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Think again. There's more to crafting a brand's visual identity than just placing a name in a square and calling it a day.

Logo designers are in high demand, and it's for good reason — a logo is often a company's first impression, one that can impact a customer's brand perception, purchase decisions and overall attitude toward a product.

We live in a society painted with brand logos. Even toddlers who can't yet tie their own shoelaces recognize many logos or are able to deduce what a company sells just by looking at its brandmark.

For those who are about to embark on a brand design journey, or think it's time for their company's visual identity to undergo a face lift, Mashable asked some some design experts to provide tips on creating a great logo.

A logo is what helps distinguish a brand from its competitors, so it's important that the image stands out from the rest — something many brands struggle with.

In many cases, imitation is the best form of flattery — with logo design, this is not the case. Deborah Harkins , creative director at crowdsourced design website 99designs , reiterates the risk of plagiarism.

Creating a unique design isn't all about avoiding imitation, but also about designing something out-of-the-box. The logo must reach a specific audience and when designing, you must keep this in mind.

But be wary of becoming inspired by only aesthetics rather than deeper meaning. Is the brand utility-driven or is it more focused on evoking emotion?

Is it contemporary or quirky? What does the customer care about, and what does the brand aspire to be? While it is helpful to stay up to date on design trends, it's more vital to stay true to a brand's overarching personality.

Here's a quick brand personality evaluation that can help you along the way. More than anything, know what your logo means.

Every logo has some kind of a history, filled with meaning and purpose. Take Apple, for instance — the fruit is missing a "byte. Both logos are simple, but have an added twist that circles back to brand ideology.

Harkins echoes the importance of understanding the brand. Bright and bold colors may grab someone's attention, but could also seem brash; muted tones exude sophistication, but could be overlooked.

Every color has a different implication and can bring nuance to your message — don't fall into the trap of conveying the wrong message because of a simple brush stroke.

According to Airey, a logo consists of two elements: A wordmark and a symbol. Before a company can think about solely representing itself with a symbol, a great deal of advertising must be done think: Starbucks or Mercedes.

Whether your brand can use a Logotype depends on the kind of name the brand has. But if you have a generic name, then you're going to need something to identify the company by, which can be achieved by using a logo mark," logo design blogger Jacob Cass told Mashable in a previous article.

At the level of mass communication and in common usage, a company's logo is today often synonymous with its trademark or brand. Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals c.

As the industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, photography and lithography contributed to the boom of an advertising industry that integrated typography and imagery together on the page.

The arts were expanding in purpose—from expression and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classes were consuming.

Consultancies and trades-groups in the commercial arts were growing and organizing; by , the US had lithographic printing firms employing more than 8, people.

As printing costs decreased, literacy rates increased, and visual styles changed, the Victorian decorative arts led to an expansion of typographic styles and methods of representing businesses.

The Arts and Crafts Movement of lateth century, partially in response to the excesses of Victorian typography, aimed to restore an honest sense of craftsmanship to the mass-produced goods of the era.

By the s, Modernism had shed its roots as an avant-garde artistic movement in Europe to become an international, commercialized movement with adherents in the United States and elsewhere.

The current era of logo design began in the s [ citation needed ] with the first abstract logo, the Bass red triangle.

As of [update] , many corporations, products, brands, services, agencies, and other entities use an ideogram sign, icon or an emblem symbol or a combination of sign and emblem as a logo.

As a result, only a few of the thousands of ideograms in circulation are recognizable without a name. An effective logo may consist of both an ideogram and the company name logotype to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.

Ideograms and symbols may be more effective than written names logotypes , especially for logos translated into many alphabets in increasingly globalized markets.

For instance, a name written in Arabic script might have little resonance in most European markets. By contrast, ideograms keep the general proprietary nature of a product in both markets.

In non-profit areas, the Red Cross varied as the Red Crescent in Muslim countries and as the Red Star of David in Israel exemplifies a well-known emblem that does not need an accompanying name.

The red cross and red crescent are among the best-recognized symbols in the world. Branding can aim to facilitate cross-language marketing.

The text was written in Spencerian Script , which was a popular writing style when the Coca-Cola Logo was being designed.

Since a logo is the visual entity signifying an organization, logo design is an important area of graphic design.

A logo is the central element of a complex identification system that must be functionally extended to all communications of an organization.

Therefore, the design of logos and their incorporation in a visual identity system is one of the most difficult and important areas of graphic design.

Logos fall into three classifications which can be combined. Ideographs, such as Chase Bank, are completely abstract forms; pictographs are iconic, representational designs; logotypes or wordmarks depict the name or company initials.

Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign logos.

The logo design profession has substantially increased in numbers over the years since the rise of the Modernist movement in the United States in the s.

Due to the simplicity and boldness of their designs, many of their earlier logos are still in use today. The firm recently designed logos for the Library of Congress and the fashion brand Armani Exchange.

Another pioneer of corporate identity design is Paul Rand , [21] who was one of the originators of the Swiss Style of graphic design. The third pioneer of corporate identity design is Saul Bass.

Later, he would produce logos for a number of Japanese companies as well. An important development in the documentation of logo design is the study of French trademarks by historian Edith Amiot and philosopher Jean Louis Azizollah.

Color is a key element in logo design and plays an important role in brand differentiation. Colors can have immense consequences on our moods.

They are remarkably dominant to the point that they can manipulate perspectives, emotions, and reactions. In addition, we tend to acquire various color connotations and color associations through social and cultural conditioning, and these play a role in how we decipher and evaluate logo color.

While color is considered important to brand recognition and logo design, it shouldn't conflict with logo functionality, and it needs to be remembered that color connotations and associations are not consistent across all social and cultural groups.

For example, in the United States, red, white, and blue are often used in logos for companies that want to project patriotic feelings but other countries will have different sets of colors that evoke national pride.

Choosing an organisation's logo's color is an important decision because of its long term implications and its role in creating differentiation among competitors' logos.

A methodology for identifying potential logo colors within an industry sector is color mapping, whereby existing logo colors are systematically identified, mapped, and evaluated O'Connor, Designing a good logo often requires involvement from a marketing team teaming with the graphic design studio.

Before a logo is designed, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group.

Broad steps in the logo design process include research, conceptualization, investigation of alternative candidates, refinement of a chosen design, testing across products, and finally adoption and production of the chosen mark.

In , the French tire manufacturer Michelin introduced the Michelin Man , a cartoon figure presented in many different contexts, such as eating, drinking, and playing sports.

A company that uses logotypes wordmarks may desire a logo that matches the firm's Internet address. As of [update]many corporations, products, brands, services, agencies, and other Psc Kostenlos use an ideogram sign, icon or an Crazy Friday symbol or a combination of sign and emblem as a logo. Retrieved 26 November We live in a Bigwheel painted with brand logos. Stothard, Monumental Effigies of Great Britain pl. Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals c. Because logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition, it is counterproductive to frequently redesign Hertha Berlin Stadion. Coca-Cola Official Website. This is not a superficial decision, color carries meanings and Sachsenlott ideas. Please take a look around and if you have time, we would love some feedback.

Some of my favorite logos in the world utilize a technique that I like to call a visual double entendre, which is an overly fancy way to say that it has two pictures wrapped into one through clever interpretation of a concept or idea.

The WinePlace logo below is a perfect example. Logo designs that use this technique come off as clever and memorable.

Check it out if you love this type of logo design as much as I do! One of the most important considerations for logo design is the color palette.

This is not a superficial decision, color carries meanings and communicates ideas. I love the rich palette used in the Zion logo below.

The colors here grab you and pull you in, they bring life to the illustration and give further context to the shape of the landscape.

That being said, remember that a good logo is versatile and will still function well in grayscale:. Beyond a grayscale version, I like to also provide clients with a true single color version, using only black and negative space.

This would be a little tricky with the logo above, but definitely possible. Always consider what it is that the logo will be used for and whether or not the various use cases require different versions.

Every few years or so, some new fads come along in logo design. I personally love to study design trends and you might even find me suggesting jumping onto a few bandwagons to keep up with the times, but with logos, I just hate it when a bunch of designers use the same idea over and over.

Should you follow them to the letter? Absolutely not. Why not use a design that you actually thought up yourself rather than ripping off what everyone else is doing?

The concept is definitely an important one that ties closely to the previous tip. Is it likely that others will produce something similar?

Try filling a notebook page or two with some rough sketches before choosing which ideas to pursue further. Too often we see logo design as simply a trip to the font menu to see which typeface makes the company name look best.

Custom type helps to ensure that your unique logo will stay that way. Keep in mind though that if your logo is famous enough, people will always try to rip it off.

This certainly holds true for my favorite script logo:. The awesome Coca-Cola script has been stolen countless times in awkward parodies throughout the last few decades.

In this situation, remember these four powerful words: keep it simple stupid! Simple but powerful logos permeate the business world and always prove to be the best icons for standing the test of time.

The silhouette of an apple is nothing special or memorable:. Deborah Harkins , creative director at crowdsourced design website 99designs , reiterates the risk of plagiarism.

Creating a unique design isn't all about avoiding imitation, but also about designing something out-of-the-box. The logo must reach a specific audience and when designing, you must keep this in mind.

But be wary of becoming inspired by only aesthetics rather than deeper meaning. Is the brand utility-driven or is it more focused on evoking emotion?

Is it contemporary or quirky? What does the customer care about, and what does the brand aspire to be? While it is helpful to stay up to date on design trends, it's more vital to stay true to a brand's overarching personality.

Here's a quick brand personality evaluation that can help you along the way. More than anything, know what your logo means. Every logo has some kind of a history, filled with meaning and purpose.

Take Apple, for instance — the fruit is missing a "byte. Both logos are simple, but have an added twist that circles back to brand ideology.

Harkins echoes the importance of understanding the brand. Bright and bold colors may grab someone's attention, but could also seem brash; muted tones exude sophistication, but could be overlooked.

Every color has a different implication and can bring nuance to your message — don't fall into the trap of conveying the wrong message because of a simple brush stroke.

According to Airey, a logo consists of two elements: A wordmark and a symbol. Before a company can think about solely representing itself with a symbol, a great deal of advertising must be done think: Starbucks or Mercedes.

Whether your brand can use a Logotype depends on the kind of name the brand has. But if you have a generic name, then you're going to need something to identify the company by, which can be achieved by using a logo mark," logo design blogger Jacob Cass told Mashable in a previous article.

And when considering typefaces for your text, be sure to avoid gimmicky fonts, utilize negative space and perhaps tweak an existing font — websites like Font Squirrel or HypeForType are helpful.

Some logos even become recognizable because of their custom fonts. Coca-Cola originated the slanted font and now others try to rip them off. A good example is FedEx's logo, a simple Logotype with a twist.

The image utilizes negative space to create an arrow which connotes speed, precision and direction. In the digital age, where logos will appear on multiple devices and across social media, you must design something that transcends paper.

It must look great on different backgrounds, work for apps, icons, avatars and print, and it must be flexible in size.

Take Adidas , a brand that incorporates the same motif of three parallel bars in all of its designs.

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