A logo is a graphic design, emblem or symbol used to endorse public recognition and identification. It may be of figurative design or an abstract or may include the text of the name it constitutes as in a word mark. During the days of hot metal typesetting, a logotype was cast as one word as a sole type piece which was different from a ligature, which is a combination of two or more letters without forming a concrete word. By adjunction, the term was also used for an aberrantly set and arranged typeface or colophon. Considering the level of mass communication and in general usage, a company's logo is often synonymous nowadays with its brand or trademark. Businesses, corporations, entrepreneurs and designers think of logos in many different ways. But the best definition for a logo comes from the legendary logo designer, Saul Bass, who crafted the AT and T, United Airlines, and many other iconic logos.

USES

A logo is a direct representation of a company and a brand. It makes your brand recognizable everywhere around the world. And it is going to take a huge initiative in fabricating brand loyalty as well. This puts more responsibility on the designer’s end. Since the logo is a permanent part of a brand’s identity, it is going to manifest in every letterhead, advertisement, flyer, business card, poster and all the other important documents of the business.

BACKGROUND HISTORY OF LOGO

  • Various techniques and inventions have bestowed to the extant logo including coins, cylinder seals, silver hallmarks, trans-cultural diffusion of logo graphic languages, watermarks, coats of arms and the blooming of printing technology.
  • The industrial revolution converted western societies from agrarian to industrial in the 18th and 19th centuries, for which photography, as well as lithography, contributed to the headway of an advertising industry that integrated imagery and typography  together on the page.

The arts were expanding in purpose from —decoration and expression of an artistic, storytelling nature to differentiation of brands and products that the growing middle classes were consuming.

Consultancies and trades-groups in the commercial arts were organizing, growing and employing more than 8,000 people. Artistic credit tended to be assigned to the lithographic company as opposed to the sole artists who usually performed less important jobs, as in:

  • Travelling back to the late-19th century, the Arts and Crafts Movement aimed to restore an honest sense of craftsmanship to the mass-produced goods of the era. An interest renewal in craftsmanship and the quality also gave the companies as well as the artists a greater interest in credit, leading to the formation of unique marks and logos.
  • The era of mass visual communication marked the huge success of the modernist-inspired logos ushered in by television, improvements in printing technology and digital innovations.

WHY DO YOU NEED A LOGO?

  • The logo is an important element of a brand identity. If you look at any successful brand in the world, you will see this almost immediately.
  • Is it not amazing how a simple glimpse at an illustration is enough for you to recognize a brand and the product behind it?

     That is how powerful a logo can be.

  • Every business and brand needs a logo:

 

  • to make their brand stand out
  • to isolate their business from the competition
  • to make their company recognizable in every country and all cultures

WHAT MAKES A GOOD LOGO?

According to Paul Rand, the design is regarded as the silent ambassador of a brand.

  • Your logo will represent your company and your mission and must be planned and crafted carefully. However, this does not mean your logo has to be geometrically correct. Sometimes, the presence of a few flaws can make your logo more authentic and unique. For example, the new Google logo is also geometrically wrong, but that’s part of what makes the brand so unique.
  • A good logo has to be unique and different from other logo design in the world. It should use the colors related to its specific brand. It has to be relatable to the company and also easily distinguishable.

LOGO DESIGN

When it comes to logo design it sounds very easy. Draw a circle, type in the company name and you are done. Unfortunately, if you are really worth the money the client is paying you, there is a lot more to it than that.

Millions of people work in the logo design industry today dispensing cut-rate logos in bulk for the sites related to crowd sourcing. Since a logo is a visual entity manifesting an organization, logo design is an important area of graphic design. A logo is the central element of a composite identification system that must be functionally expanded to all communications of an organization. Therefore, the logo designs and their incorporation in a visual identity system is one of the hardest and significant areas of graphic design.

Logos fall into three classifications which can be combined in any other case, as:

  • Ideographs are completely abstract forms
  • Pictographs are iconic as well as representational designs
  • Logotypes or word marks depict the company initials or name

The logo design professional uses simplicity and boldness for the designs. Many of the old logos are still in use today.

Logo design process

  • Designing a good logo often involves a marketing team pairing with the graphic design studio. Before a logo is created, there must be a clear definition of the concept as well as the values of the specific brand as well as an understanding of the consumer or target group.
  • The logo design process includes some broad steps:

 

  • valid research about it
  • Conceptualization of design
  • investigations of alternative candidates
  • clarifications of a chosen design
  • testing across products
  • adoption and production of the chosen mark

DESIGN PROTECTION

Logo design can be shielded by copyright via different cognitive property organizations worldwide for which application procedures are made accessible to register a design to give it proper protection at law. Usually, the trademark registration will not 'make claim' to colors used, meaning it is the visual design that will be safeguarded even if it is reproduced in a variety of other colors or backgrounds whatsoever.

LOGO DESIGN COSTING

Much like every other industry, you can also get a logo designed at different prices. It entirely depends on your budget.

  • If you don’t care about the quality of the logo, you could hire a logo creator on a required platform to get a logo designed for just some dollars.
  • You can hire a legendary designer, which is what Steve Jobs paid to hire Paul Rand to design the logo for NEXT.
  • Of course, you shouldn’t spend that kind of money on a logo even if you have the budget. There are other ways to design a logo. You can use online tools, pre-made templates, hire freelancers and more.

 

  • Online Logo Design Tools
  • Use a Pre-Made Template
  • Hire a Designer
  • Hire a Design Agency

There are many online tools for designing a logo at affordable prices.

LOGO FORMATS AND SPECIFICATIONS

  • There is a debate around the specifications of logo design. While some believe logos should be geometrically correct others think logos have to be more creatively unique.
  • A good compromise is to follow Google’s strategy. A logo design can be created in a unique way while keeping geometric accuracy thereby using proper measurements in the logo design. This makes it easier to reproduce the logo by the logo maker.

That is where logo formats also come to the discussion.

  • JPG format:Best for print purposes like letterheads and brochures
  • PNG format:Best for online purposes like social media and websites
  • SVG format:Best for web apps, websites and responsive interfaces
  • TIFF format:A high-quality uncompressed file best for print designs.
  • PDF format:Best for print designs.
  • Adobe Illustrator (AI) format: A customizable vector file of the design.
  • EPS format:  Editable vector file that works with multiple vector editing apps.

Today, a logo needs to be compatible with both print and digital use cases. You cannot just design a logo in Adobe Illustrator and save it as a vector file. You also have to consider other uses of the logo. For example, the same logo design has to be used when designing an Android or an IOS application.

 Bringing in a vector logo into an app is not an easy task. So the logo maker generates your logo design in multiple formats including  EPS, AI, PDF and even SVG.

DOES REALLY “FREE LOGO DESIGN” EXIST?

  • We always try to look for a free alternative whenever we have to spend money on something. Of course, you can also get a logo designed for free as well.
  • There are many free online logo generator tools you can use to instantly create a simple logo. You can also download free logo templates to customize and create logos for different types of businesses within a few minutes.
  • Keep in mind, these free tools and templates are being used by thousands of other businesses. Chances are you’ll end up with a logo design similar your business for a very long time.

WHERE WILL YOUR LOGO BE USED?

  • Depending on what type of logo formats you need to create will depend on how you are going to be using the logo.
  • For example, a logo that will be mostly used in print design should be designed using CMYK colours. And a logo for a web app can be crafted in SVG format for better scalability.
  • Grab a pen and paper and try to list how you are going to use the logo and then you will be able to determine which logo formats to create, what colours to use and how flexible the logo needs to be in terms of scalability.

FIVE INSPIRATIONAL WAYS TO FIND LOGO DESIGN

A logo needs to be unique and original. How you can get inspired by adopting the best techniques used by other designers when crafting your own logo are:

1. Browse

There are popular platforms that allow users to create portfolios and showcase their best work. As a result, the sites are filled with different types of designs created by other professionals, including logo designs.

2. Create Mood boards

Mood boards are great for quickly finding inspiration. If you have a particular theme in mind for your logo design, you can find images and designs related to the theme and create a mood board for magazines.

3. Browse Marketplaces

Did you know that designers create and sell logo design online?

Browse the customizable logo templates on the marketplaces and you will be able to find inspiration from various styles of logo designs and niches.

4. Start Doodling

Do you know how writers carry a notepad to jot down their ideas?

Well, you can do the same to come up with great logo design ideas as well. Carry a notebook in your pocket wherever you go. Whenever you see or think of something creative and inspiring, doodle it on your notepad to come up with more than just a handful of logo ideas with this method.

5. Ask A Designer

You can also get in touch with a professional logo creator and ask for their advice. They will give you tips on how to find inspiration, logo design standards and more. Try sending a message to a designer on a social network to ask for help.

SELECTING A LOGOTYPE

There are a wide variety of logotypes used by different brands and businesses and it often changes from one industry to another, five of the categories of logotypes are:

  • Symbols
  • Word mark
  • Letter mark
  • Combination
  • Emblem

Depending on the type of business you have, you can pick one of these categories to create your logo. To better understand how these logos function in different industries assisted by a logo maker. He will be able to guide you in the process of selection of the logo from the above-mentioned categories.

Published by Linda Lee