If you thinking that designing a business, small or large companies, logo is simple? Think again! There's so much more to crafting a company’s visual identity than just putting a name in a circle and calling it a day. Experienced and professional graphic designers like ZM IT SOLUTIONS are in high demand, and it's for a very good reason — a logo is often a company's first impression and one that can impact a customer's brand success, purchase decisions and overall attitude toward a product or services.
We see brands and logos everywhere, in this new age – tech era, is very important to be noticed, to be successful. Often we can describe exactly what particular company is offering, just by looking at the logo.
If you’re serious about brand design journey, or think it's time for your company's visual identity to undergo a makeover, ZM IT SOLUTIONS experts can design or provide tips on creating a great logo design for your company.
1. Be unique and smart
A logo is what helps your business to stand out from its competitors, so it's very important that the image stands out from the rest — something many brands struggle with, even now.
"What’s important is to create something that you believe is different from anything already out there,” David Airey
A graphic designer and owner of ZM IT SOLUTIONS says. "It’s highly unlikely (some say impossible) that what you create will be original, but that should be the goal."
Have in mind that when creating a unique design, it isn't all about avoiding imitation, but also about designing something totally out-of-the-box. It’s very tempting to just throw an industry icon on the page, but it’s important to think creatively. "The Audi logo isn’t a car. The Ryanair logo isn’t an airplane. The Samsung logo isn’t a computer.
2. Understand your brand
Logo is an image, yes, but it’s also an introduction to a brand, a visual feeling, the first look. The logo must reach a specific audience and when designing, you must keep this in mind. Write down what you think about the brand; perhaps even create a mood board with imagery that reminds you of the brand’s ideology — check out websites like Alkag Ltd, design by ZM IT SOLUTIONS for some inspiration. But be wary of becoming inspired by only aesthetics rather than deeper meaning. "Researching other visual brands can be helpful, but designers need to be careful not to take the inspirations too literally.
Is the brand utility-driven or is it more focused on evoking emotion? Is it contemporary or quirky? What does the customer care about, and what does the brand aspire to be? While it is helpful to stay up to date on design trends, it's more vital to stay true to a brand's overarching personality.
More than anything, know what your logo means. Every logo has some kind of a history, filled with meaning and purpose. Take Apple, for instance — the fruit is missing a "byte." Or Wikipedia, an unfinished globe of puzzle pieces covered with glyphs from different writing systems. Both logos are simple, but have an added twist that circles back to brand ideology and purpose.
3. Color is the key, but what does it all mean?
When taking the brand’s identity and personality into account, you have to think about every aspect of the image shown. Bright and bold colors may grab someone's attention, but could also seem brash; muted tones exude sophistication, but could be overlooked. Every color has a different implication and can bring nuance to your message — don't fall into the trap of conveying the wrong message because of a simple brush stroke. ZM IT SOLUTIONS recently released an article called "Logo Design Colors and What They Mean!”
· Red: energetic, sexy, bold
· Orange: creative, friendly, youthful
· Yellow: sunny, inventive, optimism
· Green: growth, organic, instructional
· Blue: professional, medical, tranquil, trustworthy
· Purple: spiritual, wise, evocative
· Black: credible and powerful
· White: simple, clean, pure
· Pink: fun and flirty
· Brown: rural, historical, steady
4. What is in the name?
Some say that logo consists of only two elements: A wordmark and a symbol. Before a company can think about solely representing itself with a symbol, a great deal of advertising must be done (think: Costa or Audi). Some companies choose to stick to Logotype entirely, Armani, Coca-Cola and DELL.
Whether your brand can use a Logotype depends on the kind of name the brand has. "If your company has a unique name, then you could get away with a logotype. But if you have a generic name, then you're going to need something to identify the company by, which can be achieved by using a logo mark. And when considering typefaces for your text, be sure to avoid gimmicky fonts, utilize negative space and perhaps tweak an existing.
5. Keep it simple, but strong
It’s important to have a balanced combination of simple and quirky — you want your logo to be interesting, but you don’t want someone to have to sit and stare, analyzing the logo. A good example is FedEx's logo, a simple Logotype with a twist. The image utilizes negative space to create an arrow which connotes speed, precision and direction. Additionally, the company changes the color of the “Ex” in order to classify the type of shipping.
In the digital age, where logos will appear on multiple devices and across social media, you must design something that transcends paper. It must look great on different backgrounds, work for apps, icons, avatars and print, and it must be flexible in size. Take Adidas, a brand that incorporates the same motif of three parallel bars in all of its designs. The visual changes slightly depending on where you see it, but it always contains similar components.
You want to design something that will last through the ages, but you must be open to small iterations along the way. Think ahead, it’s better to be safe than sorry. We have seen so many brands going under “rebrand” and trust me, it cost them a lot, and mean a lot. In the past 9 years since we established, not a single logo that we design, had to go and rebrand, that is why we are trusted by many for timeless logo designs.