Graphics Designing

A critical aspect of business marketing is the Logos. It is a company’s graphical representation. It acts as an anchor to a company’s brand and is the single most visible manifestation of the company in the global market. It should be representative of the company’s essence, energy and product, and should be easily recognizable amongst a host of other logos.

What is logo design? It sounds like the most basic of questions.

Everyone knows what logo design is. We see logos every day. They surround us.

I bet if you looked around you right now, you would see at least 5 logos. I can see the logo designs for; HMRC, EDF, Homepride, Disney, and Apple. And that’s just by raising my head from the computer.

What Should a Logo Design Be?

Your logo design should be five key things. We’ve covered these before in our 7 Steps to a More Effective Logo Design post, but let’s have a quick refresher…

1. Memorable

Your logo design must be memorable. If people can’t remember it, what’s the point in it?

By being memorable, you build recognition. And to be memorable, your logo must be…

2. Simple

The simpler the better.

Reduce your logo down until only the heart of the design remains, then ask yourself “does it still represent our business?”

If so, then you’re onto a winner.

3. Versatile

Your logo design will be used across a huge range of platforms. From your website to social media, to press releases, and huge billboard designs.

So it needs to be versatile. Your logo design should work at 2mm x 2mm as well as 100m x 100m.

On that note, make sure you have your logo design as both a raster and a vector format.

Raster is a file format such as JPEG or PNG. Vector is an EPS or Illustrator file. Your designer should provide you with both.

4. Appropriate

You need your logo to be appropriate.

In the Financial Sector?Possibly not bright orange. Although maybe your brand has been setup to be radical and different, so orange would be a great choice!

In fact, check out this article featuring the best financial and financial services branding, to see how Monzo have used orange to their advantage.

Funeral director? Let’s stay away from Comic Sans and bold colourful typography.

Appropriateness is key. You don’t want to turn off your potential customers.

5. Timeless

Timelessness in a logo design is vital. And I feel there’s a bigger post coming here, but logo design “trends” are rubbish. Stay away from them.

Coca Cola’s logo has barely changed. Because it never goes out of date. It doesn’t follow trends. It’s consistent and therefore remains relevant.

Following stupid online logo design trends is a surefire way to guarantee you need to redesign your logo next year. Therefore losing any brand equity or brand loyalty you’ve built with your customers.