A logo is an important element in any business. It serves as a symbol or an icon that represents what the company does. Logos may seem to be just a simple visual tool used by a company, but they can actually do a lot. Logos promote awareness of the company’s existence and attract potential customers. Therefore, logos should be unique and stand out from the rest.
Company names may be difficult for customers to remember, but logos are not. Logos can express everything about a company without having to read lengthy product features and company profiles. The human brain finds it easier to store visual images than anything else.
Components of a Logo
There are basically three components of a logo. They should represent a clear and recognizable symbol of the company. Customers should see what the company is and what it does with just a quick look.
Wordmarks are simply just the name of the company. Nike, Coke and KFC are all wordmarks.
Icons or avatars are actual symbols of the company. They have high visual appeal that leaves a long-lasting impression.
Taglines or slogans
Short descriptions of the product or the company. They envelope the essence of what the company offers. Taglines and slogans include things like KFC’s “Finger lickin’ good” and Nike’s “Just do it.”
Different Types of Logos
This is a breakdown of the different types of logos used
The logo consists of ony letters or words. These types of logos do not use any symbols or pictures. Ebay and Google use this type of logo.
Figurative logos can have a combination of an icon and wordmark. The icon represents something that is not abstract like Shell and Apple’s company logos.
Abstract logos are a combination of a pictogram and a tagline. These are visual interpretations of the subject.
Combined logos use different types of logos together.
Key Elements of a Successful Logo Design
The company logo should not appear as if it has been used elsewhere. The logo should not have symbols or taglines that are similar to those used by other companies. Customers should not have the impression that they have seen the logo before. Unique logos are easy to remember and leave no room for confusion.
Companies should come up with a logo that is compatible enough to be used in different media. The logos should not only be suitable for the primary products. They should also be appropriate to be used in company brochures, stationery, shipping boxes, websites, labels, advertisements and promotional items.
Companies need to show off their logos in different sizes. With this, they should bear in mind that logos should be reproduced in varying sizes without compromising their impact. The most common problem with logos is that they may look great in one particular size but may be less appealing in another. The solution to this is to make the logo as simple as possible. Complex logo designs have a lot of details that are not effective in smaller sizes. Logos used by big companies like Apple, Shell and Nike look great in any size. This feature makes these companies more memorable for customers.
Adding a lot of special effects to the logo may appear artistic, but it does not make a logo effective. Logos don’t need fancy effects and other unnecessary marks. This additional artwork may make the logos less memorable. The test of a truly effective logo is when customers recall the company with just a quick glance. Otherwise, the logo fails its purpose. Logos with needless special effects make reproduction across different media more difficult.
Logos should not require constant updating. The logo should not contain too many new elements in order for it to fit in any period of time. One good example is Coca-Cola’s logo. Since its inception, the logo has stayed the same with only a few tweaks to the font style. Logos that fail to meet this standard cannot last long.
Do’s and the Don’ts in Designing Logos
• Logos should be kept simple and easy to remember.
• Conduct research regarding competitors. Doing so will provide information about what works best.
• The most significant word or element should stand out in the logo itself.
• All colors used should complement each other. Otherwise, they will clash and appear cluttered.
• All logo elements should appear at all times.
• Logos should remain effective regardless of the size.
• Logos should possess personality.
• Logos should represent the company’s primary products and services.
• Logos should serve as a message from the company to the customers.
• Never use clip arts.
• No copying from other logos.
• Logos should not be decorative and too fancy.
• Avoid using all caps for the taglines.
• Avoid making constant changes to the logo.
• Do not change different font styles.
• Avoid using too many special effects like shadows or stretching.
• Do not use contrasting colors.
• Never use photographs as logos.
Where to use a Logo
• Logos should appear in the company website’s header or footer.
• They may also be placed on clients’ websites.
• Company letterheads, envelopes and invoices should never fail to have the logo.
Getting the Right Logo
Getting the help of professional logo makers is always the smartest way to get the right one. There are many companies offering these services. They can create unique logos and evaluate their effectiveness. However, this can be very costly for a starting business. There are also sites like www.gigbucks.com where small business owners can find professional freelance logo makers at affordable prices.