Logo design is the bedrock of successful branding, so shortcuts are not an option. The process of designing the identity of a brand is essentially laying the groundwork for a conversation with the user, and in order for that exchange to go smoothly – the design must be crafted impeccably. To capture the essence of the brand, not to be overly designed and most importantly to tell the story in a clever way.
If designed well, a logo can do much more than a symbol – it can establish credibility, build trust and allow a brand to stand out from the competitors. Branding with regard to logo design has always been important – but in an age where much of business is done virtually, establishing solid brand recognition in a visual way is a requirement.
So how do you create something that truly stands out and reflects the values of the brand it represents and ‘speaks’ to the audience? Here are a few essential elements:
Versatility
A logo that is truly effective can translate across platforms, from print to digital and from small to extra large to fulfill billboard space. From video advertisements to business cards to social media, it’s important that a logo stay consistent to develop strong recognition, helping the company to grow and be recognized in its own space. “You shouldn’t have to change the design, or even scale too differently for any application,” says ArtVersion executive director of design Erin Lentz, adding that ’a logo that doesn’t scale well should be reworked.’
Relevance
This is where understanding the brand is essential. When beginning a logo design process, the designer must align with the client and truly understand all aspects of the brand from both the customer and internal sides. Identifying target markets, core usage, company values and culture are all pieces of the puzzle needed to deliver a logo that is a visual extension of the company it stands for. Many clients want to visually reflect an aspect of their service offering in the logo. This must be done very carefully to avoid pigeon-holing the full product offering or getting too literal with the design. Color can be a big ally in helping to reflect a company’s values, products and services.
Endurance
Even though a brand refresh or audit is recommended from time to time, the core elements of a logo should be able to stand the test of time. Designing with the main idea in mind – whether its simplicity, technology or nature will help to develop a neutral design that will have a timeless quality. Over the years, the design can change but these timeless elements will remain leaving the impact of the brand intact.
Simplicity
Your logo must be simple. Pulling from the core principles of user experience, a logo that is simple is more memorable. With a streamlined approach to design, the logo is easier to understand and recognize. Taking a simplicity approach doesn’t mean a bland or boring logo – it means truly aligning with the subject matter and distilling that down to the color and clean lines that represent the company in an ideal visual manner.