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To begin this journey I would like to make clear to
all of you that I am not a guru on logo design, but through many
years of having been in the graphics business much of what is
described here has been experienced in one form or another and used
personally on many occasions. As you will see while reading this
article, this is a "huge" subject that requires a lot of
considerations and has a lot of answers.
Defining the Word Logo
A logo
(clipped form of logotype) is an expression of the essential
substance of a particular company, institution, or organization, of
an idea, a special occasion, or a product. Logos are visual signs,
and their form comes from the object they depict or from related
associations. Geometric or natural forms can inspire logotype
designs. For example, the environment could be symbolized by a
stylized leaf. Other sources are scientific symbols, heraldic forms,
or visual representations of the word in question. The locality of a
subject might be important enough to be pictured. Purely
naturalistic forms, however, are rarely effective.
A logo can also be developed from a
company's initials or the name of the product. Logos that are made
up of letters, monograms, and lettering of any kind demand the same
treatment as pictorial symbols. Interior space and spaces between
shapes carry as much weight as the shapes themselves, and all the
graphic elements have to form a unit. A logo should be more than a
conglomeration of unrelated elements that are held together by a
border. In other words: It is a distinctive company signature,
trademark or newspaper nameplate, etc.
There
is, of course, also the possibility of combining letters and
pictorial elements in a single logo. Take into consideration that
certain letters provoke associations such as a feeling of lightness
or weight.
The following general principles apply for all logos, pictorial or based
on letters:
A logo must be easily recognizable; it has to be simple and memorable.
The purpose of the logo should influence its form.
Most graphic forms of advertisement are based on or include the logo of
the subject; the logo usually appears on letterheads, brochures,
labels, packaging, and delivery vans.
All details should still be visible if
the logo is substantially reduced. Unlimited enlargement should be
possible, though a variation of stroke thickness might be necessary
for very large versions.
The logo has to be reproducible in black
and white and positive or negative, and it is useful if a
representation in several colors is programmed into the design, but
it is rarely feasible to concentrate on color exclusively. It has to
stand on its own as well as fit into a frame. Consider the
possibility of relief or free-standing sculpture.
Logos are protected by law. A new design
must be original and may not create associations with already
existing ones. The simpler the design, the harder to avoid this
problem.
Logos are subject to fashion. The taste
of the public changes in the field of graphic art almost as quickly
as when it comes to hem lengths. Since the logo is an essential
element of all graphic design pertaining to a product, it should be
changed only if absolutely necessary, and then only gradually,
especially if old and established products are concerned.
Budget Consideration
When you talk to a prospective client, it's important to ask about their
budget; not only for the design of the logo, but also for printing.
Maybe they're a large company and can afford four color process
printing, or have a need for four color advertising. Then it's okay
to design a four color logo C after you've designed the black and
white version, of course.
If they're a medium sized business, and
can afford two color printing, then it's okay to use shades of a
color, and touching colors.
But if it's a small start-up company with
a limited budget you might recommend a one-color design, with shades
of that one color. Or you might design a two-color logo, but one
that doesn't use shades of those colors and whose colors don't
touch. Costs will be significantly reduced.
Another option is to design several
versions of the logo, and make sure your customer is aware which
versions will be more expensive to print. Sometimes when the
customer sees a good logo that will be more expensive to print, and
they might use it for special applications, they're willing to spend
the extra money.
Now let's look at all the ingredients for a successful design of a
corporate image.
Professionally designed printed
stationery packages are crucial to making a good first impression.
For many small businesses, professional design is out of reach.
If your logo is to be used for a
commercial enterprise, you should always get information about the
company and its market before you even think about designing it but
certain steps aren't so cut and dried.
Gather information
It's
imperative that you understand the target market before you even
begin to use the many available tools on your computer to create an
identity system for their business.
You need to know your customer and your
customer's customer, as well. Many customers may come to you and
request a particular style of logo, or the use of a particular
symbol. Dig deeper C find out what is unique about your customer,
how they solve their customer's problems, who their target market
is.
If it's seniors or children, for
instance, you may need larger fonts. If it's a religious group,
you'll want a very conservative design. If it's young adults, you
can get a bit more eccentric and employ vibrant colors such as those
used in popular computer games may be the answer.
So ask your customer these questions, but
don't be surprised if they have a tough time answering them C many
companies forget to give any consideration to just who their target
market is:
Have the customer tell you which logos he likes, and why, or what sort of
style appeals to him/her.
Brainstorming Sessions
Brainstorming is often the key to a good logo. After you've fully
explored your customer and their market, begin writing down words
that apply to your customer. In fact, this is a step you should do
with your customer. If your customer won't spend time in a "formal"
brainstorming session, at least get them to give you a list of words
that describe their company.
Another method similar to brainstorming
is mind mapping, which is uniquely suited to brainstorming graphics.
Write a word in the center of a sheet of paper held horizontally; I
normally use the customer's name. Then begin writing the main
images/words this brings to mind, and connect these words to the
central thought. Continue branching out from each word, using either
words or images as appropriate. It's a a visual way of the flow of
ideas.
Selecting a Font
Look through all your fonts files and write down the names of the ones
that you think might be appropriate for the logo. A print-out of
your selected fonts might be helpful in seeing it on paper rather
than on the monitor.
Once you've decided on fonts, start
setting the company name. Set it in all caps, in lower case and
caps, as many variations as you can think of. Then begin assigning
all the fonts you've chosen to each and every variation. Next, print
it out; do not skip this step, it's very important. It's amazing how
good something can look on your monitor, only to look very bad
printed.
Once this is done, pick the fonts you like best and move on.
Start Designing in Black & White
It's easy to make a black and white logo color, but the reverse is not
necessarily true. In addition, most companies need a black and white
version of their logo for fax or copying purposes. Do yourself a
favor, begin designing in black and white.
Black and white means exactly that:
black, white; no shades of gray, no gradients. Gray and gradients do
not fax or copy well. That doesn't mean that you can't use shades or
gradients in the final version C a drop shadow, for instance, can
often add a little "pop" to a logo. Just stick to black and white
for the first design. If it works in black and white, it will work
with gradients. But a logo with gradients won't always work in black
and white.
Where to find Inspiration
You may have some definite ideas for the logo or you may need some
inspiration. To get your creative juices flowing, consider the
following sources:
Rather than moving right to the computer, begin with sketching thumbnails.
They can be very rough and you should pick ten at the very least and
perhaps even more. Now get as much feedback from family, friends,
and coworkers as you can.
The thumbnail process serves another
function: it saturates your brain with the logo you're working on,
and visual images are often more powerful than words. Your brain
will continue to work on the logo subconsciously, and you may very
well have one of those "aha!" moments when you sit down at your
computer: suddenly the logo just comes together. That's because your
brain has been working on it subconsciously from the time you
started making sketches to the time you sat in front of your
computer.
Sometimes we find that our very first
idea is the strongest; other times it's only after playing with a
logo for a couple of weeks that the "right" one leaps out at you.
Use Your Computer
Now that you've selected the best thumbnails and fonts, it's time to put
it all together. Depending on how detailed your sketches are, this
may be as simple as scanning in and tracing, or you may need to
start from scratch.
Once you start playing with the logo on
the computer, it takes on a life of its own. Often, what you thought
was a good idea in your sketch turns out to be unacceptable. Just
tweak it a little on your screen and it may (in your eyes) become a
good solution. At this point you should be working in black and
white, and small enough so that the logo will fit on a business
card.
Refining the Concept
Pick the top three to five logo ideas you created, and show those to your
customer. Now, the real fun begins because your ideas may not be on
target! You'll need to refine the logo per your customer's feedback.
If he or she doesn't like any of the concepts, ask specifically what
they don't like:
When you've refined your logo to everyone's liking, it's time to get
final approval. You may need to go back to your client and present
additional color combinations. Customers have a hard time
visualizing color, so it's very important that you explain to them
the difference between viewing color on a monitor, printed on an
inkjet, and commercially printed.
Despite the surge in E-mail use,
professionally designed printed stationery packages are crucial to
making a good first impression. The purpose of letterhead and
related items is to express an identity, beyond the actual words
used in the message.
Corporate Identity System
A
basic corporate identity system or stationery package consists of
letterhead, envelopes, and business cards. In some cases, labels are
also a basic component. If no logo exists and one is needed, logo
design may also comprise part of the complete design package.
Use of Appropriate Colors, Fonts & Shapes
Serif fonts tend to be traditional: you'd use a serif font for a lawyer or
a doctor, for instance. Sans serif fonts tend to be modern: computer
and tech companies often use sans serif fonts. Handwriting fonts
tend to be used for companies that cater to kids, such as daycare or
children's software. Script fonts can be viewed as feminine, and
sometimes traditional, too. The important point to remember is that
the font you choose should convey the image of the company you're
designing for.
Color can play an important role in logo
design. Your customer doesn't want to hear that you chose that blue
because it looks cool; they want to know what psychological
connotations it has. Below are some common color associations:
The shape of the logo can also affect the
company's image. Below are some of the associations we make with
common shapes:
Final Thoughts
How
will the logo be used? In print and on the Web? If yes, you want to
make sure that whatever print color you use, you can match it
closely on the Web. Keep in mind that that beautiful colorful logo
will be very expensive to print in four color process. Will the
customer need it in a variety of sizes? Even if the customer claims
that they're only going to be using the logo on the Web, you should
make sure that you design with print in mind, too. Someday they may
need a print version. If nothing else, make sure that you design at
a resolution suitable for print (normally 300 dpi).
You know, it's relatively easy to size a
logo up, but a large logo sometimes becomes too busy or even
unrecognizable when it's reduced in size. A business card is
normally the company's first priority. Design the logo to fit on a
business card, and you and your customer should be in business. And
don't forget: The best logos tend to be simple logos.