May 1st, 2010
Ray Cassidy asked:
Although a logo is not, in itself, a brand, it carries with it the important function of representing your brand. According to Milton Glaser one of the 20th century’s most influential designers. “The logo is the entry point to the brand.” That summarizes the position your brand’s logo should have and the part it plays in your visual portfolio. According to Identity designer, Alison Hulett the logo or trademark is without a doubt the ultimate ‘branding’ tool.
The word “logo” means a name, symbol, or trademark designed for easy recognition. The use of logos goes back to the early days of the Renaissance, around the 13th Century. Goldsmiths, masons, paper makers, and potters, were among the first trades people to use marks—pressings into gold, chiseled symbols, watermarks on paper, and simple thumbprints on pottery.
Trademarks are still used for the same reason. They were established centuries ago: to provide an easy method for recognizing a particular product. These “marks” made it easier to differentiate a quality product from one that was not well made. The value of the craftsmanship represented in the gold, paper, stonework, pottery, etc., could be expressed through the special, distinctive mark on the product.
In today’s world, the logo should be your symbol of guaranteed authenticity. The simple logo design of a reputable brand can impart instant credibility to any product that will turn the market in its favor. Just take a look at the peer pressure generated by the current “trendy” brands among youngsters!
Logos give a crucial first impression of your brand to a potential customer. Hence it is important to see that your logo design is an accurate representation of your marketplace positioning and brand. For service organizations with “invisible” offerings (no tangible products), the logo often represents the offerings.
There are some basic principles of logo design, which will give you a sound starting point as you reach the stage of developing your identity. There needs to be more to your logo design than simply an attractive graphic. It must be symbolic of your merchandise and identity if it is to be of any benefit to your branding.
The logo design should be simple and readable. The viewer should be able to get a sense of the product or service through the logo. The challenge is to create a logo that is effective and simple without being boring.
The logo should convey a sense of emotion and personality. As the user sees the logo, he must be encouraged to learn more and more about your brand. The logo should reflect your brand strategy.
It should be flexible enough to work well in a multi-channel sales environment. The logo design should work in all mediums from black and white, giant or tiny, low-resolution, fax, web, and full-color printing.
Your brand’s logo should look different from other logos. Make sure your logo design has no resemblance to those of your competitors. If it does bear a resemblance any familiar styles you are in for a great loss of potential business, not to mention the legal tussles it could bring about.
The logo for your brand must focus clearly on your unique identity, selling point and merchandise (if you produce physical products) and align with the much broader aspects of your business. In short, it must be fully in synchrony and harmony with your values, ethos, personality, vision and brand image. A very well designed logo will act as a “visual identity” or a “trade mark” for your brand.
The business prospects that a well designed logo will bring in, can be huge. If you are starting out on your business journey, then you would be well advised to sit down with a real graphics designer or logo maker software as soon as you have the cash flow to spare.
If you cannot quite face the costs of a professional graphic designer, there are many sophisticated online and desktop based packages available which will allow you to create a logo via a series of menus. The downside of these is that the logo maker software packages rarely produce an original and inspirational logo design.
It is worth bearing in mind that there are many, many companies who have done rather well without any fancy logos; just look at MacDonald’s, Microsoft and Ford! So, is it Logo or Nogo? Well, I think it’s a YES on balance. It isn’t the first thing to worry about, but as soon as you can afford it and you have a sense of your unique business identity – Go Logo!
cap logo
Although a logo is not, in itself, a brand, it carries with it the important function of representing your brand. According to Milton Glaser one of the 20th century’s most influential designers. “The logo is the entry point to the brand.” That summarizes the position your brand’s logo should have and the part it plays in your visual portfolio. According to Identity designer, Alison Hulett the logo or trademark is without a doubt the ultimate ‘branding’ tool.
The word “logo” means a name, symbol, or trademark designed for easy recognition. The use of logos goes back to the early days of the Renaissance, around the 13th Century. Goldsmiths, masons, paper makers, and potters, were among the first trades people to use marks—pressings into gold, chiseled symbols, watermarks on paper, and simple thumbprints on pottery.
Trademarks are still used for the same reason. They were established centuries ago: to provide an easy method for recognizing a particular product. These “marks” made it easier to differentiate a quality product from one that was not well made. The value of the craftsmanship represented in the gold, paper, stonework, pottery, etc., could be expressed through the special, distinctive mark on the product.
In today’s world, the logo should be your symbol of guaranteed authenticity. The simple logo design of a reputable brand can impart instant credibility to any product that will turn the market in its favor. Just take a look at the peer pressure generated by the current “trendy” brands among youngsters!
Logos give a crucial first impression of your brand to a potential customer. Hence it is important to see that your logo design is an accurate representation of your marketplace positioning and brand. For service organizations with “invisible” offerings (no tangible products), the logo often represents the offerings.
There are some basic principles of logo design, which will give you a sound starting point as you reach the stage of developing your identity. There needs to be more to your logo design than simply an attractive graphic. It must be symbolic of your merchandise and identity if it is to be of any benefit to your branding.
The logo design should be simple and readable. The viewer should be able to get a sense of the product or service through the logo. The challenge is to create a logo that is effective and simple without being boring.
The logo should convey a sense of emotion and personality. As the user sees the logo, he must be encouraged to learn more and more about your brand. The logo should reflect your brand strategy.
It should be flexible enough to work well in a multi-channel sales environment. The logo design should work in all mediums from black and white, giant or tiny, low-resolution, fax, web, and full-color printing.
Your brand’s logo should look different from other logos. Make sure your logo design has no resemblance to those of your competitors. If it does bear a resemblance any familiar styles you are in for a great loss of potential business, not to mention the legal tussles it could bring about.
The logo for your brand must focus clearly on your unique identity, selling point and merchandise (if you produce physical products) and align with the much broader aspects of your business. In short, it must be fully in synchrony and harmony with your values, ethos, personality, vision and brand image. A very well designed logo will act as a “visual identity” or a “trade mark” for your brand.
The business prospects that a well designed logo will bring in, can be huge. If you are starting out on your business journey, then you would be well advised to sit down with a real graphics designer or logo maker software as soon as you have the cash flow to spare.
If you cannot quite face the costs of a professional graphic designer, there are many sophisticated online and desktop based packages available which will allow you to create a logo via a series of menus. The downside of these is that the logo maker software packages rarely produce an original and inspirational logo design.
It is worth bearing in mind that there are many, many companies who have done rather well without any fancy logos; just look at MacDonald’s, Microsoft and Ford! So, is it Logo or Nogo? Well, I think it’s a YES on balance. It isn’t the first thing to worry about, but as soon as you can afford it and you have a sense of your unique business identity – Go Logo!
cap logo
