5 GOLDEN KEYS FOR LOGO DESIGN

Divinedesign logo

Before you embark on logo design, you must understand what a logo is and what it is supposed to do. A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logos derive their meaning from the quality of the thing they symbolize, not the other way around- logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

To illustrate this concept, think of logos like people. We prefer to be called by our names - Jacob, Emily, Tyler - rather than by the confusing and forgettable description of ourselves such as 'the guy who always wears pink and has blonde hair'. In this same way, a logo should not literally describe what the business does but rather identify the business in a way that is recognizable and memorable.

It is also important to note that only after a logo becomes familiar does it function the way it is intended to do, much like how we must learn people's names to identify them. The logo identifies a business or product in its simplest form. Here are 10 vital tips you need to consider on your way to the perfect logo.

1-Learn logo 

An effective logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. In its simplest form, a logo is there to identify but to do this effectively it must follow the basic principles of logo design:

• A logo must be simple: A simple logo design allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
• A logo must be memorable: Following closely behind the principle of simplicity is that of memorability. An effective logo design should be memorable and this is achieved by having a simple yet appropriate logo.
• A logo must be enduring: An effective logo should endure the test of time. The logo should be 'future proof', meaning that it should still be effective in 10, 20, 50+ years time.
• A logo must be versatile: An effective logo should be able to work across a variety of mediums and applications.
• A logo must be appropriate: How you position the logo should be appropriate for its intended purpose.

2-Establish your own design process

Every designer has his or her own process, and it is rarely linear, but in general this is how the branding process is completed, which can be used as a guide to establish your own.

• Design brief: Conduct a questionnaire or interview with the client to get the design brief.
• Research: Conduct research focused on the industry itself, its history, and its competitors.
• Reference: Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
• Sketching and conceptualizing: Develop the logo design concepts around the brief and research.
• Reflection: Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm. Receive feedback.
• Presentation: Choose to present only a select few logos to the client or a whole collection. Get feedback and repeat until completed.

3-Ask the right questions

A common pitfall before starting a new branding project is to fail to ask the right questions, which includes research on your behalf too. Before you begin your development, get as much information as you can from the client about their business, goals, target market, etc. If possible, try their service or product, visit their store – really get to know them and their requirements.

Some important questions you should ask your client before beginning:

• How much do you plan to dedicate to this project?
• Do you have a fixed deadline or timeline in mind for the project?
• What are your goals and why?
• What product or service does your business offer?
• Who is your target audience and who is your most ideal customer?
• Who are your competitors and how do you differ from them?
• What was the idea behind the business name?

5-Learn from others

By knowing what other brands have succeeded in and why they have succeeded gives you great insight and you can apply that attained knowledge to your own work.

For example, let's look at the classic Nike Swoosh (above). This logo was created by Caroline Davidson in 1971 and it's a great example of a strong, memorable logo, being effective without colour and easily scalable.

Not only is it simple, fluid and fast but it also has related symbolism; it represents the wing in the famous statue of the Greek Goddess of Victory, Nike, which is a perfect figure for a sporting apparel business. Nike is just one of many great logos, but think about other famous brands that you know and check out their logos - what makes them successful?

6- Choose the right font

When it comes to logos, choosing the right font can make or break the design. Font choice can often take as long as the creation of the logo mark itself, and both the font and mark should work towards the same goal(s).

Spend time researching all the various fonts that could be used for the project, narrow them down further, and then see how each gels with the logo mark, keeping in mind how the logo will used across the rest of the brand identity, in combination with other fonts and imagery.

Don't be afraid to purchase a font, modify one, or create your own. Also stay aware of font licensing issues, especially in free fonts, as they often cannot be used commercially.
(Collected)