Design 101: Creating the Perfect Logo For Your Brand
Leaving a lasting impact to the market starts your brand’s image. After all, first impressions matter. With only seconds to impress a potential buyer, what can present your brand’s image more than a logo? Are you designing a logo for a business? Or have you already made one but not sure about the design?
How thorough is your knowledge with logo design? Read on and we’ll help you create the perfect logo for your brand.
Level 1: The Basic Designer
When asked to create a logo design, the basic designer instinctively thinks about what shape and what color to use. Aside from the company’s traditional colours, there are other factors to consider like the company’s personality and image. Designers tend to use a guide when choosing shapes and colours for the logo they will be creating. Our brains are designed to remember colours and associate them with emotions, as well as to understand and memorize shapes. In studying shapes and colours, designers can put together or pull apart their ideas and create symbols of different movements, textures, and depth. Shapes and colours give off a mood or emotion that designers can use to emphasize something or lead the eye to a direction.
As a general rule, it is not advised to use too many colours, ideally use 1-3 colours only so that you can control where your potential buyer’s eyes are focused. If there are so many elements in a logo, your potential buyer may easily forget your brand.
You may use the color wheel as a guide to see what colour contrasts or complements each other.
This color emoticon guide illustrates how brands use colours in their logos to create brand identity.
Basic designer, be warned! Not all shapes and colours mean the same to everyone. There is nothing wrong with primarily thinking about shapes and colours with a logo design but before you apply them, be sure that you will be researching what certain symbols and colours mean to a client.
Level 2: The Advanced Designer
If you mastered shapes and colours, then you’re probably on a more advanced level. Advanced artists do background research and mood boards before creating designs. Gathered references and pegs inspire them to create an original artwork that reflect a personal style and taste. Advanced artists understand the functionality of a logo and know that making one is more complicated than choosing shapes and colours.
Typefaces, or fonts, also play a key role in creating great logos. Here are some examples of great typeface logos.
Logos are used to brand items, so they are placed from the largest billboards to the smallest merchandise like pens and calling cards. Therefore, it is important that the logo is can be recognized even if it will be placed on a small surface. No matter what angle or what surface it should still deliver its purpose. To do this, advanced designers first create a black and white version of a logo. Adding appropriate colour comes later when the shape is finalized.
Notice that the logos are still functional and recognizable despite the changes in size and colour.
Level 3: The Master
What better way to represent a master of arts but Leonardo da Vinci himself. The most effective logos of all time is not just about design aesthetics. There is also some science and math involved behind the creativity—now get ready, because we’re going technical.
A skilled designer knows the psychology behind logos and the theories that he or she can use to craft the perfect logo for a brand.
The Gestalt Theory
German psychologists from the Berlin School of Experimental Psychology discovered that when a human brain sees an image, it will organize its thoughts and create a reality. Gestalt psychologist Kurt Koffka sums it up saying that “The whole is other than the sum of the parts.”. In other words, humans are able to recognize images and symbols even if it is not 100% accurate to real life. There are many principles on how the gestalt theory works like similarity, continuation, closure, proximity, and figure. You may read more about it here.
The Golden Ratio
Right after science, we will discuss some mathematics. If there is an equation on how to compose the perfect design, it is the golden ratio—a mathematical equation equal to 1:1.61 ratios. It has been around for 4000 years. Egyptians used this to build the Pyramids, and even the famous Greek mathematician Euclid has studied it. In the current age, the golden ratio is used in creating aesthetic compositions that is naturally pleasing to the eye. Graphic design, photography, interior design, architecture and music are some areas that the golden ratio is applied. To learn more about the Golden Ratio, read here.
To illustrate, the golden ratio looks like this:
Creating a great logo is hard work but when done right, it will create an impact to your brand and your market.