If your brand had a face, what would it look like?
Your logo is the face of your brand and just like a face, a logo is your brand’s visual identity. A good logo is unique, memorable and meaningful.
Here are some elements you should consider when designing a logo.
A logo is a visual representation of your brand. It should convey the core business of your brand as well as your values. Here are some examples of logos that effectively portray the businesses they represent.
Via Design Week
Evernote is a note-taking and organisation mobile app. The company began with the mission of “Remember Everything” and nothing symbolises this better than an elephant, an animal well-known for its impressive memory. If you look closely, the ear of the elephant in the Evernote logo looks like a folded page. This is a great representation of what their product essentially is: a digital notebook.
Think online shopping and Amazon.com will probably be the first thing that comes to mind.
Amazon is a company that prides itself on excellent customer service. This unique selling point is portrayed through the curved arrow in their logo which resembles a smile. This arrow has become a quintessential part of Amazon’s branding, working effectively as a form of identification even as a standalone element.
The positioning of the arrow, beginning below the “a” and ending at the “z”, was no accident. It symbolises the company’s mission: to carry every product that their customers may need, from A to Z.
FedEx is a company that requires no introduction. Their logo, while simple, is iconic. Its designers have cleverly hidden an arrow between the ‘E’ and the ‘x’. Once you’ve seen it, you can’t unsee it.
2. Negative Space
FedEx’s clever use of space between letters is a common technique you’ll see in many logo designs. This is called negative space.
Making use of negative space is a great way to incorporate multiple elements into your logo without overwhelming the viewer. You can also create interesting optical illusions; take a look at the logo for the fictional Spartan Golf Club below.
Here’s another cool use of negative space:
Can you spot two people chatting over a cup of coffee in O’Coffee Club’s logo below?
You can’t talk about negative space in logos without bringing up the World Wildlife Fund.
Adidas, a.k.a the three stripe company, has incorporated three stripes into every one of its logo iterations over the years. It doesn’t matter which era they’re in, those three stripes, coupled with that classic Adidas typeface, always work. They are the “anchors” that make the Adidas logo so versatile and adaptable.
The three stripes have also been featured on Adidas’ apparels, shoes and accessories. This makes their products instantly recognisable.
The trick to creating a logo as iconic as Adidas’ is the use of a motif. Include an element that is timeless and adaptable. Use this motif in your marketing and branding efforts to inculcate an association with your brand.
4. Get inspiration from lettering
Letters are pictorial in nature. The curves and lines of the alphabet have inspired many logo designs.
Take a look at how the designer for Wiesinger Music’s logo used the keys of a piano to form the letters “W” and “M”.
Below is the logo for Bison, a Canadian rock band. Check out that cool use of negative space to form the animal’s eye and horn.
Find similarities between letters and numbers and play your design off of them. For example, “S” and “8” have very similar shapes and can be merged to form the logo below.
We hope this article has inspired you in one way or another to create your own awesome logo. Since a logo is meant to be the first thing your customers associate your brand with, we recommend hiring professional designers to carry out this important task.
Got any other tips on logo design? Share them with us in the comments below!