Ok, so planning to design a logo and don’t know where to start and how to organize your work? Then you’re in luck, because Sean Adams has written a chapter in one of his books just for that. If you’re wondering who this guy is, then you would probably want to know that he has in his portfolio companies such as Disney’s, ABC, Adobe, Warner Home Video or Samsung. Caught your attention?
Now, when preparing to create a logo you have to have in mind that it will be used to transmit all the other messages. Put it simpler, a logo is the foundation of a visual system. But in order to make that system work, you’ll need to carefully consider 4 things: colour, typography, image or iconography and shape. This 4 are fundamental for success.
What makes typography essential is that the history and the culture of a company are communicated through it. For instance, the BBC logo, with its bold, confident and minimalist letters sends a clear message of professionalism. Would that be the case if its logo was hand-written? Of course not! Thus, the shape of the letters is extremely important.
Nevertheless, what adds value the most are unique letterforms. If you think you can do that, then you’re halfway from creating a winning logo. Other tips? Make it legible!
Colour is extremely subjective, because it has different meanings across cultures (be they corporate or civilizational). And Adams provides us with a great example here. In the United Kingdom, white is seen as pure and positive, whereas in China is used in mourning. What we need to learn from here? Always contextualize!
Clichés symbols such as an apple should be exploited as they are easily identifiable and thus can have a massive impact. Apple Inc, anyone? Of course, in order to work it has to be presented in a fresh form. And that is what Apple did, when they’ve chose the bitten apple.
The shape has to be appropriate and memorable. Although circles are extremely used and successful, you shouldn’t disregard triangles, squares or ellipses. A logo doesn’t necessarily contain a shape. Letterforms and icons can do the trick instead.
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Adams, S., Morioka, N., Stone, T.,(2006), Logo Design Workbook: A Hands-On Guide to Creating Logos (Rockport Publishers)