It is true some famous logos are from clip-art libraries, other companies spend big money on logo designs. Do you need to pay a crazy price or not?
No matter what you do, getting a new logo is always a gamble. But there are some points you can consider. On the other hand Google went against all odds and instead of sticking with one logo, they change their logo daily and it works well.
Next we will be taking a look at:
- How important is an original design.
- Must I have a catch phrase.
- Everything happens in 3 seconds.
- Find your font.
- Using color in your logo design.
How important is an original design.
My approach to getting a new logo: you get an opportunity to combine everything your business represents and express it graphically. So why do you want to copy a design and have no say in how you present your business?
It does not matter if you make or buy a design from a clip-art site, the important part is to be sure that your logo is one of a kind.
My favorite will be to make a new logo from scratch, so don’t hesitate to call me.
When going with a new design you get to choose things, some examples will be colors, fonts, composition etc.
Note: You do not get a second chance to make a first impression.
Must I have a catch phrase?
On this one I will go for a no. Many well-known logos do not have a slogan attached.
A tagline/catchphrase/slogan is a good way to support your logo and I always suggest adding a slogan to a new logo if it is for a new business. You always have the option, depending on how well established your brand becomes, to lose the slogan later.
Here are some samples of slogans used in logo designs – click to enlarge.
Take a look at the Renstels logo, this is the only one that does not clearly show what Renstels are or do. This where done on purpose for some good reasons, and it works. The first problem came with adding pub and grill or something to that tune.
With all that added text the logo became too much, so we decided to keep the slogan and drop the extras, and up the curiosity a bit. You need to keep in mind that in this case the business is very well established within its community and boasts many regular patrons.
Everything happens in 3 seconds
The golden rules are readability and simplicity. Ask yourself, or test it, how long will you remember a name after you only saw it for 3 seconds?
Even though skewed, slanted or curved text looks nice, if you stare at it. The fact remains, it takes longer to read. Try this, look at your top 10 favorite brands, how many of their logo’s are straight and how many are deformed?
How to know which font suits you.
Once again, there is no method for calculating how to choose a font for your logo. When selecting a font for a logo design, I do not only look at readability and how nice the typeface presents itself. In fact, evenly important is to make sure the font are available in a selection of weights and cuts.
A starting point will be to decide which font family fits your business goals best. Many classifications and sub classes exist and to make it easier I use five main groups as my guideline, they are as follows:
- Old Style
- Transitional or Modern
The perfect font will be highly readable, have a good letter spacing with enough space between each character, something unique in the font and how modifiable the typeface is.
In some cases a mixture of fonts or font weights, can crate the desired look. I often create each character in a logo separately, that allows for custom placement to alter the composition and if you lucky you may even end with a nice icon/device as a result.
Here is an article that takes an in-depth look at typeface: http://www.smashingmagazine.com/2011/03/24/how-to-choose-a-typeface/
Using color in your logo design.
Starting your logo design in black and white is a good idea, it is important that your logo portrays your business traits even when broken down to 2 colors. This becomes important when your documents are photocopied or faxed.
The goal is to present the “viewer” with a “FLAT” 2 dimensional logo, making it as simple as possible to recognize, associate with and memorize.
Down the line you will most likely end up presenting your logo in many places, making sure that you can create your logo out of different materials like perspex, metal, wood etc. helps. A good logo will be easily adaptable regardless of background or texture the logo will be placed on.
Color plays a key role in logo design, it’s a bit like mood music in a restaurant. It is proven that different color have different psychological effects on us. Here is a useful color to emotion chart.
This is by no means an in-depth study of logo design, but I hope the few points mentioned above gets you curious enough to do some more research. Do you have any questions? Feel free to drop them in the comments below.