In this post, we will discuss more about logo design. Logo design is one of the fields of graphic design, it's quite interesting to be explored due to the basic design of highly refers to the concept rather than the technique. If you are interested in logo design, perhaps this article is a good start to adding your insights related to what is needed by a logo designers. Okay, Lets get started!
1. Logo, Identity and Brand
a. Logo
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Logo is a sign or symbol that aims to identify a company or entity. Logo does not work to sell, it only serves to represent the identity of something.
If the logo depicted as part of one's appearance, logo is the face of a person. We are used to identify a person from their face, and then we will remember it properties, behavior and so forth. So is the logo that represents the company, we recognize the company from its logo, and then remember about it's service, quality products, and so forth.
b. Identity
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Identity is the visual aspects that form the parts of the overall brand. Identity is the appearance of a company in a visual form, such as the use of color, images, typography, etc.. Identity usually refers to the guidelines that are designed specifically as a guide in describing the company in a visual form.
Examples of common identity consists of various visual equipment, such as stationery design, flyers, brochures, website, uniforms, signage, and various other equipment s that are categorized into visual form.
c. Brand
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The common perception that often arises is that the brand is solely limited to logos, use of color, typography, and a slogan. It is a wrong perception about the brand. So what is a brand? A brand is the emotional perception of the company's overall image. Brands are built through a process, consistency, and commitment.
A brand will establish a positive perception if it delivers quality and good service. A company can attempt to establish a positive brand, but the decision remains in the customers. Brand consists of various aspects, such as the Brand Name (the name of a product or service), Brand Positioning (a priority market segment and type of business), Brand Management (application of marketing techniques), and so on.
If illustrated as a person, it would look roughly like this:
When Zooey Deschanel consist of Logo, Identity, and Brand: her face would be the logo, identity would be her appearance, hairstyle, walk, smile, type of clothing worn, greasy hair, glasses, etc.. While the brand would be her attitude and behavior as friendly, loving, polite, smiling, inspiring, childish, and so forth.
2. Choose the Best Graphic Software for Logo Design
Logo should be designed in vector graphic format. Vector is a format which builds upon the graphical form of dots and dashes in the computer, so its size can be enlarged without limit and does not affect the resolution and image quality. It is totally different from raster format / bitmap which is built from a set of pixels from an image.
To design a logo, use only the vector-based applications. There are a variety of vector based design application that you can find out there: I would suggest Adobe Illustrator, CorelDRAW (paid software) or Inkscape (free).
3. Good Logo Criteria
Once you know the main functions and role of a logo, we will start with the next stage, ie to know the criteria of a good logo. Here are some general criteria used to design the logo:
A Good Logo is Simple
Less is more! Good logo is simple. The simpler the better. Because the logo is basically not assessed aesthetics but rather to function. The simplicity of a logo will help in identifying the functions represented. In addition, a simple logo is also easily applied in various types of media and tend to be understood quickly.
A Good Logo is Unique
In everyday life we will be able to easily recognize each other because everyone's face is unique. as well as the logo, the more unique a logo looks, the easier it is to stand out from the others.
A Good Logo is Memorable
Good logo is easy to remember. Logo does not require excessive elements that can actually make the audience confused. A memorable logo will help enhance the company's image and brand awareness of the company.
A Good Logo is Relevant
It is important to remember that the main function of the logo is as identification. So, try a clear relevance between the logo and the entities represented. For example logo for digital products should use symbols and typography which gives the impression of harmony with the theme and feel of the digital, technology, etc..
A Good Logo is Flexible / Applicative
Logo should be applicable and should be easily applied to a variety of visual media. Consider the factors of production such as screen printing, engraving, or 3D sign. This aspect refers to the simplicity to be built in a logo. Logos that are applicable can save a lot of production cost.
A Good Logo is Timeless
Logo will be used in a very long time, perhaps decades or even hundreds of years. For that, aside previously thought to follow the logo design trends. Remember that a logo redesign will make its use be inconsistent and confusing to customers. In addition, post-redesign costs will be enormous.
4. Letter Mark, Logo Mark or Both?
In general, logo classified into several types:
- Logomark, the logo consists only of symbols.
- Lettermark, the logo only consists of letters that usually use the name of the product / service.
- The combination of both; logo consisting of logomark and lettermark.
"So which one should be used?"
To answer that question, we should first look at the name of the company. Lettermark commonly used in the company logo that has a unique name. This will make the company name stand out and emotionally creates a direct connection between the logo and the name.
Conversely, logomark will be good to use if the company name is too generic, eg the use of common names such as Apple, Blue, Speed, Water, Stone, etc.. In this case the use of iconic symbols are believed to help companies more easily identified by the audience.
5. Choosing Typeface for the Logo Design
Typography is an important element that must be considered in designing the logo. Here are some things to consider in choosing the typeface for the logo design.
Unique
We recommend that you avoid using a common font type. Some OS such as Window and Apple computers typically have a default font that has been frequently used by many people. It is better to choose a unique font, or design your own special typface for a logo.
Readability
Readability is very important factor in the application of typography including the logo design. Avoid using fonts that are difficult to read. In addition, you should avoid using effects on lettermark, like outline, shadow, emboss, etc.. It even makes the logo difficult to read.
Thickness
Logo in the application has a wide range of sizes. Make sure that the logo can be easily seen in small sizes though. For that, you should choose a font that has a sufficient thickness so easy to read. The font that is too thin will make the typeface difficult to read, and even seemed lost when the logo is reduced or when viewed from a certain visibility.
Relevance
Each typeface represents a trait that can be felt by the audience. Such as: 'solid' and 'strong' if we look at the font that has a strong thickness. Or what is 'feminine' if we see a decorative or thin font. So, make sure you choose a font that is relevant to the company represented.
Number of Fonts
Limit the use of the number of fonts for a logo. Too many types of fonts will only make the logo seem complicated.
Kerning
Spacing between letters (Kerning) is also a thing to consider when designing a logo. Be sure to not make the distance is too tight, or too loose on the typeface. Good kerning will build interesting compositions that form the logo.
6. Logo Design Process
Here are some common processes used in designing a logo:
Logo Design Brief
Logo design process usually begins with a brief, at this stage, designers try to gather as much information needed to design a logo such as: name of business, type of business, target market, corporate positioning, competitors, market segments, and so on.
Research and Brainstorming
Having collected the necessary information, the next process is the research and brainstorming. At this stage, the designer started developing the concept and looking for ideas.
Logo Sketch
If the concepts and ideas are available, the process continues by making logo sketches with pencil and paper.
Vectorizing
At this stage the results of the sketch is ready to be transferred into a digital format (vector format). Usually, the sketch is scanned and then re-tracing performed using vector-based applications, such as Adobe Illustrator.
Presentation
The next step is to present your draft to the client. Usually in the presentation, a designer will explain to clients about the concept behind the logo being designed, the use of color, typeface, etc..
Revision
7. Logo Design Resources
Here is a collection of useful resources:
Logo Design Inspiration
Logo Inspiration Community
Website and Blog
Logo Designing Articles
The logo design is not solely judged based on aesthetics alone, but also to function. Therefore, the logo design process will require research and time to be able to produce the right and communicative logo. Although the form is quite simple, but there are many things that must be understood by the designer in designing a logo. I hope this can be useful to you all, especially for graphic designers who want to explore more on logo design. If you have questions or suggestions, please feel free to comment. :)
