A logo defines an entire company. It communicates a company’s credibility which then leads to a client’s engagement.
A bad logo can sabotage even the simplest form of marketing, like a business card for example. It is very important for a company to have a credible logo that demonstrates the business’s professionalism and trust.
When developing or planning a logo, there are steps to follow to ensure you end up with a quality design.
Step 1 – Design Brief
The designer should make sure to have all the relevant information about the company the logo will be designed for. A meeting should be scheduled between client and designer to discuss the type of business and the products or services that the company will supply. All information is important, like the company’s target market, how they want clients to see their business, what they want clients to feel when looking at their brand and the details that separates them from the rest. The purpose is to extract credibility traits, so that the logo can be based on them.
Step 2 – Areas of Emphasis
Besides for the company’s name that should appear in the logo, one should decide which words to add and which areas needs to stand out more. Based on the design brief, the designer will have a clear idea of what the company does and which words in the name is more important than others.
At first glance the logo should be able to portray the type of business and what they do.
Step 3 – Choosing Fonts
With thousands of fonts to choose from it can take days to go through them all. To make it easier, one should think of how they want the logo to feel. Fonts can be friendly and fun or conservative and traditional. Another point to keep in mind is where the logo will be used, example signage, adverts, websites, business cards etc. Choosing a font that will be legible across all platforms is very important.
Next is to choose between upper case and lower case letters, or the combination of the two, to make sure the business name reads quickly and easily.
Step 4 – Icons
Similar to fonts, there is a lot of icon styles that one can include in the logo design. Although it is perfectly fine to have a logo that consists of text only, an icon can just make it easier for customers to recognize your brand. If you think of McDonalds, all you need to see is the yellow M and you know exactly what company it represents.
Icons can be abstract shapes, a combination of letters and 3 dimensional or flat. Again one should go with the feeling that the business wants to convey.
Step 5 – Arrangement
To determine the perfect arrangement, one should combine all the information gathered from steps 1 to 4. If the logo consists of text only, the designer should work out how to stack or divide the words. The same applies when there’s an icon. Depending on the shape of the icon, the designer can arrange everything to fit together perfectly.
Step 6 – Colors
Similar to icons and fonts, color can convey pretty powerful messages and emotions. When choosing a color it is important what you want the client to feel when they look at your brand.
Different colors symbolizes different things, for example:
Red – Love, passion and energy. It’s a good accent color.
Blue – Authority, security and boldness.
Brown – Earth, nature and richness.
Black – Authority and power. It is classic and corporate.
Grey – Practicality and earnestness. It is a traditional corporate color.
White – Refinement, purity and devotion. It is a good color in the medical field.
Yellow – Warmth and happiness.
Purple – Royalty, luxury and sophistication.
Green – Health, freedom and freshness.
By following these steps, the logo designed will be original to the business and successful in portraying the company in a professional manner.
Written by: Emmari vd Merwe