A logo might look fantastic, but is it suitable for the audience that is being targeted? The designer must communicate extensively with the client and understand the both the demographic and the industry, before an effective brand identity can be created.
Below is an example of (very!) unsuitable typography and colour:
This should go without saying - your logo needs to be unique.
This is usually achieved by developing a symbol or original typography that sets you apart from the crowd. Coca Cola’s iconic logo is a great example of well balanced original typography that is timeless.
If your branding lacks originality and professionalism, those characteristics will reflect on your organisation or business.
All professional modern logos use vector graphics.
Simply put, vector graphics are based on mathematical calculations rather than pixels, which means they look great at any size, from the largest billboard to the smallest business card.
If your logo is not provided in a vector format, chances are that your ‘designer’ is unqualified. Vector file types include .AI and .EPS.
Colour is vitally important in logo design and branding. Many studies have shown that colour affects our emotions and even our physical responses - most fast food logos are red, orange and yellow as these warm colour combinations have been shown to increase appetite and associations with food.
There are also the technical aspects. Your logo will need to be provided in CMYK colour space for print, and RGB for any screen applications, such as websites, apps and social media graphics.
Your logo should look great at any size - on a massive billboard or a tiny business card. This involves technical aspects (see the section above on vector graphics) and stylistic considerations such as colour, typeface and detail.
A good designer first and foremost needs to understand the audience demographic. This involves extensive communication with the client about their customers, expectations, competition and how they see themselves within the wider market.
A solid background knowledge of both the target demographic and the industry ensures branding that is focused on client needs.
Next comes the concept, the most important stage of the process - this is where the brainstorming takes place to create a symbolic identity that will resonate with the target demographic.
After starting with pen and paper to quickly get the ideas down, the designer will settle on the most promising and develop those digitally before presenting intital concepts.
Clients will usually be shown 3 concepts to choose from.
Once a concept has been decided upon, it can then be refined further, with minor adjustments to colour, graphics and typography in order to ensure the logo is on point.
When the client has approved the logo, a file suite is created in both bitmap and vector graphics, with alternate versions for web and print colour spaces. This ensures consistency across all branding collateral.
Your logo and branding are an investment in your business and reflect the values you hold as a business. A cheap, amateur logo sends the message that your business does not really care about it’s public appearance.
Skimping on branding when you are starting a business is a bit like spending years at university and getting top grades, then turning up to your job interview in underpants. Unless you are truly, astoundingly brilliant (or going for a job as an exotic dancer), it's a bad idea.
Measure twice, cut once.
In other words, get it right at the beginning and save yourself a whole lot of grief later on. While many printers and overseas providers offer incredibly cheap logo deals, you get what you pay for - most are not trained in design principles.
Inevitably there comes a point where the logo provided doesn’t work - it’s the wrong colour space for print or web, it doesn’t reproduce well in black and white, it doesn’t work at smaller sizes, or it was supplied in the wrong file format.
A professional logo designer will create a stylish, suitable logo for you and provide all the essential file types your business will need for future advertising and branding collateral.
When an amateur makes a logo it looks... well, amateur.
Professional graphic designers generally hold a degree, which covers both the technical (use of software etc), and the theoretical sides of logo design and branding (colour theory, typography, balance, spacing, etc).
Anyone can learn software. Becoming a good designer takes years of study, experience, and continuous professional development.
If you'd like to know more or have any specific questions, you can get in touch via the contact button, or ask for a quote.
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The logo design process.
What makes a good logo?
Why pay a professional?