveiled for the 2012 London Olympics. They are similar in that, they both use a square form-factor, but the similarities end there.
The Windows logo uses four differently coloured squares, arranged into a larger square, in a beautifully simple, clean and elegant schematic, reminiscent of a ‘window’, cleverly connecting back to the product in a very direct manner. The colours used are complementary, create a soft, pleasing contrast and make the logo overall very pleasing to the eye. It is frequently reproduced across multiple mediums and colour schemes, without losing too much of its charisma or inducing eye-fatigue. I see it every single hour of my work day, yet I’m unlikely to ever get sick of it.
The 2012 London Olympics logo, on the other hand, was very badly received. It uses the number ‘2012’ in a stylized font and arranges it in a square pattern, which, unlike in the previous case, is completely unrelated to the product. Nothing about the Olympics immediately recalls a square to mind. The jagged, elaborate font in which ‘2012’ is printed out obscures its readability, and only the fact that the logo explicitly displays the Olympic five-ring symbol and the word ‘London’ even begins to tell you what the logo is meant to represent. Londoners have described this logo as being repulsive and scandalous, and ultimately it has proved detrimental to brand value.
This unnecessary complexity defeats the purpose of a logo. It obscures the brand identity and creates a generally unpleasant and, crucially, an uninviting impression. In this case the real cleverness lies with the sort of simplicity and directness employed in the first case, i.e. Microsoft Windows.
The logos used by other companies such as Apple, Android, Twitter, Shell and AT&T are more examples of how to employ such simplicity, directness, create visual impact and encourage recall.
If you need a stunning, vibrant and elegant company logo designed for your business, please visit us at hiregraphicdesigner.uk. Our roster of experienced designers is available to you, to have a logo created for yourself that matches your ambitions.