5 Points to remember while Creating a Logo

“I want something different”
This is one of the common statements given by my clients who come to us for getting their logo designed.
It is not difficult as each company is different therefore its visual identity that is the logo will also maturally be different.
While designing a logo a few points which should be kept in mind are

1. Tone of the logo – Should the look be formal, or should it have a tinge of informality?
The tone typically depends on the kind of product or service which the company offers. It is also reflective of the work culture of the company. A law firm with a kiddish logo is a big no no. Similarly a kindergarden with an army style logo does not generate the warmth or caring nature of the school.

2. Style of the logo – There are 3 ways in which a logo can be designed
a) Typographical – These are created using fonts only. The fonts can be modified or a mew font style created in itself to suit the company profile.
Eg – FedEx, Axis Bank
b) Iconotype – Icon and typography combined forms an Iconotype logo. The icon is typically smaller than the typography or a part of the typography.
Eg – Amazon, Blackberry
c) Iconic – These logo have an icon as the point of focus. The icon is representative of the varipus messages conveyed through the logo
Eg – Wipro, Apple, Nike

3. Color Scheme – Each color has a meaning associated with it. For eg Blue is for technology, Red for aggression, Green for sustainability and growth so on and so forth. Hence it is necessary to define the color scheme tp be used for the logo based on the values and properties of the company.

4. Recall Element – A logo should have a recall element which can be used for all branding purposes. It should not be complex to reduce the time required for the association to be created in people’s mind

5. Scalability – A logo should always have a concept attached to it so that it can be scaled to suit various purposes and can be used everywhere as the face of the company. It should be able to handle diversification in the long term. For companies the theme could revolve around the company’s mission and vision, for products it should focus on the product and its differentiating factor ie its usp.

Signing off for now...
Sony
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