Great logo design requires a complex combination of design skills and creative work. Any designer can create a suitable logo, but it’s quite difficult to really master all aspects of the craft, it takes a lot of time. ALSO REFER, The Five Stages of the Creative Process
Of course, the logo design is just one small subsystem of branding, but the logo or brand remains the central element of most branding schemes.
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Research and Strategy
Before you create a design project logo, you need to conduct a thorough investigation. Here are five design tips for the logo that will help you solve this important part of the process.
1. Study competitors
Apple entered the computer sector in the 80s as a hot knife in oil, and has since grown into one of the world’s most valuable brands.
Before you start designing a logo design concept, make sure that you carefully examined the target market.
Compare all the logos in your competitive set. This study can show some advantageous positions in the sector market, and this can help the process of attracting visual associations.
But keep in mind that many of the most recognizable logos in the world stand out precisely because they neglected trends and were not afraid to “think differently.”
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2. Ask the right questions
Branding is impossible without a clear and thought-out strategy. In practice, this means that, despite the scale of the project, everything begins with the setting of the right questions.
Michael Johnson’s book “Branding: Five and a Half Paces” is devoted to creative processes in Johnson’s banks and formulates the stages of work on the strategy in great detail. And this is not so simple as it seems to some newcomers …
In the book, Johnson talks about six key questions to the brand that you need to work on:
- Why are we here?
- What do we do and how do we do it?
- What are we different about?
- Who are we here for?
- What do we value?
3. Be flexible
But building a strategy (formulating an idea) is only the first step. Then follows the second. It’s time to put the idea into practice.
Here we find ourselves on the street with a two-way traffic. Some conceptual strategic ideas that work in theory can fall apart in practice. Conversely, a convincing visual solution that appears at the design stage can help improve strategy.
4. Respect the heritage of the brand
The trend in 2016, the so-called “retro-branding” movement, formed the basis for the rebranding of Co-op, which revived its original brand from the 60s and won the Brand Impact Awards.
NatWest and Kodak also repeated this tactic. But with a retro design you need to be very careful. It is necessary here not only to illuminate your new product through the company’s previous history, but also to show its uniqueness.
“It is vitally important to set aside one’s ego aside and not reject projects created by others – but take into account evolution as well as revolution,” argued co-founder North Steven Gilmore in an essay in Computer Arts issue 259 .
5. Remember: a logo is just a small part of branding
In this video the Brand Impact Awards are condemned by Bruce Duckworth and Mark Bonner. They argue that the design of the logo is just one small part of the modern process of creating a brand.
According to Bonner, now people interact with the brand through a huge number of different channels, and the logo is not always their first meeting with the brand.
Remember this when designing a logo design: be flexible and versatile, and think about how the logo counts with the rest of your brand.