Why is it important to have a professionally designed logo?
Posted by Victor on 3/6/2011
To any consumer, the very first introduction of a brand is its logo. A logo to a brand is as important as a signature to a person, without which the identity of both is incomplete. To understand just about how strongly a logo influences the mind; think of any big brand name like Nike or Pepsi. Your mind immediately projects a little swoosh and a circular dual-colored disc which are the logos of these two brands. See just how simple a logo works? You donít think about shoes or sportswear when you think of Nike because for any consumer the logo is the brand and whatever the brand represents.
defines a logo as a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Besides the representational purposes, a logo engraves the brand in peopleís memory, which is the best way to ensure a companyís success.
So does that mean that having a logo immediately guarantees success? The answer is no. The way the consumer interprets a logo is primarily determined by the way it is designed.
A complex, over-the-top and confusing logo is a sure way to kill any interest a consumer might have in a brand. To make a logo reach out and truly speak to a customer, its design should be clear and yet should leave a strong impression in the consumerís mind. Nike is the best example of clarity and simplicity in a logo design, which truly defines what the product is all about.
Logos are of various categories, which create a sea of options that can be chosen from while designing a brandís logo.
There are ďwordmarksĒ which are basically text forms that represent the brand name; like Coca-Cola.
Another type of logo is the pictorial representation of the company, like Apple. Letterform logos make use of one or more letters to convey the name of the brand, like FedEx.
Abstract logos, like Addidas, or symbols are the pictorial form of a concept that represents the company name or the product.
There are the emblems which are often the pictorial and textual mixture representing the brand, like UPS.
After deciding what kind of a logo design you need, comes the part of actually designing the logo. Just like your health is best left to the doctors to care of, the design of your logo should also be dealt with extreme care. Logo designs are not only important for the success of a company but also translate into a lot of expenditure on their production and designing, and a confusing logo can be detrimental to both. Hence a professionalís overlook and expertise is of vital importance in the designing process.
Logo designing is something that should never be done in rush so it is advised to do as much research in the matter as possible. There are many points and tricks which are helpful and should be kept in mind when designing a logo. Although itís impossible to keep all of them in mind, a few important ones will yield excellent results.
One very important and basic thing that has to be monitored is to design a logo that describes itself and is not confusing.
Contrary to a very popular attitude, itís totally fine if your logo doesnít reflect what your company deals with. If in future you decide to change the course and start doing something different, your logo is still going to be useful and will save you a lot of time and money.
Targeting the consumer market is very important. See who is your target audience and design something that will appeal to them.
Coming up with a design which looks good but isnít something that your audience understands and relates to, is useless. At the end of the day a logo is something what the consumer identifies and remembers a brand by, so it should be something that is fit to their taste.
The logo is largely dependent on the type of software used to develop it. Any kind of compromise with the software used is bound to produce unsuccessful results. Using professional software is as essential as the design itself.
The finished logos should always be tested in various scales from the smallest to the largest; because this will give you a fair idea of how practical itís usage is when the scale is changed considerably.
Using a vector format is another thing that should be followed but is often overlooked. Vector formats, unlike the JPG or bitmap files, are more precise and give excellent results when the logo is enlarged.
When designing a logo, keeping it simple is the golden rule. But simple by no means translates to something plain and boring. A logo is something that should command an instant reaction from the audience, which cannot be expected if the designing is extremely complex. Too many visual stimuli at once are going to result in confusion and will lead to a total disinterest in the product.
Always go for something that is not crowded and yet delivers the message you want to send across.
Making use of colors while designing also requires a certain amount of consideration. Although colors can make the format and design come alive, the choice of colors should be made very carefully because the color of the logo will affect the brand all together. Also itís wise to test the logo in multiple colors make sure to also test it in monochrome only. This will make the logo adaptable to any future circumstance, therefore saving a lot of time and money if future changes are required.
Last but certainly not the least is the ability to stick to the logo once it is designed. Changing the logo too often is going to result in a shaky trust from the consumer. So once you pick a design, stick to it. Since a logo is a long term commitment, a lot of time and effort should be invested towards its development. Remember, a logo is like a first meeting with a consumer and as some people say, the first impression is the last one, so make that good impression that lasts forever.
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