|
The Logo: a little history
Logotype, commonly know as a logo,
is a design, a graphic representation/image/trademark symbolizing one’s
organization. Designed for instant identification, a logo can appear on
company letterhead, advertising material and signs as an emblem by way
of which the organization can easily be recognized.
Originating
in the 19th century, after a surge in industrial manufacturing that led
to an increase in output, global distribution, and the commencement of
competition, logos were created to differentiate between products
within the same industry. Emblems or symbols were included on products,
packages and labels so buyers could easily recognize the product they
preferred. Logos revolutionized the advertising world. There was a time
when only affluent organizations could afford their own crest, emblem
or logo. They were, in some cases, a very detailed drawing with many
objects. Cost was not an issue and more was considered better. Then,
flags were used due to their larger format. They were visible from the
craft fields and from long distances. Today, successful companies
continue to say that "simpler is better". Especially when the world is
advancing so rapidly, you have less and less time to impress your
customers. Logo designs, now, are very stylish yet remain conservative,
which makes them eye-catching and easier for the brain to memorize.
Selecting the Logo Concept
The
most crucial aspect of logo selection is the logo concept. You must
first determine what your logo should say about your company. You may
come up with an image related to a business like a house for real
estate or a car for a car dealer, or your logo could be just an
abstract image representing the company’s philosophy, for example, a
pyramid or a blocky image for a stable, trustworthy company. A very
dynamic image with orbits and swooshes, sparks, or particles might be
suitable for a very young, modern, high tech company.
Not all
businesses, though, can be easily associated with any particular image.
For example, a programming company doesn't have many images to
associate with (except a computer). In this situation, it would be
recommended to concentrate on an abstract image and to represent the
feel of the company's business rather than coming up with a specific
image. Companies that deal with more than one business should have a
more generic image, but the logo can still be made to look
technological by implementing some straight lines in combination with
curves, or more corporate with more proportional, symmetrical,
geometrical shapes. As a result of the expense involved in changing a
logo, a "good" logo shouldn’t be too trendy, but ideally last many
years before needing a redesign. You need to ask yourself if the design
will be relevant in 5 or 10 years.
Once
a company has established itself with a specific look, feel and image,
it becomes more and more difficult to change as time goes by. Some
companies have enjoyed success without ever having to change their logo
design. Kentucky Fried Chicken has used Colonel Sanders in their logo
since the company was founded in 1952. Aside from some updates on their
marketing front, Nike would be another good example (the Nike swoosh).
Pepsi took a risk in the mid 1990s by drastically changing their image
and logo but did so with success. However, it could have resulted in
commercial suicide. If you'll remember, in the 1980s Coca-cola changed
their brand image to Coke. Pepsi then took over top seat in the market
shortly thereafter. Creating a logo that can appeal to customers and
consumers throughout the ages is important, considering that there will
always be a risk involved with change.
If, however, you decide that your logo is in need of a face life, here are some points to take into consideration:
Does your current logo represent 3 of the key elements that make up a credible and high quality logo design?
a. Does the logo portray your company in a manner which says that you are an expert
in this field? b. Is the logo "contemporary", symbolizing a "forward-thinking" look?
c.
Is the message that you are trying to convey to the consumer clear? If
you answered ‘yes’ to all of these questions, then why change your
logo? By revamping your company image, you may risk losing your
supporters, clients that are already familiar with your products and
services, your popularity, respect, as well as your market share. You
can, however, clean-up your logo or update it with a lot less risk.
Tagline
When
creating a tagline for your company, it is important to consider
whether or not you are going to, eventually, go global. If so, create a
tagline that gets your point across when translated into different
languages. Here are some examples of successful companies that did not
take this into consideration:
a. Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”.
b.
General Motors introduced the Chevy Nova in South America, and the
company was apparently unaware that "no va,” translated in Spanish
meant “it won't go,” or “it doesn’t run.”
c. In Taiwan, Pepsi
introduced its tagline "Come alive with the Pepsi Generation". In
Chinese, the slogan translated as "Pepsi will bring your ancestors back
from the dead." Shapes, Sizes and Types
Iconic logos:
Iconic logos, one of the most common types, are represented by a single
graphical element, icon or design which usually includes the company
name below or to the side of the icon, for example: Nike, AOL,
Micheline. When considering iconic logos, it is important to make the
symbol fit any of the geometrical shapes. The best shapes to use are
symmetrical geometrical shapes. They can be placed almost anywhere and
still show balance and are very easy to handle. There is no obligation,
however, as to the kind of shape used, you can use any free form shape
you want, but you have to be very careful with the placement, so the
logo doesn't look like it is falling apart. When selecting the shape,
you should consider how conservative and stable your company wishes to
appear. Logo
Type: Logo types consist only of the company name. A unique font or
unique layout style can make a great logo, for example: Sony,
Kellogg’s, Coca-Cola, IBM.
Illustrative: An illustrative logo
consists of a unique design; usually representing the company’s field
of business. These logos are often very eye-catching, detailed and
impressive. As a result of their detail and colors, illustrative logos
are difficult to reproduce and therefore expensive.
Integrated:
An integrated logo is the combination of a logo type and illustrative
logo. These logos are even more rare than the illustrative logos
because of their expense.
Less is More!
Everyone wants a
cutting edge, high tech, ‘cool’ logo. Consider, however, that some of
the most successful logos are simple, and most importantly, easy to
remember. Think of Nike, McDonalds, Pepsi, Coca-Cola. These are all
very successful images that are, at the same time, very simple. When
creating your design, you can get into picky little details and it is
important to take a step back, close your eyes and see if you can
essentially sketch the image in your head. If it is that memorable,
then you know you are on the right track. Remember that "less is more".
Colors
Keep
in mind, when selecting colors for your logo, that your color scheme
should be appropriate for your company. It is also useful to use
pantone colors -universal colors which are used by professional print
shops. Colors often have a profound impact on viewers. Red and orange
are said to produce excitation, red also tends to signify danger. Dark
blue portrays comfort and relaxation, and yellow tends to create a
feeling of irritation. If you are creating a logo design for a nursing
home or a hospital, it may be a good idea to stay away from reds and
bright yellows. Exceptions are always made though, such as McDonalds
(which has both red and yellow in its logo!). When choosing your color
scheme, keep in mind the personality you wish to express for your
business. Do you want your company to portray a professional image? Try
using black, silver, and other dark colors. Do you want your company to
come across and fun, dynamic, and funky? If so, try using bright and
vibrant colors. Be creative.
Important Points To Consider:
• A logo should: -Attract attention and leave an impression
-Create a look that in unique
-reflect the personality of the company
• Reproduction costs: The more detailed and colorful the logo design, the more difficult to reproduce, meaning a higher cost.
• The size: The prefect logo design will look great on a sign board as well as on a business card or a pen.
•
Logo design companies are by the dozen. Take your time, research
different companies and designers and compare packages in order to
select a logo design company suited to your needs.
• Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive.
• Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from stealing it.
• And last but not least, when in doubt, K.I.S.S. (Keep It Simple Stu*pid).
Logo
design is believed to be one of the most difficult areas in graphic
design. A logo is essentially at the heart of a corporate identity. It
is the face of an organization! The right logo design can be one of
your strongest marketing tools. It delivers the message to the public
that a company is unique, credible and professional. Make it stylish.
Make it elegant. Make it an impact...
Colleen Ryan is the Art Director of Logobee Inc., a logo design firm
that designs high quality logo design and corporate identity design for
businesses worldwide. Logobee Inc. was founded in 2000 and since then
the company has grown at an exponential rate.
http://www.logobee.com
|