- August 29, 2013
- Posted by: Vishal Shah
- Category: Logo Designing
A logo is a company’s most dominant marketing asset. As a badge for the brand, the logo should typify what a company stands for, what a company’s atmosphere is and what the benefits are for consumers who align themselves with the company. How can a logo do this with only a graphic? Here are the most effective ways:
Surprisingly, the most resounding logos don’t rely on flash and complicated imagery. The more simple a design is in typeface, images, background and overall composition, the more impact it has. The type is the most basic part of a logo; unfortunately, many novice designers believe type must be fancy with lots of serifs and custom cursive fonts to be distinctive. To the contrary, memorable brands like 3M, Microsoft, Skype and Nestle all use the same font: Helvetica. It is the leading font that offers a bold, clean appearance that is easily readable. Brands can create their own style and look through how the Helvetica letters are juxtaposed and showcased in signature colors.
After choosing type, one carefully chosen imageand a tasteful background block of color is all that’s needed. Don’t be tempted to fill up empty space.The absence of design makes an impact as well, which is why maintaining negative space inside and around lettering or imagery in a logo is also important.
If the one visual accent in a logo is chosen well, it can become a well-known icon. Nike’s swoosh is a testament to that. Many companies fail to choose iconic designs because they choose images that are too literal. On-the-nose imagery is so bland and forgettable that often it’s best to go with no image at all, as Nestle choose to do. Notice they don’t use a candy bar. Nike doesn’t use a gym shoe. Amtrak doesn’t use a train. Logos with the most impact incorporate a graphic that is not glaringly overt. If you must use an obvious symbol, transform it so that it is one-of-a-kind. Even Michelin turned tires into a memorable cartoon character.
Colors that Persuade
Typography research shows that the colors of typeface and its surrounding space have an impact on viewers. Colors have the power to incite anger, passion, calmness and even a sense of well-being. Therefore, for marketing purposes, designers should choose colors that can guide consumers’ actions and reactions … that can telegraph a company’s tone. Monochrome logos are often forgettable. The use of two colors is simple and yet allows a logo to offer much needed contrast and definition to stand out and make a statement. Blending colors can enable a logo to have a more powerful influence on the audience.
Many companies use focus groups and the assessment of psychologists to ensure color selection for the design is just right.
In marketing, logos are used on a variety of marketing materials from brochures, mug and advertising to product labels and social media icons. For this reason, logos must be flexible enough to work in all contexts. They must be recognizable on a small or large scale or even when in black-and-white and not in their usual colors.
When it comes to using logos in online marketing, flexibility is important so that logos can be clear and legible on any browser size, whether someone is researching the company on a smartphone, e-reader or laptop.
Willie Pena is a freelance writer, video producer, visual artist, and music producer. He prefers the Oxford comma. In addition to writing for firms such as IBM, Colgate, Transunion, Webroot and a multitude of private clients and websites, including Optiva Signs. He also shoots, directs, and edits the hit celebrity web series “Teens Wanna Know”. Catch his rare blog posts on williepena.com.