We all see logos hundreds of times a day.
Whether it be a logo that represents a brand or business, or an event or even a person – logo’s are everywhere.
Logos are hugely important in marketing and a poorly designed logo can cost £1000’s or even millions to rectify, in terms of both the actual design and communicating the design change to your target market(s).
What makes a great logo?
I would describe a logo as a visual representation of the company, presented in such a way as to be understood and remembered.
Without a logo, people don’t have a visual point of reference for you or your business and it’s important that you provide them with that.
It’s an opportunity to be remembered and also to communicate subliminally what your business is about – in terms of it’s purpose and the experience it’s offering to it’s customers.
Have a look at the following logos and see if you can work out what the company offers and see if you can imagine what the customer experience of that company would be like…..
I would say each of these brands clearly communicates the experience I would expect to get from them – some in a more obvious way than others (Thomson for instance).
The Vans logo deliberately looks a little ‘old skool’ – because their brand is all about nostalgia and being ‘classic.’
Fun Kids and the Georgia National Fair both are fun, bright and interesting – just like their fairs.
Rolex is a more ‘refined’ look and the colours relate the ‘the gentry’ and wealth.
The Cadbury logo is actually depicting the stirring of a chocolate pot but has been overlaid with the purple colour that is now associated with the company (especially after the drumming Gorilla advertising campaign).
The Thomson logo actually depicts the journey of a would-be passenger as well as a smiling/ winking face.
So why do some people get it all wrong?
There is a variety of reasons that people get logo design wrong, and it’s really easy to mess up!
There are a lot of considerations to think about and even more interpretations from others all around the world.
Sometimes business owners get emotionally attached to logos during the design phase, which is great if it’s a good concept, but terrible if it’s flawed.
It’s difficult to narrow down, but we’ve compiled a number of points we use as a reference when we design logos, and thought we’d share this valuable information with you to help you through this tricky design process.
We’ll continue in Part 2 of this series by exploring the meaning behind a logo and understanding how important that is to the success or failure of the design.
See you there!