What's important with logo design?

As a design studio with a focus on corporate branding, we are often asked, 'what is important to consider when designing a logo'?

Here is our current take on this question.

Logo design is often either 'logo-text' (logo-type) combined with a symbol. Designers often refer to the symbol associated with the 'logo-type' as the 'logo-mark'

When they are combined - they are the logo.

Logo-text on it's own can also be referred to as a logo or as Logo-type.

The logo-type is something which requires as much consideration as the logo-mark.

If both the logo-mark and the logo-type are complex, then the combined effect can be busy and low impact.

Often people attempt to make a logo-mark into something which is more like a pictogram rather than a memorable design element.

From our perspective we aim to keep logos; bold, timeless and memorable.

Bold doesn't necessarily relate to the font - it is more about the overall impact of the combined elements. To us, it refers to the iconic nature of the design.

Timeless: means that you don't want to run with something that simply follows a trend which may have already passed it's used by date.

Timeless also refers to the concept and the idea behind it. It speaks to the general look and feel, the font selection and the iconic nature of the design.

Iconic doesn't necessarily mean simplicity. A very complex logo-mark can be iconic. And so can a very simple and stylised logo-mark.

Memorable: refers to the iconic nature of the design. Does it leave an impression and can you remember it more than any of the other sketches you have done.

We believe that the memorable nature of a logo is the most important thing for the logo to be. We believe that the best logos are the ones which stimulate a passionate and emotive response. And too often logos are at the mercy of a a group decision where the decision makers are forced to decide on the least controversial design. We often encourage the most memorable approach as long as it satisfies the brief and encapsulates philosophy or style of the company within the concept.

Practical design

Think of where the logo will be displayed.

If the logo is to only ever appear on the front of the building, then take this into account in terms of what might be the best layout for the logo. Should it be tall, short, long, wide etc. But if it is to be applied to multiple elements, then take a good look at what they are and consider how to best prepare. Does the platform need to change or should the logo adapt to the platform?

Do not attempt to encapsulate everything into the logo. The logo combined reflects the company in the same way that a signature does for a person. 

The signature always has the name of the person neatly typed above it on a form. But often the signature itself is illegible. That's not a problem.

Logos don't need to be literal interpretations of the services provided.

For example, you don't need to use a plate of food in your logo for a restaurant.

Look at the clothing brand Lacoste. Their logo is a Crocodile. It is not a pictogram of a T-Shirt. There is a difference between a pictogram and a logo.

For some reason, the Crocodile for Lacoste communicated something intangible about the products the company would sell. To me, a Crocodile is strong, stealthy and iconic. They are arguably the only survivors of the golden age of dinosaurs. Perhaps this is how Lacoste sees their male customers and themselves as a brand. Resilient and timeless.

But how does a designer come up with the Crocodile. Wouldn't it be easier to just draw a T-Shirt? To answer that one, I can say yes, but the crocodile does something much better. It becomes a message and it tells a story  - and at the same time it is bold as a concept, timeless as a concept and memorable as a concept.

This then comes back to the companies philosophy and how they see their customer. Perhaps more importantly - how they resemble their customer. They place their flag in the ground to say - this is who we are. And all those who resemble or relate to that idea can be drawn towards their brand.

And look at Nike - their logo-mark is a tick. Why a tick. A tick is a way of saying - done, completed, correct, right, next, positive, decisive.

It's not a picture of a shoe.

A logo is at it's best when it is at it's simplest. It does not need to be recognisable as anything other than itself.

While the text in a logo needs to be readable - the logo-mark can actually be abstract and it can also be a stylised element. As long as it communicates something about the brand via the company philosophy.

For example - an abstract element might look highly considered and precise - or it might look whimsical and flamboyant. Or it might look fast and brash. You can imagine how an abstract shape can actually communicate something and can also be very memorable.

When you combine a design technique with something that is recognisable, then the logo can have a dual impact of both the creative approach as well as the concept. For instance - is the Lacoste crocodile in terms of the creative style of the drawing; highly considered or brash?

With logo design - It's very easy to get stuck on one idea  - especially when that idea is pretty ordinary.

Make sure that your ideas and approaches are very different to each other.

Not only in the concept, but also in the creative execution.

If you can't think of anything, look to the smallest detail, a crop, a texture, a pattern, a colour or change to a different pencil.

Looking for a bold, timeless and memorable branding agency in Melbourne. Contact Girling Design.