LOGO DESIGN

A Logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.

A COMPANY’S LOGO IS TODAY OFTEN SYNONYMOUS WITH ITS TRADEMARK OR BRAND.

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Since a logo is the visual entity signifying an organization, logo design is an important area of graphic design. A Logo is the central element of a complex identification system that must be functionally extended to all communications of an organization. Therefore, the design of Logos and their incorporation in a visual identity system is one of the most difficult and important areas of graphic design.

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Advantages of a Good Logo

Stand out from your competition.
Brand Recognition.
Identify Key Information about your business.
Influence Decisions.
Create a Good first impression.

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LOGO DESIGN PROCESS

Designing a good Logo often requires involvement from a marketing team teaming with the graphic design studio. Before a Logo is designed, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group.

Research.
Conceptualization.
Investigation of alternative candidates.
Refinement of a chosen design.
Testing across products.
Adoption and production of the chosen mark.

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LOGO DESIGN ELEMENTS

Typography.
Imagery. Symbols/Icons.
Color.
Context.
Static or Dynamic. (Stays the same or changes).

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COLOR

Color is a key element in Logo design and plays an important role in brand differentiation. The importance of color in this context is due to the mechanics of human visual perception wherein color and contrast play critical roles in visual detail detection. In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate Logo color. While color is considered important to brand recognition and Logo design, it shouldn’t conflict with Logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural groups.

Choosing an organisation’s Logo’s color is an important decision because of its long term implications and its role in creating differentiation among competitors’ logos. A methodology for identifying potential Logo colors within an industry sector is color mapping, whereby existing Logo colors are systematically identified, mapped, and evaluated.