Logo is the pillar of your visual identity.
It is thanks to him that the public will recognize you at first glance. It must correspond to your values, the message (s) you want to convey as well as your area of expertise. Here are some valuable information before starting the process.
The main goal of an effective logo is to get the public to memorize quickly and effectively this graphic image symbolizing your company.
For most people, a logo represents a simple image meant to identify a company. However, behind this one hides an important work of reflection and a real graphic work.
After a few years of use, sometimes a company wants to renew or completely change its logo. After all, it can be compared to your smartphone, spent a few years, it is no longer up to date.
Then follows a long work to understand the expression of the customer need and the choices of the designer to lead to the new logo.
As a graphic designer at Dopweb I suggest you follow the creation of a logotype through major steps as we regularly do at the agency.
Is mainly used to:
- Enhance your image
- Identify your activity, your services, your products or your point of sale
- Give meaning to your business
- Have illustrated administrative and commercial documents to reinforce the impact of your messages
- Federate your customers around an image
- Represent your staff
- Give a unique personality to your business and stand out
A successful logo must:
- Represent the core values of the company
- Be easily readable
- To be simple
- Be unique and not subject to confusion with competitors' logos
- Present a strong stylization of graphic elements
- To be sustainable in time
- Being usable in different contexts while maintaining its integrity
- Can be reproduced in large or small
- Respect the graphic codes of its sector of activity
- To be available in black and white
- Meet the objectives set in the specifications
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As you can see, achieving a design, effective and impactful logo requires to respect a number of constraints, the greatest of which will be to satisfy you fully. For this, it is then appropriate to express your need to the professional who will realize your logo within a specification.
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For information, here is a good panel of basic rules to follow during the process of creating a logo, which can be used to estimate the value of your, or better frame your ideas for your future logo:
How to choose the colors of a logo?
The choice of colors must be beyond all personal considerations: it is built, above all, respecting the (s) cultural code (s) in which the logo will intervene.
In other words, the logo is defined according to the main target to be touched.
Color perception changes with the country
Some emotions, relative to colors, are identical throughout the world, hence international standards.
For example, the code of the road universally addresses the same message to our collective unconscious, namely, the green "everything is fine", the red "stop" and the orange "attention, caution".
Just as blue evokes "the cold" and the red "the hot", notions about water and used in all bathrooms.
Aim, beyond these common cultural codes, some countries have developed their own symbolism: the Chinese will associate marriage with red, while the French prefer white.
A color that also seems neutral, while it is a symbol of death in many countries, such as Japan, India or China.
The impact of the business sector
The French cultural code quite naturally associates colors with certain sectors.
For example, green represents the environment, ecology or health; the rose, the world of early childhood, leisure, or gluttony (confectionery, pastry); the blue is, meanwhile, associated with computer advice, new technologies ...
The influence of sex in the choice of colors of a logo
The colors of the logo must also take into account the sex of the target.
If men and women seem, in France as in the world, to agree on the blue, the ladies also make the most of purple.
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The colors of the logos and the associated emotions
Everyone knows that a color refers to very different emotions.
For example, red connotes ideas of love, passion, anger, sex, ardor, urgency, courage, violence, danger, prohibition, etc.
So many emotions that are sometimes contradictory, that should guide us in our choice but end up preventing us from doing so.
How to privilege love without connoting violence?
If the symbolism is important to deliver the right message, it is often better to be guided by the tenors of the big sectors or by the inspiration of the logos on galleries.
And so take inspiration from the symbolism, used and carried by the big international brands, to get to incorporate itself ...
How many colors for a logo?
Choosing the colors of his logo is like a real puzzle.
To relieve yourself, know that 90% of companies in the world use only 5 colors, namely: blue, pink, red, black, yellow and green.
In the same way as the dress code, it is advisable not to exceed more than 3 colors within the same logo.
Reflecting your identity, the logo is carefully prepared to directly touch the heart of your target!
To do this, it is important to respect both international cultural codes and emotional codes, while playing on the expressed preferences of each sex.
Naturally, the whole must be part of a current movement for the result to cross the years.
Remove anything that is not essential.
To facilitate its memorization and appropriation, a good logo must be immediately identifiable and for that to remain simple.
He will therefore make any graphic subterfuge and focus on the essentials.
History has shown us (see illustration below: evolution of the Apple logo) that logos have a natural tendency to simplify, to clarify over time.
This is also what has happened over the course of history.
The first logos (emblems, brands of printers, ...) were often quite complex illustrations.
They have only been simplifying themselves by crossing time.
The typography must be sufficiently legible, even for your grandmother.
You've created a catchy logo that conveys your message perfectly and is easy to reproduce and recognize in a variety of formats.
You did the hard part, right? Not quite.
The choice of the typography of your logo (or font) is essential and should not be taken lightly.
Read more about : Logo typography
A good typography can highlight the strengths of your logo (and your brand), while a bad font can scare customers.
Your font: choose simplicity!
Among the hundreds of possibilities, how to choose the perfect typography for your brand?
Fonts must be used sparingly and wisely.
A logo with too many fonts can lead to confusion and run to ruin.
Do not choose fonts too convoluted and imposing, they are detrimental to good reading.
Forget right away fonts that do not read well.
Here are some tips to help you find the winning combination.
1. Avoid being ordinary
Yes, your word processor includes a set of fonts. The only problem is that everyone has the same.
At present, the marketing community is highly competitive and your brand can get lost in the mass market.
Use your imagination. With the number of cheap font sites available, you have no excuse for not exploring a bit.
And since most sites allow you to preview each font, you can try several before you decide.
2. Be timeless
Do you remember the disco fonts of the late '70s, the ones that looked like animal-shaped balloons?
They raged for a few years, then disappeared.
Keep in mind that your logo must go through the modes in terms of design and your font too.
If everyone suddenly uses a certain font (like the Sketch Block font, now ubiquitous), choose something else.
Remember, you want your logo to stand out.
If you are tempted to follow the trend of the moment for simplicity, you run the risk of regretting it after one year.
3. No frills
There is a saying in the tattooed community: "if it's bold, it'll hold" (if it's in bold, it will hold).
This also applies to fonts. Fine, fragile, flowery or spiral characters are often too difficult to reproduce in small dimensions and will surely be invisible to the reader. Stay simple and punchy.
The great jazz trumpeter Miles Davis said that the notes that we do not play are as important as those we play.
When choosing your logo, pay attention to the space between the characters (kerning).
Spacing too big may make the logo foolish and inconsistent, while too small spacing can make it unreadable and heavy.
A good intuitive designer can give your logo the impact it deserves.
Your logo is the face of your brand. This is his very first contact with the public.
When choosing the font, think about the personality of your brand and what you want your logo to convey. Is it speed, strength, reliability, accessibility or sense of detail?
The "personality" of a font can go a long way in promoting your message. Choose it carefully.
Your logo must be recognizable.
There are some basic and easily understandable rules.
In the first place, an effective logo must be simple and easy to remember.
Take for example the Nike logo. For their brand, they chose white on a black background - and later chose the slogan Just do it.
Effective, is not it?
That's why you should always avoid complex designs with more than 2-3 colors at a time. This also applies to fonts. Choose one or two and limit yourself to them. Also, a logo must be durable. Effective design ages well and does not need a lot of corrections. It is also essential that the design targets the potential audience.
This may seem obvious, but you would be surprised at the number of times this error is made. The design must unequivocally represent the brand rather than the products sold. No mark worthy of the name represents its merchandise.
Think Louis Vuitton or Ferrari.
You need to create a unique style or layout for each logotype.
Forget what your loved ones or your wife think about design.
Check that your logo "speaks" to more than 3 people.
Do not use "pumped" elements on known logos.
Never use (whatever happens) cliparts.
Your logo should work well in black and white.
Make sure your logo stays recognizable, even when it's reversed
Make sure your logo remains recognizable regardless of its size.
If your logo includes an icon (or symbol) and text, make sure each part will complement the other.
Avoid a look that is too "fashionable", rather aim for a certain durability.
Do not use special effects (in the style of shadows, gradients, light effects ... etc.).
Use your logo in a rather structured layout (avoid exotic page layouts)
Avoid complicated details.
List the possible uses of your logo (such as its different media).
Whatever happens, positive values must be passed.
Use sharp lines when it comes to "sharp" areas, soft lines when it comes to "softer" (general) areas.
A photo does not make a logo.
You must surprise future customers with the design of your logo.
Do not use more than two fonts.
Each component of your logo must be aligned, centered, left-handed or right-handed, in the foot, at the top.
Your logo should be compact.
Try to determine your target before you start creating.
Choose the feature rather than the novelty.
If the brand name is rememberable, the brand name must be your logo.
Even big companies need small logos.
Everyone must like your logo (not just your customers).
Create variations, the more you create variations, the closer you get to the ideal solution.
Your logo must appear consistent regardless of the medium on which it appears.
Your logo should be easy to describe.
Create your logo without including the baseline.
Make roughs on paper before you start on the computer.
Your design must remain simple.
Do not use a "swoosh" at the Nike or globe at the Universal.
Your logo should not distract the eye.
Your logo must be honest in its representation.
Your logo must be visually balanced.
Avoid fluorescent colors, too dark or too bland.
But finally, what is the purpose of a logo?
The logos are there to emphasize the singularity of your brand.
A good logo must be recognizable and must put customers in trust and convey good feelings.
Think of the Apple symbol and the images that instantly come to mind.
The same can be said for the little green robot that symbolizes the Android systems or the majestic M McDonalds.
Symbolic has always played a great role in human civilization.
We think in images and associations of ideas.
Many studies have shown that the most effective methods of learning an abstract concept is to associate it with a tangible entity.
A business needs to be different from others.
A successful logo can attract a large number of potential customers, while a lazy or poorly designed logo will have the opposite effect.
Have you ever felt reassured just by the presence of a familiar brand, like Starbucks or McDonalds, when you arrived in a foreign country?
Follow these tips, deliver your creativity and make a difference with a unique and eye-catching logo.
What are your favorite logos?
Share your favorites in the comments below!