A Few Tips for Designing Logos
Appropriate
Logos must embody and convey a feeling that represents the nature of their
industry. Logos for a towing company, a financial institution, and a produce
distributor should look drastically different.
Distinctive
Logos should distinguish and separate the individual company from its competition.
They should possess an appropriate look that does not single out
unique qualities of the business specifically. They should serve to support the business
industry as a whole, and will most likely draw business toward the leader in the field.
Attracting/Attractive
In general, pleasing aesthetics serve any business well.
However, the qualities that attract the target consumer may not
always meet with conventional standards of attractiveness,
and so conventional standards may sometimes take precedence over
the specific qualities designed to attract consumers.
Readable/Understandable
Obviously, if letters and words are involved, the consumer
must be able to read and decipher them. But the same is true for pictorial,
symbolic, and abstract images. The image must not only portray what the
designer and client intend, but every effort must be made to not convey any
unintended ideas as well. The more abstract a logo is, the more it is like a
Rorschach test. And it's very hard to predict what every viewer will see, be careful when
designing abstract logos.
Functional
A logo must perform with equal strength and effectiveness
in each of the numerous places it will be used. It must work
on the side of the company truck and the business card. It must
retain its integrity in crowded environments of competing graphics
and colorful distractions. It must work in one color printing
and on low-definition TV and computer monitors. These extreme
and varied demands usually call for simplicity in design.
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