31 March 2016

Creating a brand logo that works


A consumer's recognition of a brand and all it represents should be instantly visible by it’s logo. But there are a lot of brands out there and, consequently, a lot of logos, just take a stroll down a busy urban street or browse the web and you may get a case of logo overload.

So what is a brand just setting out and trying to make its mark, to do? Surely, it needs to create a logo that not only succeeds in print but also on digital platforms.

Here's our top 5 tips to successful brand logo design


Be mobile-minded

Brands have mostly grasped the importance of mobile but not to the extent they need to with logos. Karl Isaac, head of brand strategy and innovation at Adobe, said too many designers forget that mobile is more than just a channel—it's now the primary customer experience.

"Brands need to consider what the experience is like on a small screen and across a range of screens, how they'll appear in the app store, what they can do to increase discoverability, and how the experience lends itself to social sharing at the very beginning of the product and brand definition," he explained. "In a world where the app is the ad, your mobile brand strategy needs to be defined from the beginning."


Be Agile

Brands have more flexibility now than they did in the print-only age, and they need to take advantage of it. Facebook recently subtly changed its typeface, and Twitter evolved its logo quite a bit since its original crowdsourced mark. ...These updates can happen more fluidly and with less expense than in the print-based era."


Tell a story

Some of the best logos tell a story at a glance—and have a bit of creative fun. For example, as Isaac from Adobe pointed out, "The smile in the Amazon logo extends from A to Z, or the arrow in the FedEx logo between the E and the X may not be something you see at first glance. Yet, its purpose is revealed over time."


Put brand first

Don't start designing with aesthetics in mind. Think about the essentials of your brand, and let the qualities be your guidebook. Famed logo designer Paul Rand said: "A logo is less important than the product it signifies; what it means is more important than what it looks like." 

Start with a clear understanding of the business, product challenges, the competitive landscape, and the key function of the brand.


Don't get complicated

Marketers may find that they have so much to say to consumers that they risk complicating their logo, which should be quick and easy to visually digest. The best logos communicate one thing and do it well.



Creating a brand logo that works