As any graphic designer will tell you, logos may be simple little things to look at, but conveying so much with something so simple is a real test of skill and expertise, and it's not something you can afford to get wrong. On top of hard work, patience, and experience, they demand the 'X' factor, and the final design often waits on that 'eureka' moment.
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Essentials of logo design
Just as every business is different, every logo is different. But there are a few things every logo should achieve:
- They need to be simple, but eye-catching.
- They must concisely convey the essential themes behind your brand.
- They need to look fantastic on everything from a billboard to a coffee cup. A multi-coloured, detail-rich image might look okay on a glossy business card but it's not going to work on your black-and-white fax letterhead.
- When done right, they'll be memorable and grow on you over time.
Logos combine typography - the use of lettering and form to convery emotive triggers, with iconography - abstracted and nuanced visual indicators about your business or organisation into a whole greater than the sum of their parts.
Both typography and iconography should 'lock up' together to form a balanced, unique and distinctive form. This may require both horizontal and vertical versions if it is to be used in a wide variety of positions or on disparate materials.
Where does branding fit in?
Once you've got a logo, it's important to recognise that only half the work has been done. All your materials - your business cards, letterheads, brochures, print advertising and website should treat your logo well. And don't forget your company cars, billboards, entry signs and email signatures - anywhere your company is, your brand should be too.
Think of your logo as your company spokesperson. Everything you produce should be aligned to the same purpose and direction, with a consistent colour palette and use of structural elements and whitespace to reinforce the message your logo sends. This creates an experiential aspect - commonly known as a "brand experience", which is the emotional state triggered by effective collaboration of logo and non-logo elements.
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Sample thinking from Identity:
For instance, in the logo for Tas Strata and Property Group (above right), the following considerations came into play:
- Client's desire to avoid the generic two-dimensional/flat logo approach of national players
- Size of strata properties in Tasmania - these are normally a maximum of 6 stories in height (mid-rise), rather than the high-rises of other Australian states and territories
- Long business name benefited from text wrapping for better visual balance across a range of materials
- Sans-serif font use increases perceived age and stability of the company and adherence to 'traditional' business values
- Uppercase letters were used to balance the individual words and stop "Property" from dominating "Tas" and "Strata"
How we can help you
Has this page got you thinking? If you're after new branding or revisions to your existing branding, we'd love to have a no-obligation chat, listen to your ideas, and contribute some of our own.
Just call us on 1300 453 125 or use our contact form.