The fundamental shapes of universe’s geometry derive from the knowledge of ancient civilizations.
These basic forms and functions have always helped us to divide time and space and have inspired every known science (technology, languages, mathematics, physics, civil evolvement, etc.).
Art and culture have mostly benefited from shapes such as circles; lines and their intersection; squares; triangles; and spirals.
Let’s start from the definition
Image source: Filippos Pente
In order to understand the purpose and the meaning of outstanding logos, we need to define what a logo actually represents.
Successful logo design can help your brand to be recognized, admired, and appreciated; and it can help people to trust your product and to consider it loyal and superior.
A logo is the particular aspect of your brand (economic entity) which enables people to differ it from similar ones on the market, and should therefore contain different shapes, fonts, images, or colors. Additionally, logos are used by non-governmental and non-commercial organizations.
The main purpose of a logo is to help people recognize who you are through nothing else, but a snap graphic. The first impression is always the most memorable one and people often base their entire impact on it. Therefore, you should not underestimate the importance of logos and you should try to be unique.
You ought to keep logo design flawless, from the BEGINNING until THE END, if you want to know how to design a logo.
The ‘must know-s’ for every logo designer
Research must never stop
Everything is based on research. Brand creation will certainly require you to take every option into consideration.
Extensive research is an essential task for logo design and brand building in general. Due the fact that you have to familiarize with every opportunity in your environment be ready to push the limits of your branding budget.
The solutions you develop and the direction in which you orientate your design should (and must) depend on your client’s expectations. You have to adjust your entire design (from typography to presentation tools) to the needs of your client’s focus group.
Clever designers look for uniqueness
Image source: Carlos Puentes
The hidden message behind every successful logo is “We are the best from the rest”. You have to design a graphic which will distinguish your brand from others, but it will also highlight the reason why customers should prefer that particular brand. In fact, the incapability for delivering this message is the most common reason for brand failure.
Designers ought to be the first ones to believe in their uniqueness and the fact that their product should be chosen above all others.
A powerful name can be recognized
Image source: Marka Collective
Before making yourself visual on the market, you have to think of an attractive name. It is a basic guideline for planning a successful design. A powerful name will be recognizable, even without a ‘face’ or a tagline. It must be worth on its own.
Inventing a powerful name can make or break a strong design. Some designers consider it to be funny, while others have difficulties to deal with it.
Why the name is so important
Image source: TJ Yelds
Logos contain two essential parts: A symbol and a watermark. Before introducing a recognizable symbol, every company has to employ some serious advertising.
The possibility for using a logotype depends on the nature of the name. When choosing a typeface for the text, you should bypass gimmick fonts, empty spaces, or imitating a competitive brand. Sometimes, custom and simplified elements can be the key to recognition.
The importance of color
No visual aspect should stay unconsidered when dealing with a brand’s personality. It means that you have to use various tools to grab customer’s attention-brave and bright colors, or sophisticated, muted palettes. In this aspect, designers ought to consider the different meaning of colors they use to convey the brand’s message:
Red: brave, sexy, dynamic
Image source: Piotr Gorczyca
Orange: innovative, welcoming, enthusiastic
Image source: Paul von Excite
Black: strong and credible
Image source: Maxim Baluyev
Green: natural, organic, inspirational
Image source: Bujar Luboci
Brown: traditional, authentic, warm
Image source: Second Eight
Blue: confident, clear, serene, reliable
Image source: Marka Collective
Yellow: bright, optimistic, creative
Image source: Nikola Matošević
Purple: intriguing, elegant, reminiscent
Image source: Jacek Janiczak
Pink: flirty, interesting
Image source: Kanat Karapashov
How to combine colors in order to design a beautiful logo
Light hues should be applied attentively, because they can send strong messages. Extremely bright colors should be avoided, as they can harm the eyes. Logos are not the best surface for contrasting color schemes.
Image source: Max Iskra
Neutral palettes invoke elegance, but they can easily bore customers. As a result, the logo (or even the entire brand) can be ignored. Textual messages should be bold and dark, so that they will draw attention.
Long story short, colors bear the responsibility for your brand’s success. Their impact in designing a logo is decisive for the future of any product.
Details should be applied carefully
Image source: Sergey Lobzenko
Stay on the safe side-simplicity and straightforwardness is lovable and easily acceptable. If not so sure about bold shades and shiny details, keep your logo simple and clean.
Typography expertise
Image source: Sagitov Artur
If working in a branding team, make sure you have an experienced typographer behind the desk. On the other hand, if you’re working on your own, try and learn about the impact of typography.
Research your target market-you will discover commonly used fonts by outstanding competitors. Begin with the basic indicators and check favorite magazines or blockbuster posters.
Designing a Logo – Employ your creativity
Image source: Randy Heil
Our logo design tips can only show you the direction you should move in-success depends on you and how inspired you are to create something that can respond to your clients’ needs. It is a matter of balance-you need to be accurate and precise, but brave and creative at the same time. Difficult task, isn’t it? That doesn’t change the fact that it is the ‘soul’ of art and design.
A perfect logo should include each element which is important in a company, but must stay simple and precise at the same time (no large shapes, small letters or strange alphabets). The achievement of such simplicity and consistency requires a truly skilled designer, who knows how to employ the ‘3P’ method – Productivity, Patience and Precision.
A good logo must be memorable
Image source: Stefan Brown
Unfortunately, this is a design aspect where there are no common rules or acceptable advice. It is a completely personal challenge. We could advise you, for instance, to prefer Arial to other fonts, but whether this will work for your benefit depends on how your customers perceive it. It is a matter of taste and experience, but it is also a science of its own.
Timeless logos may not really be timeless, but they are usually remembered for a longer time
The more you invest in logo design, the bigger chances you’ll make your customers remember it. You have to develop a concise concept of how it should look, and to be well equipped (from pens and notebooks to great, updated software).
Image source: Stanislav Povzhik
When creating a concept in your head, make sure your ideas are suitable to the brand features. Still, keep it flexible and responsive to your ‘creative storms’ (artists capture and transform inspiration from everything that is surrounding them).
Creativity is unlimited. Don’t hesitate to experiment and to employ innovative ideas. Think outside the box. Bravery is the strongest tool you’ll ever have.
The psychology behind logo design
Image source: Nikita Lebedev
Behind every successful designer, there is a great deal of psychological guidelines. Don’t worry-it is quite simple and it doesn’t require you to be extremely informed. You can say mental impact is associated only with the meaning of different colors, but there is much more to it.
Employing psychology for the purposes of a successful logo design means to create a visual symbol which can be easily identified and memorized.
Colors and forms invoke a lot of psychological processes. As designers, we ought to choose those tones and shapes which can invoke the aspired responses, and can influence people’s emotions and opinions. We need to convince people we are worth of their trust and to motivate them to choose the product we are presenting.
Image source: KabuqueJoe
This is not an accidental choice, but a carefully produced effect. That is why we recommend you to learn from design experts, who leave nothing to the chance, and they transform their designs according to the target specifications (age, gender or tradition).
A good logo
Image source: Randy Heil
As we already mentioned, logos make your brand recognizable and unique. They should be easily memorable and they should convey optimism and reliability.
Symbolism is not new-it was a key factor in the development of civilizations. People always use mental images and associate important moments to visual symbols. According to many famous studies, people mostly rely on abstract concepts when they can associate them with a material object/entity.
Image source: Lukasz Piskorek
Every firm looks for something that makes it better than its counterparts. What they want is to attract as many customers as they can, and this can hardly be done without an interesting logo. On the other hand, boring and unnoticeable logos are not capable of drawing attention and maintaining focus.
Logos are a very important marketing concept in every business sphere. They are the critical tools for graphical representation, which manifest the company visually on the market and enable it to interact with its target groups. Therefore, the better-designed your logo is, the better and more successful your entire marketing strategy will become.
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