Symbols are succinct and efficient ways of relaying information. Just by looking at a symbol, people can already configure the message that it wants to convey. The same thing that occurs whenever we see a logo on different ads from tremendous billboards and electronic commercials to tiny pamphlets that we often encounter wherever we go.
Have you realized that seeing a logo itself can instantly make the audience identify the brand’s name ‒ including the nature of the brand ‒ even if these words are not imprinted along with the logo? That’s how important and influential logos are when it comes to the company’s branding and public perception.
Growing up from the early days at school, you have already shown your interest in colours and drawing sessions until you develop your skills in arts and design and decided to take it as your career in a digital marketing agency. So, now you’re ready to create a logo that will help introduce a business to thousands or millions of people in the market, making you a very important part of the online marketing companies. However, not all artists can create something that sets fire and wins against competitors. There’s a huge world for graphic design and everyone has the talent so the question is how you can stand out and make any difference. Below are golden rules that everyone in this field is required to follow in order to gain the upper hand.
Create a solid foundation.
Every client is different and every artist has their own style. But one important rule is to keep you and your client on the same page in order to build a solid foundation for this project. Ask your client about their thoughts ‒ how they envision the project and what they expect from your work. Do your research to identify the client’s nature of business so that you can come up with an output that your client and its audience will love.
Do preliminary sketching.
Every graphic designer would spend more time doing the preliminary sketching than any other steps of the whole creation. Preliminary sketching would technically mean a simple piece of paper and a pen or a starter draft on Illustrator or whatever vector program or logo maker they normally use. Try to sketch at least 10 to 30 ideas until you take a round off and come up with the most ideal ones. But if you think nothing seems to work for your taste, try to start all over again.
The main goal is recognition.
As I’ve discussed earlier, the whole point of creating a logo is to build recognition for the brand. Think of the iconic logos of bigger companies such as Coca-Cola, McDonald’s, and Nike. Have you realized how these brands were able to set an everlasting logo? Here’s how. The main ingredients to making a logo that is recognisable and unforgettable are the size, style, colour, text, and originality. Combine all these elements in the process and make sure to meet the criteria for each element. The best way to determine whether you accomplish the goal in your output is to invert it using any graphic program and see if it’s still recognisable in every state.
Typography matters… so much!
A starter brand that is about to get recognised for the first time would usually include the brand’s name along with the logo to emphasise the name of the business. However, designing a logo with a text is much more challenging. You have to very particular when it comes to font. Make sure to use something original, something that will let the audience to distinguish the brand more. Avoid using familiar fonts such as Comic Sans, Impact, or Papyrus for it will give the logo an amateur vibe. Have at least a dozen choices and try every font to see if it suits the logo and the brand’s nature.
Use the right palette.
Colouring should be the last part of your creation. As an artist, you must have an eye for choosing the relevant palette to use on the logo. The colour plays an important role in logo design for it instantly attaches to the audience’ minds, making it the first thing to capture people’s attention and evoke their feelings towards the subject that they are perceiving. Consider a few important factors such as the nature and mood of the brand, the target audience, and the relevance to the logo when playing with colour palettes.
Author Bio: Sarah Contreras is an AB Communication graduate with expertise in digital marketing and media management. She currently writes for Sprint Digital Dublin, the most trusted digital marketing agency in the city.