by Charlie Jean Hamilton | April 24, 2019

Logo Logistics

At any given time, one might be able to look around and identify a dozen brands through the visual of logos. While a logo’s primary purpose is to incite immediate brand recognition, they are also used as a way of communicating information about your business.

Logos have been in use for centuries. Though Bass Ale’s famous red triangle became the very first registered trademark in 1876, we can trace the use of logos all the way back to 1708 with Stella Artois’ horn that is still in place today. Perhaps even further if we look to the company’s previous owner, Den Hoorn Brewery.

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One of the absolute most important investments a business can make is that of a well thought out and well-designed logo. Logos have the power to make a company’s mark on the impressionable world of consumers. If a picture is worth a thousand words, then it’s easy to understand why corporations pay millions of dollars for just the right logo.

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You’ll find countless articles on the internet telling of why one should never pay less than $200 for a logo design and, they’re all quite valid. Professional designers put a lot of work into the design of a logo. Not to mention the time and money spent on earning the degree that has enabled them to work as a professional in the first place and, of course, the purchase of all the fancy technical tools and software in which to produce the design.

If your logo looks like it was designed using Microsoft Paint, customers may question if you’re actually able to provide your core service or not. If you use stock images such as clip art in your design, you risk representing yourself fraudulently and bringing about legal troubles. As the saying goes; “There’s nothing more expensive than cheap design.”

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There is an actual process to be taken when designing a professional business logo, its not as easy as just creating a miniaturized piece of artwork.

The Process

  • Client Consultations – Getting to know the client and their business is the first step. Whilst the initial consultation is the most important one, its not the only one. The designer needs to understand the vision of the client, what drives them in their business, and what qualities they in particular are bringing to their industry.
  •  Research – In order for the design team to efficiently and effectively produce a logo of great value and maximum impact they must learn all they can about the specific industry of the client’s business like, its history and top competitors.
  •  Briefing – Through brainstorming and conceptualization, laying forth potential directions, this is where the design first begins to take form.
  • Development – Multiple concepts are put forth into design and the most promising results are selected to be executed digitally.
  • Presentation – The now digitized selections are presented to the client for feedback.
  • Back to the Drawing Board – After the client has made their choice of logo from the presented selections, final edits are made. If a client is for any reason unhappy with the presented selections, then the designer will return to the development stage of the process.

Tricks of the Trade
So, how does one conceptualize the perfect logo anyway? The consideration of a great many factors comes in to play, such as; Logo “type”, memorability, simplicity, interest of the brand, color theory application, and impressionability.

While there are many logo types, the most commonly used are; Wordmark, Lettermark, Brandmark, and Iconic or, Emblem. Where Wordmark uses a form of typography to state the literal name of the company, Lettermark uses initials or, an acronym. A Brandmark logo type is typically an abstract graphic like, an apple with a bite taken out. And the Iconic or Emblem type combines the use of both Brandmark and Wordmark like, the ever-recognizable logo of Harley Davidson.

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The End Line
Logos are all about promoting the recognition of a brand. It is important that they be versatile as to be able to go wherever your product or service goes. They should also be memorable so, try to stay away from current trends when setting your design down on the table. With as important as they are to your business, no matter the direction you chose to take your design, it is wise to allot an ample amount of time for the creation process of your logo.

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