Thoughts on logo design

Discerning businesspeople know that a logo is the first and most important item in establishing their corporate identity, because logo has the power to begin the branding process of a company, its products and its services.
Corporate identity encompasses how a business’s visual and communication tools are perceived by its customers and the rest of the marketplace. A strong corporate identity is what differentiates one company from another. This is the reason why Nike’s ‘swoosh’ Coca-Cola’s curves and McDonald’s yellow ‘M’ have become so recognisable and have established these companies as the super-brands they are today.

The purpose of a logo

An effective logo communicates the message a company wants to portray, in a manner that is relevant and appealing to the consumer. What’s more, a logo is a strategic tool that can stimulate a customer’s memory and cause him/her to engage the services of one business as opposed to another.

Types of logos

Logos can either be text logos or symbol logos. Where text is used, choosing the right font is essential; whereas symbols can be used to convey actual or abstract representations of a business and its services. However, when symbols and text are used together, the combination can give better clarity as to what a business is really about.

Logo design tips

- A logo must be unique to make it identifiable.
- A logo must be simple to make it memorable.
- A logo must use appropriate colour to set the mood and tone of the business.
- A logo must be versatile to work across all marketing material types.
- A logo must be classic to stand the test of time.
- A logo must be adaptable to fit a growing company’s needs.
- A logo must be uncluttered to allow it to speak for itself.

The logo as a brand

A company needs to remember that a logo has immense value. It is a trademark that can be copyrighted and earn income for a company. When a logo is designed thoughtfully and professionally, it can become highly recognisable in the public eye and have the power to firmly establish a business as a brand.