Logo designers, what makes for a good logo and for a bad logo?
For every designer, the ability to design a good logo is necessary. Every business should have the ability to know what makes a good logo as well. Unfortunately businesses (and designers) make a fundamental mistake in understanding of what a logo is. That is because a logo is not communication. A logo is identification.
Sagi Haviv, a partner at the renowned design firm Chermayeff & Geismar & Haviv, has been instrumental in shaping the visual identities of some of the world's most iconic brands. His work includes logos for the Library of Congress, Harvard University Press, and Conservation International. Haviv's approach to logo design emphasizes simplicity and clarity, ensuring that each logo serves as a powerful identifier for the brand it represents.
As the man known in New York as the logo prodigy says a logo is meant to "identify" you strongly and clearly. The logo is the period at the end of the sentence its not the sentence itself.
Identification - Communication. What's difference does it make?
Communication
Communication in terms of logo design is when you try and communicate everything about yourself/ your service and your company within the framework of a logo. This, more than often, leads to a very literal representation of the the business or service. And because it's literal it does not leave much up to the imagination. Communication is the job of your marketing not your logo. An example of this was given to me by my first lecturer I had in design college. He said that when a client who say, for example, wants a logo designed for an 'international radio station' he will sketch a drawing of the globe, with a radio tower at the top beaming out radio waves as his idea for the logo.
A logo is the most visible element of a brand—logos areliterally everywhere.
Identification
What is identification? In terms of people Identification is a psychological process whereby the individual assimilates an aspect, property, or attribute of the other and is transformed wholly or partially by the model that other provides. It is by means of a series of identifications that the personality is constituted and specified (Wikipedia) In terms of the visual identification of a logo, the logo's colour, shape and logo type are all attributes of the logo that enable the viewer to understand the personality of the service, company or brand. But another way by Chris Do and The Futur a logo is visual shorthand for a brand. Every company, regardless of size or age in the market, needs a logo that will help define their brand and identify who they are to customers.
Five 'must know rules' when you design a logo.
- Logo Colour
- Logo Shape
- Logo Type
- Be Seductive
- Logo Mind Games
Rule 1: Logo Colour
The choice of color is often one of the last things taken into consideration when it comes to logo design. It should be the first. Why? Because the first thing that we perceive and learn to differentiate as babies before shapes and forms is colour. The color of your logo plays a crucial part in your brand's identity, as it can evoke emotions and convey messages that align with your brand's values. For instance, the red and white of Coca-Cola's logo is not just eye-catching but also evokes feelings of excitement and energy. Similarly, the blue in Facebook's logo is associated with trust and dependability, reinforcing the platform's role as a reliable social network. Another example is the green in Starbucks' logo, which symbolizes growth and freshness, aligning with the brand's commitment to sustainability and quality. These examples illustrate how color can be a powerful tool in logo design, helping to establish a strong brand identity.
Rule 2: Logo Shapes
As we continue in our development from infants to toddlers we start to recognise different shapes. Therefore it follows that the shape of your logo/ symbol is another important element to consider. Apples iconic apple, MacDonalds Arching Chips, Mercedes Three Pointed Star and the iconic Nike Tick are all examples of logos whose shape is a clear and easily recognisable identifier. Shape is your second must rule of Logo Design.
Rule 3: Logo Type
Logo Type is the third rule to consider in logo design. As we develop our reading skills, we begin to understand letters as advanced symbols. The challenge in logo design is to use typography creatively, transforming letters into a visual symbol that conveys the brand's essence. This involves selecting a typeface that not only represents the brand's personality but also stands out as a unique identifier. The type should be legible yet distinctive, ensuring that it communicates the brand's message effectively while maintaining its visual appeal.
Rule 4: Seduction
Engage your audience with a logo that captivates through simplicity and movement. A well-designed logo should be both straightforward and dynamic, capturing attention while conveying the essence of the brand. Consider the Nike Swoosh, which embodies motion and energy with its sleek, minimalist design. Similarly, the Twitter bird logo is simple yet dynamic, suggesting freedom and communication with its upward flight. These examples demonstrate how a logo can be both uncomplicated and lively, effectively representing the brand's core values.
Rule 5: Logo Mind Games
Enable your logo to play a mental mind game with the viewer.Consider the FedEx logo, which cleverly uses negative space to create an arrow between the 'E' and 'x', symbolizing speed and precision. Another example is the Amazon logo, featuring a smiley arrow from 'A' to 'Z', indicating the wide range of products available. The Baskin-Robbins logo incorporates the number '31' within the initials 'BR', highlighting the brand's 31 flavors. Invite a response from the viewer to provide an answer in his head.
Top three courses to help you with logo design
Logo Design 01
In logo design 01 you will learn to understand the basic principles of logo design. Your reputation aside, your ability to deliver a good logo is a reflection of your understanding of the fundamentals of logo design. It’s what separates you from the amateurs.
Color for creatives
Go beyond theory and transform your work. Finally know how to choose the right colors, build gorgeous palettes, and feel confident in every color you pick.
Typography 01
This popular course will teach you the rules of typography and help you understand and master type, design and layout.
Conclusion
The job of a logo is not too communicate. For all those companies that expect their logos to communicate "everything" about their brand it's time to rethink and even redesign! Think - Nike Swoosh, Apple Logo, WhatsApp Icon. All these logos do not attempt to communicate but rather to identify. In terms of the visual identification of a logo, the logo's colour, shape and logo type are all attributes of the logo that enable the viewer to understand the personality of the service, company or brand.