Basics of Logo Design – I

Understanding Logos

What is a Logo?

  • Visual Identity
  • Recognition Mark
  • Not to be confused with Branding

While logo is an integral part of branding and brand identity, A logo by itself does not equal a brand. Logo is the most vital element of your branding. There is probably no other design or visual asset more important than the logo. 

The logo is used across all media, in your physical location, on your website, in all of your printed marketing materials like business cards, brochures, flyers, etc., In all mediums of advertising. A logo is used in both internal and external communications. 

Why do I need a Logo?

A logo does for your brand what a name does for a person. It is the identity of a brand, business or service. A logo is usually the first element your customers or target audience interacts with. 

Any business or brand needs a logo to fulfil the identity quotient. A logo helps in recognition. A logo is the face of your business. It creates a brand image and recognition. A logo makes your brand unique thereby making it stand out from the competitors. A logo should be viable for use across all mediums like print, digital and other platforms. The logo will help you create a brand royalty. 

A Little History

Coat of arms, cylinder seals and symbols used in currencies can be considered the predecessor of today’s logos. 

The beginning of the 18th century saw the development of the printing press and this in turn lead to the popularity of advertising via the print medium. These advancements coupled with the need for marketing created the need for establishing a recognizable identity for businesses and organisations. 

Though the concept of logos became popular simultaneously with the mass growth of press and advertising, the trademark of a logo did not happen until 1876 when Bass trademarked their triangle logo. 

The later half of the nineteenth century saw a surge in the growth of marketing, advertising and hence logos. Logos branched out from being just typefaces and icons to include mascots. With the advent of mascots the tone of branding changed. Mascots could pose with objects and could be made versatile and dynamic reflecting seasons and the current trend. 

Even though many fabs and trends have come and gone, some logo, like that of Coca-Cola have stood the test of time, while other popular logos like starbucks have been constantly modified. 

Short Term Logos

There are certain types of logos that are destined to be used for a short period of time. Events like the Olympics, Marathons, Fundraisers, weddings, parties, etc., require logos but will become obsolete at the end of the event. These logos have better flexibility because current trends and themes can be used in these logos, but it is also to be kept in mind that the same logo may be used in the coming years if the event becomes recurring.

What to look for in a logo?

If you are a business, person or an organisation in the process of creating an identity for yourself, your best bet would be to get into touch with a few designers, look into their portfolio, talk to them and discuss their needs before choosing a professional designer.

Your Logo should be visually easy to remember and recognize.

Your logo should be distinct and unique.

Make sure your logo is designed from scratch and not plagiarised from a clipart

Your logo should not remind you target audience of your competitors or other businesses.

The logo should be easy to read and visualise.

Even when shrunk down or enlarged the logo should not lose its integrity.

Happy designing! And good luck in getting the perfect logo!!! 

And remember, a design alone doesn’t make a logo successful. The true essence of a logo is brought out by successful visualization and strategic marketing.

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