Logo design is not only about being creative. It is also about being able to envision the mission of the brand and express it as concisely as possible. Many people think that it is easy to find a person who can paint to design and create a perfect and creative logo. However, the job is not as easy as it seems.
To come up with a timeless and creative logo, a skilled and experienced designer needs time and knowledge about the client. They should understand what design elements can really help promote the brand since a logo tells a lot about the products and services that a company offers. Colors, features, objects and even font matters when it comes to a logo. For example, if a brand becomes more environmentally friendly, companies usually choose green colors to manifest their good intentions.
Thus, given the fact that creative logo designing requires an individual approach to every business, there are several tips that can be useful for those who only start working in this field:
People like what is easy to understand and laconic. When you design a logo, you need to put yourself in the customer’s shoes and imagine how they would comprehend what they see. If this logo does not call for any association with the brand, it is a bad logo. Let’s focus on several most popular companies. Apple, Nike, Adidas, they all have very simple logos. However, this simplicity adds up to brand recognition. Customers can unmistakably guess what company a half-eaten apple refers to.
Logo designers who only start their professional career should understand that their final product should be practical. Even the most beautiful logo can have zero practical value. In this case, its customers would hardly notice this company among dozens of competitors. A good and functional logo should have the context to make people imagine, fantasize and associate when they look at it.
Creativity implies uniqueness and originality. If a logo you created looks similar to the one that exists for a long time, it is a low-quality product. A potential customer will always associate your clients with products and services they have no relation to. Thus, it is critically important to create a unique logo. Designers of Apple could choose several apples or just one of them to be their logo. However, in this case, even a small detail such as a bite can turn an ordinary logo into a huge hit.
Related article: Graphic Design What Makes The Brand Go Successful
4. Customer Prioritization
As a designer, you should prioritize your client. However, their main priority is their customers. Thus, when you are creating a logo, it all comes down to the fact that you should prioritize potential and existing customers. You should guess what they would want to see and what associations they have with the brand to reflect them positively in the logo. For example, logo designers of samedaypapers company decided to keep their logo simple while keeping the name of the company. Due to harsh competition in the industry, this decision was the best in order not to confuse a client.
Colors, photography, fonts, objects, and layouts serve as key elements that turn a simple picture into an impactful logo. Moreover, a good designer should be able to see a bigger picture meaning how this particular logo will look like on the products, marketing materials, etc. All of it affects customers’ perception of marketing information. Creating a timeless and versatile logo usually means projecting it onto its key mediums.
6. Contemporary Art
To postpone your logo’s expiry date, you need to make sure that there is a meaning behind it. Moreover, you should make it as contemporary as you can for now. A skilled designer should always keep abreast of all trends and development in the industry, offering their clients the best that the industry has. The usage of contemporary elements will also ensure that your product is memorable. Good advice for it is to look for inspiration in places where no one has dared to seek before. Reputable illustrators say that nature is the best place to search for contemporary and memorable elements.
7. Getting into Basics
Sometimes computers cannot seize all your creative ideas in one. You may try using different instruments and textures, but the designed logo still does not look like the one that already exists in your head. Thus, do not be afraid to go to the basics and use a pencil and paper for your creative process. Sketching on paper had helped lots of people before computers made their way into our lives, but it never lost its charm and practicality. Sometimes, the best logo ideas are born on paper and then become digitized.
8. Quality Over Quantity
When you start working on a logo design project, you want to show all of your ideas to the client. However, all of them may get rejected because you focus on quantity rather than quality. Instead of showing 10 drafts, prepare 3-4 logos that look finalized and show them to the client. Quantity will not make you stand out. Quality will. Focus on the latter, and it will definitely make a difference in your work.
Final Words There is much more behind logo design than creativity and artistic and decorative skills. Logo design requires people in this occupation to be experts in marketing and customer interaction. They should understand that their product is long-lasting, that it will be printed on the company’s products and that it will add up to brand awareness. Thus, professional logo designers are usually guided by simplicity, originality, versatility, and contemporariness in their work. Only if they can project the future application of their logo and its impact on customers, they can create a timeless and creative final product.