In some of our previous posts we have talked about the importance of developing a brand, even for a very small business. A part of brand development is the creation and design of the brand’s logo.
WHAT’S IN A LOGO?
A logo is a brand’s ‘mark’ or symbolic representation. It enables people to recognise a particular brand, and to recall its products and services. You could say that while creating and developing a brand is more of a cerebral exercise, a logo is its outward, visual manifestation.
Like a brand itself, a logo provides consistency across a company. Many businesses are involved in multiple and varied activities, with their brand and logo tying them all together under the one umbrella and making them recognisable.
A SHORT HISTORY OF THE LOGO
Visual symbolic representations have been used for a long time, possibly since the start of civilisation. Examples of this include ancient hieroglyphics, pictograms and other unique and sometimes secret symbols used in early language and communications.
The modern logo however really began in the early 20th century, when designers in Vienna began devising corporate logos as graphic identifiers for corporations. Unique logos enabled people to distinguish one corporation from another, especially as trade and industry increased and spread.
THE MODERN LOGO
Of course times have changed and we are moving into a post-industrial world. Logos these days need to be able to work on a screen as well as in print. This provides a lot of scope for creativity. Some corporations even animate their logos to really liven them up and make them more noticeable. An example of this is Google, which from time-to-time decorates or animates its logo to coincide with current events, celebrations or anniversaries, while keeping it essentially the same so that it is still recognisable. The ‘Google Doodle’ is now famous in its own right.
Logos designed to be seen on screens need to be as strong and powerful as those in print. However with the myriad of special effects available, the temptation can be to try to make logos so jazzed up for the screen that they are no longer effective, detracting from the functionality of the website. As well as that, with the recent increase in the use of mobile, a logo also needs to work well on mobile devices as well. So too large or too intrusive are also temptations to be avoided.
LOGO DESIGN IN MELBOURNE
You really need a professional designer to guide and advise you on creating a logo that is going to represent your brand well and fit in with your business’s personality.
In fact, at Omnific Design in Williamstown, we have expertise not only in logo design but also in designing quality websites and in optimising them for search engines. Speak to us if you need assistance in creating a great-looking logo for your Melbourne business.
What’s your Logo Design Strategy?
As providers of professional graphic design in Melbourne, we know a thing or two about how to create a logo. A logo can be a fantastic marketing tool for your business, but it does need some thought. We’re not saying you need to come up with an eight-page concept piece, but if your logo is going to be your brand ambassador, it needs to stand the test of time. That means you need to ask and answer a few questions at the outset.
PLAN TO SUCCEED
Rush into branding, particularly a logo, and what often happens is that a short way down the line, you realise the image isn’t quite right. If you keep changing the logo, it is much more difficult to build brand recognition. So take your time, and have a think about what you need your logo to convey.
WHAT TO THINK ABOUT
You need to take your core business, your mission statement and your customers into account when deciding on a logo. Your logo can be used on everything from your website, to letterhead and staff name badges, so the logo colours, design, and image need to reflect what you do, and who you are.
A logo is one of the most important elements of your marketing strategy, so it’s a good idea to get some professional help. A good designer can help you clarify your thoughts, make suggestions on what design elements are going to be most appealing, and help make sure you get the most out of your logo design budget, and a finished product that works hard for your business, for years to come.
Logo design strategies and principles
A logo is a symbolic representation of a brand. A well-designed, unique logo distinguishes one brand or company from another, and also helps people to recognise and remember your business.
The use of printed or written symbols goes back a long way. While the modern logo really only took off in the 20th century, people have been using symbolic visual marks and representations for thousands of years.
DO YOU NEED A LOGO?
There is no obligation to have a logo in business, but there are many good reasons to do so, such as:
- To create a tangible identity of your brand.
- To differentiate your business from that of others.
- To create a professional image.
- To communicate a particular vibe or mood that relates to your company.
- To make your business more memorable.
- To provide a sense of stability and consistency across your business activities.
If you have decided to create a logo for your business, then it’s important to be aware of some of the principles involved.
- It’s important that your logo is unique, and that it won’t be confused with other logos.
- Your logo should be flexible enough that it can be scaled up or down in size as required. For instance it should be able to be displayed on a building signage, poster, stationery, website, smartphone screen, uniforms and business cards without losing clarity.
- Keep it as simple as possible. You don’t want a logo that is cluttered or confusing in any way.
- Consider the number of colours in your logo. Restrict your colours to two or at the most three is generally a good option. Keep the colours simple and avoid excess complication.
- Use your logo to define a particular vibe or mood rather than to explain all your business activities, for instance – playful, fun, serious, corporate, and so on.
- Get other opinions on your logo. For instance, you could show your employees a range of logo examples to get their view on which they think works best and why, or whether they think you need to go back to the drawing board.
- To check if your logo is effective, squint at it and see how it looks. This should give you an indication of whether it will be still recognisable to people if they are viewing it in a hurry.
If you need a new logo for your Melbourne business, or you want an old one to be revamped, it’s best to hire a professional graphic design company to assist you in doing so. A good designer should be able to understand your business along with its goals and target audience, and to work with you to come up with solutions.
At Omnific Design in Williamstown, we are very experienced in logo design. For more information, give us a call to discuss your needs and to find out what we can do for you.
This content was originally published on Omnific Design before we rebranded as Uplift 360.