Logo design is the art and profession whose task is to sketch attractive visual representations meant to convey specific political, economical or religious messages to specific social groups. The message conveyed by logo design depends upon the message represented by the logo and also on the designer’s knowledge of his chosen field. Logo design takes into consideration a lot of things including color, fonts, images, space management, position and shape. One of the most important things to remember when designing a logo is that it should not be confusing, unappealing or excessively long. Logo design is usually considered as one of the most time consuming artistic forms.
Logos are mainly developed to communicate a company’s unique identity. Every business has a logo and so does every organization. However, creating an effective logo may require a huge set of skills, which is why it is necessary to use professional tools such as AutoCAD, Adobe Illustrator or any other software that can enable one to produce an attractive and professional-looking logo design. Many firms do not make use of these programs since they believe that it would take too long to develop their logos. The problem with this line of thinking is that it is very important for companies and organizations to deliver good quality work within a very short period of time.
In addition to the other details such as colors, text, and graphics, one should also pay attention to the typography in logo design. The success of any logo design depends primarily on how easy it is to read and understand. A typographically flawless logo design not only attracts a customer but also persuades him to consider your brand values. Poor quality typography not only makes your logo unreadable to your customers but also portrays your brand in a negative light.
Even though it is not easy to identify the importance of phase two of logo design, it is advisable for every designer to focus on it at least during the conceptualization phase. This is because stage one already lays the foundation for designing an attractive logo that will be easy to read and understand. The process of refining the logo design and making it more presentable takes place during the conceptualization phase when designers have to address the existing issues concerning the brand and have to incorporate innovative ideas to meet the market demands.
Once logo designers identify the essential elements that constitute the visual identity of the brand, they have to come up with appropriate fonts that will help convey the intended message to the target audience. The fonts used in logo design need to be carefully selected to ensure that they will not be too difficult to read and understand. Depending on the nature of the company, the fonts needed will vary. For example, if the target audience is younger, designers need to make use of fonts that are trendy and cool. On the other hand, if the target audience is older, they may prefer the traditional look of the fonts. Also, the balance of the text should never be uneven since this looks sloppy and amateurish.
After deciding on the font type, designers have to choose a suitable icon for the company name. There are two common ways in designing the symbol: the script type or the icon. For a logo design that is made specifically for print purposes, the icon is generally a picture or a logo that is capable of representing the company’s brand or symbol. If the company needs to get its logo designed in a digital format such as Flash, designers usually use the clip art style instead of the traditional icons. In this case, the image that is to be portrayed in the icon will be set as the background of the clip art symbol, which makes it easier to create the final logo design.
Once the preferred fonts have been chosen, the next thing to do is to decide on the colors for the identity. Usually, the brand colors will be consistent throughout the identity but they should still appear unique. Different colors may be combined or they may be varied according to the preferences of the designer or client. Also, colors can be contrasted or they can appear in parallel with one another to achieve the desired level of uniqueness.
Branding through the use of logos plays a crucial role in the promotion of the business. It is important to have an attractive logo design because this serves as the trademark of the company so that people will easily remember it. As an added advantage, the logos used by many companies have been proven to increase profits. Companies may invest on their own brand identity but they can also hire a professional agency to help them in creating the ideal logo that will help them in promoting their product and establishing their corporate identity.