A logo is a visual depiction of a brand and everything it stands for. You should understand that neither does a logo sell the company directly nor describe it. So, what are the qualities of an awesome logo designer? What is the process of designing a logo?
This may sound crazy, however; you should know that not every designer is a logo designer. The process of logo creation is a series of complex tasks that have nothing to do with designing. It takes a unique and specialized set of skills to design the best logos for your project or business.
What makes a great logo?
A logo that is practical, distinctive, and simple is ideal and can convey the intended message. In its modest form, a logo is identified easily. However, it must follow basic logo principles such as;
A simple logo design makes it easily recognizable will be memorable. It features something unique or unexpected without being overdrawn by being too confusing, distracting or busy. The creation of the Coca-Cola logo was at a time where there weren’t many logos and the soft drink’s inventor decided to opt for a simple and unassuming font.
Design for its intended purpose.
Is your logo recognizable? Will your prospective clients spend short time thinking about it? The most memorable logos ever made such as Apple, Nike and McDonald’s used illustrative and custom wordmark treatments.
Is your logo able to scale to various sizes without it losing its quality? Will it be able to work across different media in different contexts?
Over the past few years, many companies have either created alternative versions of their logo or have begun using only the icon portion of the logo for market strategy.
Will your logo be still relevant in the future? Say 10, 30 or even 100 years? How to be a great logo designer
You have to soul search, ensure that your logo speaks for your projects’ values, culture and the way you conduct your business. Ensure that you use what you have come up with to design a logo. In this way, you will be able to create a logo that is no stranger to you, your client and your project.
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Microsoft chose a logo that visualizes its product design while drawing on its colors, fonts, and brand values.
After lots of soul-searching, you need to know more about your competition and audience. Understanding your audience will give you the direction you would like to take your logo style-wise. For the competition, you may need to look at your competitors’ logo to avoid creating something similar. Apple, IBM, Microsoft, and Oracle Corporation are all competitors but their logos are totally different.
Here you will need to answer one essential question – how and where will your logo be used frequently? This is a vital process that will tell you what can and can’t be done.
You may need to do lots of sketching when you are brainstorming. This is to allow you separate the good and the bad and be able to pick the few great ones.
After sketching, choose your top best ideas and create some initial designs on vector-based apps. Remember to create quick designs in black and white to be able to focus on ideas themselves instead of small details.
This is the longest stage since it involves lots of back and forth on the improvements and changes for the logos you see are outstanding.
As you already know, a great logo is the beginning of a fantastic brand identity. You may need to standardize your logo in a brand guidelines book known as a brand book. This process ensures that your identity is protected and guided by same principles even when you decide to hire designers. However, you should recognize that this stage is optional.
I hope with all these pieces of information you can design your logo better. Happy logo creation!