A great logo communicates the right message to the right people. Through visual communication, it catches the eye of the target market and speaks to their interests. It tells them who you are, what you’re about, and why the two of you will be a perfect match.
Here are some of the most important elements of a logo design. If you’re wondering if your logo is good or if its time to update, these will help you understand how to look at your logo analytically. Because one of the secrets of design is that creativity is only 10% of the process.
1. The Logo Explains What you Do
Fairly obvious, right? When someone looks at your logo, they should be able to tell what you do. But it’s easy to fall into the thinking that you can represent your business with a simple logo mark–a graphic without any words. In the example below we can see that the Under Armour brand started with a logo that included their company name and a description of their product. As they grew bigger they were able to remove the text elements because they had achieved enough recognition. If you aren’t already wildly successful, your logo should include the name of your business and if necessary, a tagline that explains your product/services.
Less is more. With logos, we want instant recognition from the audience. Nike. Shell. Ford. These are all logos that even a small child could draw on a piece of paper from memory. The more complicated the design, the more time it requires the audience to digest and the less likely they are to able to recall it clearly. This example shows how Starbucks’ logo has evolved to become more and more simplified over the years to achieve this visual clarity for customers. Read more ›
Posted in branding
Tagged with: bad logos
, graphic design tips
, logo advice
, logo analysis
, logo consultation
, logo design
, logo facelift
, logo markeovers
, logo updates
, simple logos
, timeless logos
I’ve seen this done before to Elsa (of Disney’s Frozen) and was so surprised that I wanted to try it with the other princesses. Doesn’t everybody love a fun Photoshop project that pokes fun at perfection?
Read more ›
It seems that all businesses have invested in some social media platform at this point. Whether it’s Facebook, Twitter, Instagram, Pinterest, or something else, we have all seen the potential for expanding our brands and reaching new customers with social media. That said, most of don’t really enjoy keeping up with these accounts. How many of us have started a Twitter account only to abandon it a few months later?… Read More ›
Recently, a friend and I were trying to think of the most successful company using a “bad” logo. After a lot of debate, we settled on Sysco, which – if you are not familiar – is a company that provides wholesale food products to restaurants and other food-serving facilities, such as hospitals, etc. As seen in the image above, this chunky, rather generic logo, includes two elements: a) the letters of the word “Sysco” deformed to create the shape of a box, and b) a terrible, serifed, all-caps, font which reads the name of the company.… Read More ›
There’s simply no question that for some of us designers, finding the best packaging solution for a client can be an ethical quagmire. Especially when you are working with small businesses that have a limited budget. It goes without saying that in today’s market, the cheapest solutions can sometimes be the most environmentally offensive. That’s why we were so happy to come across this book, How to Wrap Five Eggs, which beautifully depicts an array of all-natural, traditional Japanese packaging solutions.… Read More ›
Recently I passed a large billboard on the highway that was advertising a local car dealership. From experience in the advertising world, I know that billboard space on busy highways can cost as much as $10-$30,000 per month. Yes, you read that right – up to $30k per month in cities like Boston. So, this advertisement for a car dealership caught me by surprise when the entire message of the ad was focused on their Facebook presence.… Read More ›
Just finished this fresh new website for The Westporter, a fantastic restaurant and catering business in historic Westport, Massachusetts. This website uses a bright white background to emphasize the beautiful images of food and drink. When the food is this good, the design should support it with a conscious simplicity. Check out the site here: westporterbistro.com.
… Read More ›
A tote bag design for a small business organization that sells these thick, cotton, bags at farmers markets.
… Read More ›
Luscious packaging for a collection of gourmet olive oils and vinegars.
… Read More ›