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A logo is essentially a visual brand identity of a company. The
origins of logos can be traced to the 19th century, when industries
added a symbol to represent their companies and to help customers
easily identify their products. The trend caught on, and today
corporations, services, products, agencies, universities, and colleges
all have a specially designed identifying emblem or logo.
The
idea probably stemmed from royal courts and the nobility, who for
centuries had specific coats of arms emblazoned across everything they
owned, from saddles to stables, to farms, castles, manors, furniture,
jewelry, and dinnerware.
Since the logo represents a distinct
identity, it must have the essential elements of: simplicity,
proportionality, flexible color palette, easily legible fonts, and
uniqueness. A logo must be designed so that it not just represents the
company, but sets it apart. Originality and distinctiveness are the
keys to a successful logo. The design elements such as font and color
should lend themselves to redesigning as well as to representation in
single or multiple colors.
Even before selecting a designer for
the logo you need to clarify certain basic thoughts. What should the
logo convey? What is the basic identity of my company today and what
are the expansion plans? What are my objectives and strategy? Study
your product and its customers, brainstorm with those who are committed
to the success of your company, and never forget the competitors.
Remember,
the logo is essentially a business tool so it must reflect
professionalism, competency, and commitment. The logo must survive time
and be valid even centuries later.
In logo design, it would be
prudent to use vector graphics, as they allow resizing and retain
design integrity. Keep away from complicated and intricate logo
designs. Limit colors to two or three, this is not just economical but
practical. Also chose colors that are in keeping with your industry.
Choose a font that is universal and uncluttered.
Here are some
common associations: blue represents trust, loyalty, and power; yellow
energy, joy, and hope; while green represents growth, sustenance, and
regeneration. Among shapes, a circle is associated with connection,
community, trust, and safety; a rectangle represents strength; and a
triangle power and aggression. Keep such aspects in mind while
discussing possible design elements.
An effective logo will make
your branding or corporate identity strong. It will strengthen your
customer base, enhance the visibility of your corporation, and stand
you in good stead on home ground and abroad. An example of a logo
design that represents all of this is the Nike “swoosh.” World over,
any product with a “swoosh” is identified with Nike...
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