Logo Design

logo design

Logos are a critical aspect of business marketing. As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market. For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.

Lolipops Logo

Brand Identity

Logos are the chief visual component of a company's overall brand identity. The logo appears on stationery, websites, business cards and advertising. For that reason, a well-designed logo can contribute to business success, while a substandard logo can imply amateurishness and turn off potential customers. However, a logo should cohere well with other aspects of a company's visual presentation: No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colors and document-design guidelines.

Design Principles

Good logos should be unique and comprehensible to potential customers. Although there are myriad choices for color, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry. For example, cutting-edge firms and tech companies tend to have angular logos to convey speed, while service-oriented firms have rounded logos to provide a sense of service and trust.


Keep it Simple

A logo doesn't need to be complicated to convey the ideas that are crucial for a business that ties its entire identity to your work as a graphic designer. In fact, the simpler, the better. Think of the Nike Swoosh. That arching shape instantly conveys grace, power and speed in the simplest and boldest form, and the Nike logo is instantly recognizable the world over no matter the language. Good logos are clean, simple and bold. A good method for judging a strong logo is giving it "the squint test," which means looking at the logo while squinting your eyes. If large portions of the graphic become illegible or confusing, chances are the same will happen while someone is flipping through the pages of a magazine or whizzing past a billboard at 65 mph. Use strong contrast between elements of the logo, and avoid having different parts of the logo compete for attention. A logo should be bold, simple and direct.

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