- Let's be honest...a lot of us have probably done more than our fair share of logos and they are probably the starting point for most projects...
- For the rest of you...you're good, because Illustrator is the program for logos and we need to do them in here.
- What is the purpose of a logo
(from why logos matter)
- To Identify
- Before working on any ideas you need to fully understand the environment in which the logo will be seen. Who are the brands competitors and how do they look? What colours and symbols are already owned by established competition? How can we differentiate the logo so the business stands out from the crowd?
- Logo design is a strategic tool - it's not art
- A logo can still look good, but that should be a secondary factor when designing a logo. Identification comes first.
- A logo design doesn't need hidden meanings
- They are the face of a business, product or service
- When you picture a business in your mind, you often immediately picture the logo, be it the golden arches of a famous fast food company, or the apple with the bite out of it representing one of my favourite technology brands.
- Establish Instant Brand Recognition
- Logo design influences our decisions
- By simply looking at a logo, like it or not we will immediately make judgements, and perceive a business, product or service in a certain way.
- Create a good first impression
- Communicate brand values & additional meaning
- Here are some thoughts about designing logos:
- They're quick, cheap, simple and need to be brilliant - don't be afraid of designing a multitude
- They require your creative ability and if you design 100 (I'm not kidding) you're bound to have a good one
- The most successful ones are simple but tell a complex story
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- They should be easily recognizable and represent the organization well
- Careful of inappropriate logos
- Avoid being cluttered and too "artsy"...It's about marketing, not satisfying inner artistic frustration
