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Good Logo Design

Good logo design

Logos are meant to represent companies and foster recognition by clients. Therefore, they need to present a clear concept and idea of what the company stands for. To avoid confusion, it has to be clear and easily recognizable. Moreover, it has to be unique and not subject to confusion with logos of other companies. The more original and unique a logo is, the more easily it will etch in the memory of its target.

The use of colors is important in the process, since shades are sometimes associated with certain fields or kinds of products and therefore establish a link between products and brands. Light-blue and green, for instance, are colors that people usually connect to lightness and fitness. Hence, many diet products include these colors in their logos. Moreover, if a company makes use of one color that appears not only in its logo but also in every product it brings out, with the passing of time people will unconsciously link this color with the brand. Such is the case of Coca Cola, for instance. The color red appears in all of Coca Cola´s products and advertising. Therefore, when some people come across an advertisement in which the color red predominates, they tend to associate it with this brand.

It is recommended to avoid the use of photography or complex imagery. Faces and other detailed images are not easy to remember, and are therefore fruitless for the objective pursued by a logo design. Unless an organization is meant to be associated with social, political or religious beliefs, images depicting them should be avoided. If a logo produces the wrong impression in the eyes of the target, it can lead to the loss of potential clients. Unless the company is meant to be targeted at a certain social, political or religious group, its logo has to appeal to everyone, and not be restricted to a minority. Your ideal logo is one that attracts attention and sticks in the memory of the public in general. It needs to be catchy, so that even if the person who comes across this logo is not interested in the company at that moment, he can remember the emblem for a future need. If its design is efficient the logo will etch in the memory of this individual and be retrieved in the future.

A good logo needs to convey the meaning that wants to be transmitted by a company. There should be no doubt about what a logo stands for. Originality and uniqueness are two of the most important characteristics that make a logo efficient. Regarding graphics and letters, your ideal logo must be legible and clear. Too many letters and details will make people’s attention wander and the logo will lose effectiveness. Designers have to use esthetic criteria that is not subject to changes in fashion, so that the logo can be perpetuated in time. Legibility is closely related to the effective communication of a word or phrase. Concerning the transmission of information, one of the most important aspects to bear in mind is that the message conveyed needs to be clear and easy to understand.

In order to create a good logo it is necessary to be familiar with the principles of design:

  • Movement: Figures that look unstable heighten the feeling of motion. Similarly, images that are overlapped make us believe that the figure has moved and changes its position. These kind of images are very useful for companies dealing in sports equipment or institutions organizing sporting events. Another technique to convey movement is the repetition of geometric forms, which causes the eye to produce motion in an image that is static.
  • Balance: Objects that are equal in weight are in balance. Visual balance can be affected by the size, shape and color of the objects that compose an image. Regarding colors, for example, a picture that is made up of one darker item on one side can be balanced by the presence of several lighter items on the other half of the image. The same happens with vibrant colors, which can be balanced by more neutral colors. An image that is unbalanced creates a feeling of tension and therefore should be avoided. The eye tends to avoid the sight of images that may be disgusting or unpleasant. These kind of images should therefore be avoided, as the aim of the design is attracting clients and not losing them.
  • Emphasis: A good method to attract attention in the design of a logo is the use of a focal point. That is to say, to emphasize one object that becomes of prior importance in the logo design. Frequently, the object placed in the center is perceived as the focus of the image.
  • Unity: The different elements that constitute a graphic design need to be tied so that they can seem to belong together and therefore perceived as a whole. This allows the target to see a pattern in the design and identify its meaning more easily. Repetition of color, shape or object can be also used to reach a unity among the elements that make a design, since the human mind tends to group elements according to their similarities.

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