Designing A Memorable Logo
One of the first things needed to expose a brand to the public is a logo
. The basis of many designs and graphic images are simple geometric shapes.
These are lines, circles, squares, and triangles. Even the graphically-challenged can create great graphics for logos, newsletters, fliers, or web pages using these basic building blocks.
In logo creation, simplicity is a good thing. As a designer you need to be aware of what the shape of lines can convey.
Sharp edges could indicate tension, crispness, hardness, formality, or high tech. Soft edges and curves may be softer, flowing, more casual, or more personal.
Even small changes in line thickness, endings, or shape changes can alter the look and feel of a design. You can also create interesting patterns with a series of repeating lines.
Everything has a shape but the basic shapes of circles, squares, and triangles can be very effective in creation. This is in part because of their simplicity.
There are so many things you can create using only circles, squares, or triangles. Alternating direction or color, disrupting a pattern with another shape, or a shape out of alignment can add interest or suggest abstract ideas.
A triangle alone or a series of overlapping ones can point in one or more directions. Logo designs do not need to be elaborate, if fact simple designs are usually the most effective.
You do not have to know how to draw to create some seemingly complex illustrations. A design should be attractive, easy to read, memorable, and have a great tagline.
Assuming your own product is fabulous, it all comes down to image. Graphic design can play a huge part in that image.
You have given a great deal of attention to your company name and believe it speaks to who you are and what you do. Now you need to wrap a graphic image around that name to carve out a prime piece of real estate in your target customer's mind.
Keep in mind that a powerful logo design has a strong, balanced image with no little extras that clutter its look. It should be distinctive and bold in design, making it easy to see at a glance.
It should also have graphic imagery that looks appropriate for your business, and the design compliments your company name.
Make sure the logo is done in an easy to read font and looks good in black and white, as well as in color. You also need to make sure you have a catchy tagline.
A tagline is a three to seven word phrase that accompanies your logo. It expresses your company's most important benefits and what you want your customers to remember about working with you.
Think of it as the words you want to linger in your customer's mind about you and what you have to offer. Great tag lines appear to be effortlessly created because they just seem to flow.
In fact, creating and refining one takes time, just like creating a great logo. The benefits of taking the time to craft a great tag line lie with the tag line's stickiness.
Great tag lines stick in your memory. They should be catchy, by not childish - unless your target audience would like that.
When someone says your company name, you want an image and an initial thought to come to the mind of your customer. You tagline needs to be the first thought they have, and it should be a good one.
The tag line capitalizes on that image well with words that stick in the mind and exemplify good taste. If you have something great, you can make your brand iconic and a household name; which should be the goal.
Creating a great logo and distinctive tagline are critical in creating a brand that provides the perfect image for your company. If you do your job well, you might be memorable enough to give your company the beach front property in the minds of your customers that leaves them thinking only of you.
by: Jack Landry
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