How to create an effective logo. Mistakes and balance of creativity

Unreadable logo.

If you want your logo to work really well, then you can't get away from the concept of "readability". The more illegible your logo is, the less attention it will receive from consumers. Nobody wants to strain to read someone else's logo. Pay attention to the proportions of the logo, choose the font wisely. Even the prettiest typeface isn't worth risking sales. If you like the font so much that you are not completely ready to part with it, then just get yourself a tattoo - you can even with the name of your brand, but leave the logo readable.

Variety.

If you have the opposite situation and you cannot decide how exactly you need to write the name, and there are too many beautiful fonts, then you can play with a dynamic identity, but remember that such a task is quite difficult both in development and in promotion. ... The use of multiple logo formats (especially without strong support from other elements of the identity) reduces the memorability of the logo.

Inconsistency with the idea of ​​the company. We already talked about this, but we will repeat it again. If your logo is fun, youthful, vibrant and dynamic, and at the same time you are engaged in a large long-term investment, then you definitely did something wrong. The company logo should best reflect the idea of ​​the company: therefore, you should avoid inappropriate fonts that are not suitable for your business;

Detail.

It is best to avoid mixing colors and images with too much detail. This prevents the consumer from perceiving and remembering the logo, distracting him from the idea of ​​the product.

Striving for beauty.

There is no need to associate the creation of a logo solely with the aesthetic factor. Aesthetics are not the most important thing in a logo - the main thing is how it works as a brand element. To build a beautiful home, it is not necessary to select every brick in accordance with the canons of beauty.

Balance between technique, rules and creativity

When creating a logo, pay attention to colors, font, harmony of elements, readability. Choose between a type logo or lettering combined with an emblem. Decide whether to include a reference to the product; evaluate how the logo adapts to the times and ideas. Check the logo against some psychological and neurophysiological theories (like how easy it is to remember your logo). Conduct a competitor analysis to see if others had similar ideas. Consider brand positioning: how is it reflected in the logo? Test your target audience: does the logo align with their values? As you can see from this list: creating a logo is a project that requires attention and certain knowledge.

You can find good examples of logos from large companies. Track how they redesigned the logo to align with audience expectations, how they brought the logo back to a modern look, why they redesigned it, and what new ideas they put in. Design your logo based on practical examples. If your company operates in several countries or plans to enter a new market, be sure to consider the cultural characteristics of these territories. The cultural context decides a lot, if you are misunderstood, the business can fail.

In short, when working with a logo, on the one hand, the communication features of a particular company must be taken into account, on the other hand, there are some general rules that must be followed. There is always a balance to be found between technology and creativity. Sometimes inexperienced graphic designers obsessively pursue purely perfection of form, trying to create something beautiful, but unoriginal or lacking in meaning. In other cases, young designers get so involved in the creative process that they completely forget about practical goals. Not to mention the fact that almost none of the freelancers turn to experts: marketers, analysts, brand strategists, because they believe in their idea and are not ready to give up illusions if they contradict reality: in order to avoid this, you need to contact branding agency,

A logo is an element that immediately appears in the mind of a consumer as soon as it comes to a company, so it should not be taken lightly. Logo(Logo Designers Near Me) development- a complex process that requires a balance between science and art. A quality logo requires attention and focused design. It cannot be drawn in a couple of hours.