Whatever the reason why our customers come to us, we have to work with their visual identity or to develop one (sometimes a new one). Every time, I am surprised how emotional and non-rational these decisions and discussions are. There is no accounting for taste but facts. And I thought the subject requires some explanations. Below you'll find facts about logo's and visual identity but also tips and advices to have a rocking visual identity!
Life of a logo
A logo is a graphic mark to help and promote instant recognition (Wikipedia). It will be used in various sizes (from tiny to extra-large) and format (square, full,..), printed in colours or in black and white, published in print and digital formats.
6 golden rules for a great logo
To make sure (potential) customers recognize your logo/identity in every formats and occasions (and therefore remember and buy from you), you'd better consider the following recommendations.
A good logo is:
Additional recommendations for a new logo
Let me share with you some additional recommendations:
One last thought on logo's
We recommend not to follow trends while designing a logo as it has to be Timeless. But there 1 deep and unmissable trend: digitalisation. Your logo will appear much more often in digital formats (web, social networks, smartphones and tablets) than in print formats. People will share and comment your pages (with your logo) on the Internet. As good logo's have to be Adaptable, we see logo's from large and small organisations becoming minimal. So, my final recommendation would be: forget about complex logo's (dimensional image, fancy textures, shadows,..), go minimal:
Your brand + Memorable Font + Colours (+ eventually work on negative space or gradients)
Below are some examples from global brands:
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