We are bombarded by logos everyday, seen in television commercials, magazines, business cards and promotional postcards, just to name a few. If they are good, they become intertwined with our daily lives like a trusted friend. That’s the sign of an enduring logo.
That being said, the best logos are those with a simple design that subtly pull at our heartstrings. But how does a graphic designer successfully illustrate the identity and philosophy of a product, service and company in a concise and simple format? Today both the means and the message matter, combining digital and print textures, patterns and colors can help a logo become that memorable trigger that brands need to stay relevant.
Although it may seem odd, coming up with an uncomplicated design is a difficult undertaking. Especially one that works great both on the web and on the page. We suggest custom printing and out of the ordinary papers and finishes for an effective tactile experience, and clean minimalist designs that work well on all platforms and screens. For this reason, here are some easy steps to creating a unique logo with a minimalist approach.
Creating a Powerful Logo
- The best advice is worth repeating. As we mentioned above, the best logos are simple and easy to remember. After speaking with the client and pinpointing what is most important to them, you will have a better idea of who their target market is and what their message is. Simplify that to the max!
- Versatility is king! Your logo design should work as well on the web and TV as it does in print. It should also stand the test of time with very little tweaking like the Coca-Cola logo, for example. So you’re looking for figures and lines that render well and will work on black and white prints, without losing that much meaning.
- Put your ideas on paper and reflect on ideas competitors have presented. Sift through your pile of designs and keep the top ten that evoke the message you are trying to send. Take a step back and revisit your designs after some quiet reflection.
- You do not want to overwhelm clients with too many options, so choose your top 5 logo designs. Once you have presented these designs to your client, listen to their praise and resignations and revise the logo accordingly. This is definitely not a process that happens in one try.
- Avoid the obvious whenever possible. If the client you are working with sells bridal shoes, reject any urge you may have to include a shoe in your logo design. This is the easy way out and not very original. Get inspired by putting together a board consisting of logos that are truly one of a kind: Nike, Apple and BMW. All simple, and all able to adapt from one generation to the next.
- It is fair to say that if you are designing a logo for a burgeoning company, you will want to have their name represented as well. Choosing a font that complements your logo design takes some trial and error. Some designers may attempt to produce an original typeface, while others may simply adjust an existing font that has been around for ages -give yourself time and room to try different options, you’ll be surprised what comes out of spending a little more time on that font.
- Select colors that bring forth positive emotions in your target market. Each color has its specific meaning, so choose wisely. Your logo should also work in black and white.
- Print some samples. Try using postcards as presentation flashcards, you don’t have to spend a lot on them but the ROI is significant, a final design that looks well on screen and print will likely be better accepted. It’s easier to spot errors that way -or improvement areas- and it’s a solid way to make a pitch. We like printing here because of the affordable options and low minimums.
- Working on a product that is sold online globally? Your job just got a little more interesting. Along with sketching a logo design that is both unique and thought provoking, you also need to make sure it has global appeal. Do your homework to avoid unknowingly offending customers.
These are just 8 essential tips to creating a logo that will become synonymous with a brand. You need to imagine your logo on websites, product labels, business envelopes and customized t-shirts. If it’s an exceptional logo, it will work in every medium and become an established symbol in a consumer’s life.
What logos stand out as the best in your mind? How do you create a logo design that is original and classic? Share your comments and suggestions with us below.
Image courtesy of: http://pixabay.com/en/apple-brand-logo-silhouette-309571/