A logo is an essential part of building a corporate identity. It serves as a recognizable face—a shorthand way, if you will, to remember a company. Any marketing department can put their company’s name on a letterhead, but a competent one will consider issues such as color psychology and even font choices to create a logo that’s in tune with their company’s public image. To help you get started on creating your very own logo, here are a few guidelines of graphic design to keep in mind.
If you work in a big city, chances are there’s a fast food branch nearby, and their logo is done in bright, primary colors. At the same time, the classy, reservations-only restaurant in the vicinity will have a logo done in gold or deep tones. This is because different colors influence the way your mind perceives or interprets something. A logo with hues like bright red or sunny yellow is eye-catching and may imply that it is the go-to place for a quick bite, while cooler colors may signify a more formal atmosphere.
The importance of logo design is exemplified by how Steve Jobs hired graphic designer Paul Rand to create the logo for NeXT, the company he founded after Apple. Rand’s brochure detailing the specifications for the logo, including the exact angle used for the cube graphic, went up to a hundred pages.
After considering a main color, the next step in designing a logo usually involves picking out the appropriate font. If you are creating a logo for an upscale establishment like a restaurant that’s angling to be part of the latest Michelin Guide, it only makes sense that you would pick a font with serifs (the tips of letters on certain kinds of type) or a classier lettering that’s more along the lines of calligraphy. At the same time, simple, easy to read lettering is the order of the day when devising a logo for a come-as-you-are, hole-in-the-wall joint.
These days, the best logos are the simplest ones. Simple logos provide instant recall with your customers. Additionally, a simple logo will easily translate between different formats like print and web.
Designing a great, eye-catching logo that does the job and is acceptable to brand followers isn’t easy by any means, but with the tips discussed here, you can be guided in the right direction.