BRANDING: How to Design a Working Logo
by: John Robert Ramos
You’ve probably read a lot of ‘how to’ about designing a beautiful logo from somewhere in the web but it is rare to find a post on how to design a real working one.
The truth about a beautifully designed colorful 3d logo is that it is just another identifying mark of a company or business and no matter how it is beautifully made, a logo cannot turn a business into a rocket success. But a working logo could play a vital role to your business success coming from its visual positive impressions. How? By creating a well studied logo.
Every professional logo designer has it own style delivering an effective and working logo. While designers might be having the same creative process, designers have different experience, taste and judgement. And according to myself, intuition and science also applies.
My 5 simple logo designing guides for a working logo.
1. Study Hard – As part of the creative process, make sure to make a research about the company history, the owners, the business, products, its competition in the market, company values, mission and goals of the company. Either it is a startup company or rebranding. Knowing everything about the brand will give you an imaginary logo at the back of you mind and the collected data will translate itself into the ideal logo. You need to involve your client in this process.
2. Choose the Right Typography – Either custom made type or from ready made font, serif or san serif, the kind of typography for the logo must compliment the brand, product or the services of the business. If you made proper research, this is no brainer. Your clients doesn’t have to be included in this serious matter due to its technicality.
3. Choose the Right Color Palette – It gets challenging when your client prefers his/her favorite colors to be used on their logo, but it is a must to ask them about it. Good news is that you don’t need to do whatever they told you to so. You are the designer and you have to press hard on that matter. What you can do is educate your clients regarding to the ‘Science of Colors’, how the human brains perceive colors and how can colors creates a huge impact on their logo and their business.
4. Geometry & Symmetry – Choose the perfect logo form. All spaces and alignment needs to be measured. Corners and angles needs to be proportioned. Arrow up or down, pointing edge to south or north is a matter of intuition. A working logo should fit to any spaces. A working logo is balanced. Make good use of the ‘rule of thirds’ it is not only for photography. The perfect form of a working logo are either rounded or square.
5. Keep it Simple & Flat – Noticed how print and web designs evolved from flat to 3D and then back to flat again. Just like the Apple logo and their mobile app icons. Flat logo is a must. It is practical to use and flexible with any medium. Same goes with the color. Skip the gradients and minimize the number of color used. A good logo has maximum of three colors. A working logo has one most of the time. This way, you are producing a cost effective logo with a maximum impact. See for example Coca Cola, Ernest & Young, Emaar, and Virgin.
Here below is my latest Rebranding work.
A client needed a design solution for the relaunch of their company and to organize their identity along with its sub-brands. Following my own simple rules for a working logo. Knowing their requirements and educating them about how a logo works. I made sure that they understand every elements and every color of the logo. What does it symbolizes, how cost effective it is for production and for use with other media like stationery, signage and uniform embroidery.
Logo Architecture Explanation: Because clients need to be informed at all times with every single details.
Facade Signage: Notice how this flat logo works with one color.
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Blog post by John Robert Ramos. Dubai based Creative and Branding Consultant.