With the world having never ending access to the web and all its content, it becomes increasingly important to have a successful web presence. How does your brand stand out from everyone else’s? Step one is a magnetic and unique logo. How does your’s stand up to the logo test?
Logos are used to identify a company’s brand. Paul Rand (pictured), iconic logo designer (IBM, ABC, UPS), could not have said it better, when he said, “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”
You can read all about Paul Rand and other famous iconic logo designers here.
A successful logo is one that encapsulates fundamental design and branding rules; it is carefully considered and well thought out. So does your logo past the test?
These are some important rules we apply here at Ellis Jones when designing a logo for a client.
A brand must:
- Be original in its field/market
- Be relevant
- Have immediate impact
- Typography should work separately to icon
- Typography should suit the icon
- Be recognisable even when it is small
- Not be over complex
- Not rely on colour for its effect
- Be versatile in its application
- Embody the brand
- Be memorable
- Be timeless
Development of a logo is a strategic process as much as it is an artistic process. As a result we match a brand strategist with a designer to ensure the brand essence and associations, and its personality elements, flow through to the logo design. Once you have chosen a logo, you’re going to have it a long time. Better make sure it inspires customers and employees in the right ways.