Logo – a combination of graphic elements and fonts representing a company, an image that sets it apart from other companies and increases its recognizability.
A logo typically consists of 1-3 colors. It is graphically simple, avoiding complex shapes, as a simple and stylish logo instills more trust and is easier to remember.
The logo is an essential element of a brand. It is always designed in the company’s brand colors.
The logo serves not only to enhance recognizability but also to strengthen trust in the organization and attract attention.
It might be possible for early-stage startups to do without a logo at first, especially if it’s unclear whether the business will be profitable. In such cases, the launch can be done without a logo, and the company name can be used instead on the landing page. However, for a serious business, such approaches might not look professional.
The logo development process begins when the client approaches me. After familiarizing myself with the client’s preferences, the following stages of logo creation are undertaken:
- Choosing and approving colors together with the client.
- Developing the concept of the logo, defining what it should represent and which main elements should be present.
- Creating logo sketches, either by hand or using graphic design software.
- The client selects a preferred logo design from the presented sketches.
- The designer refines and finalizes the chosen logo based on client feedback.
- The client receives the final logo design.
Principles of a good logo: A good logo always incorporates the following characteristics:
- Use of 1-2-3 colors: Limiting the color palette makes the logo more visually appealing.
- Simplicity: A simple logo is more accessible for people to grasp and remember.
- Memorability: The logo should stand out and be easily remembered, helping the company to be distinct from others.
- Relevance: The logo should be associated with the business conducted by the company.
- Consistency: The logo should align with the company’s overall brand concept. For example, if a company sells roses, there shouldn’t be a depiction of a pine tree in the logo.
- Avoid ambiguity: The logo should not have a dual meaning. People should see a symbol representing the company’s business, not something unrelated.
Developing and creating a corporate logo are crucial stages in brand promotion. It is essential that when people see the company’s logo, they understand its mission and core values. In any direction where the business will evolve, the visual images and associations triggered by the logo will be primarily associated with brand recognition. The main functions of a logo include:
- Eliciting associations: The corporate logo should evoke stable associations with the organization or brand without hidden meaning or ambiguity.
- Communication: The logo serves as a means for the brand to communicate with its target audience on social media, websites, outdoor advertising, etc.
- Attracting attention: An original and meaningful logo will undoubtedly capture the attention of potential customers, even if they have not heard anything about the company or its products.
- Conveying a message: Through the logo, the company gives informative aspects about itself, its products, or its services.
- Identification: The corporate logo helps the company or brand stand out from the crowd of similar competitors.
- Symbolism: A logo for a prestigious car or luxury clothing brand may appear simple, but for the owner, it is a part of their prestigious image.
- Aesthetics: The design should be well-balanced – in terms of form, style, font, and color scheme.
Check out Turbologo’s logo design tips.
To avoid mistakes while developing and creating a corporate logo, we must study the logos of companies and brands we encounter in everyday life. The key to the success of your company’s symbol should be its easy memorability and accurate reflection of the core idea.
Read also: Boost Your Brand’s Appeal: The Art of UX Design by Expert Agencies