Today’s businesses, more than ever before, find it absolutely necessary to distinguish themselves from the competition. This is, after all, the basis for their success. Of course, other factors enter into this equation, but one facet that is first and foremost of the company’s assets is their identity. That is the success of the logo design. A strong logo fills the company’s need for a distinct identification among all of the other companies they are competing with.
Logo design is no longer accomplished with pencil and paper, although rough drafts do typically start there. With the technology available today to assist in logo design, the mechanics of design have changed dramatically. So much so, that many of the techniques used today were unimaginable only a relatively few years ago.
As with all types of designs, knowing exactly what is expected and when, is just as critical to the success of the design as the logo itself. For example, many questions must be answered of the client before the actual logo design can begin. A few important questions that need to be asked pertain to the company’s position in relationship to other companies, the company’s purpose, its culture, its personality, and the perception of the company by its target audience. These are but a few of the necessary and probing questions that must be answered in order to properly begin the logo design. As you can see, many factors are involved in correctly aligning the required information so the company can be represented in the best possible light through the logo.
Corporate logos must, in a very little space, project a company’s image, brand, credibility, and communicate a message. How can all of this be portrayed in a logo? The answer to this question is in the hands of the designer, of course. There are several areas to consider that often times will go unnoticed to the untrained eye. Perhaps one of the most important areas, the correct use of typography (the style and appearance of print), and its associated rules, is critical in order to convey the corporate message. It has been said that typography is “pictures of words”. The letters, or letterforms, work together to convey the corporate message. Choosing the correct typeface for a logo can be a difficult and complex task. As an example, consider that the style of the letters and how easily they are read, as well as how they sound when read aloud, all come into play in logo design. Even deciding whether uppercase or lowercase is appropriate also is part of logo design. Note also that the fonts themselves are so critical to the design that custom fonts are quite often developed in order to give ownership of the design to the company.
This discussion about logo design would not be complete without emphasizing the importance of color in logo design. Color has a unique way of creating emotions in us when we see them. This fact is crucial in logo design and using the wrong color can literally spell the difference between success and failure of a logo design. The color red for example, signifies passion or anger. Used incorrectly, imagine for a moment what could happen. If you are designing a logo for a bank, would red work? On the other hand, if you are designing a logo for a Valentine’s Day card manufacturer, would red work here? Color choices are, as you can see, an area that cannot be taken lightly.
A successful logo design, with all of the imagination, creativity, and skill that goes into each and every one will prove to be a lasting mark for any company that understands the importance of its own identity.
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