Imagine a brand to be a person, then what would be its logo? That person’s face. Yes, we see it everywhere. Logos are the smallest representation of brands. That’s why they are important. As per Dictionay.com ‘a logo is a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.’ Recognition is the function of the logo. If you have a brand then you have to have a logo. Let’s talk about how to turn business symbols into artistic logos.
These are the primary reasons for having a logo:
A logo is your brand’s identity in the market. Your logo (within a glance) reveals what your brand is about and what kind of business you do.
Recognizing one brand from another is so hard for customers because of their sheer number. But if you have a logo that is not only attractive but also meaningful then customers will remember it and recognise it whenever they see it.
Professionalism attracts customers, but first, they need to use your product once. The difference between good and bad logos is the message they give about the professionalism of their brands. When you have a quality logo, it tells customers about your values.
Purpose of the logos
When a brand has a logo it is easy to make the presence of the brand felt in the minds of consumers. Whenever you see a particular shape of an eaten apple, you recognise it representing the brand worth $1 trillion. That is the primary purpose of a company logo, to make people see your brand in a graphic presentation.
To Embrace customers
When your brand is new in the market, a customer may have various options for it. But a welcoming logo design can make them choose your brand or services. It tells customers about the nature and importance of the brand. It is not always necessary to make your logo welcoming, but it needs to have some attraction, and attraction comes from uniqueness.
Yes, your brand can be unique in terms of products and services but how can you tell that to customers? Through your logo design. A logo can reflect the uniqueness of a brand. Noble pillow’s logo shows that they make mattresses for ‘royalty’ through their logo. This visual message is hard to miss.
Brand logos have the purpose of having long time relations with customers. Whenever a brand stays for many years, it doesn’t even need its name to be recognised. Facebook and General Electric are good examples here. You can make customers loyal to your brand by staying familiar with them through your logo. That’s why brands who change their logo over time do little changes in the older version instead of having a new design.
This is the ultimate purpose of the logo. You can use a logo everywhere, may it be your mobile application, letterhead, product packaging, visiting cards or billboard advertisements. Your logo can fit anywhere in any size. See how Kodak or Warner Bros. uses their logos across different platforms and are still recognisable.
Also read: The World’s Most Famous Logos
Significance of logo design
We have established that logos are important, but we want to stress that a good logo design is even more important. Right proportions, colours and other things can make or crack a logo. A bad logo can make people turn away from your brand. A good clever logo can make them interested. That’s why you should remember three points while deciding on logo design for your brand.
1) It has to be apt.
A logo is not just a spectacle. It must have some relevance to the business your brand is doing. Look at the logo of Domino’s Pizza. It has nothing to do with pizza. But colours used for it conveys strength and energy. Also, it is unlike anything in the food & beverages market. So, it is unique. Also, look at the Midnight Pizza logo, it takes up midnight craving like a wolf’s craving and puts a large pizza instead of the moon, That’s a clever logo.
Your logo has to be striking because we remember striking things easily. Typography, colour and shape are three basic elements of any logo design. A combination of three gives you variations. Try them before finalizing, don’t hesitate to choose something unconventional, because unconventional is always striking. You can look at the logos of your market competitors to understand what works for your kind of business.
Making it striking doesn’t mean it has to be complex. Simple is beautiful and powerful. Logos of big brands have proven this again and again. Look at the logos of Apple, Nike, Microsoft, Pepsi etc. They all use minimal and simple designs and mostly one colour. It is not necessary to follow them, but bringing simplicity to the logo has another benefit also. If it is simple then you can easily incorporate it into any kind of design without any complications.
There are many ways you can create your precious logo. One of the best ways is to use the golden ratio, a mathematical curve that can be a guideline to your logo design. You may have known it as the Fibonacci sequence. Logos of Apple, Twitter, British Petroleum, Toyota etc are made on that principle.
Examples of right brand logos
There is no single way of making a logo right. It all depends on the market, culture, symbolism in the design etc. But having some background research on famous logos can give you some ideas about what to do and what not to do.
Look at this logo of PayPal, where the abstract design is forming two Ps in the brand name and blue colour is used to signify trust. The logo of Adobe can also be called an abstract logo where random cutting of shapes forms an invisible A.
Mascots logos are fun because they present a personality in the logo. Pringles have characters with moustaches and bow ties. KFC’s aged chef represents the tried and tested recipe of the brand. If you are planning a food & beverages brand then mascot logos can be attractive as kids love them.
Some logo designs are so minimal that they use Abbreviations of their brand names. CNN uses it in a clever way as letters look as if they are made up of a single forward line. Also, look at the logo of Hewlett Packard which strikes asymmetry with slanted letters. One letter logos like those of Facebook and Pinterest are also exemplary.
Logos that have a vector graphic are called pictorial logos. Twitter, Playboy, Apple, MacDonald’s etc uses pictorial logos but remember these kinds of logos are better used when you have a large population familiar with them, otherwise putting typography around it is advisable. Logos of all the companies mentioned in this article are examples of ideal designs for various types of companies.