Logo, you don’t have to like it, but it must work!
Take a Chase logo for instance, it was introduced in 1961, when the Chase National Bank and the Bank of the Manhattan Company merged to form the Chase Manhattan Bank. At the time, a very few corporations at that time used abstract symbols for their identification. Radical for its time, the Chase symbol has survived a number of subsequent mergers, and is currently the property of JPMorgan Chase & Co. It has become one of the world’s most recognisable trademarks. You can find case study and other information related to chase logo on Chermayeff & Geismar & Haviv website.
I remember in one of the Haviv’s Live Interviews with Futur, he made a statement that “you don’t have to like it first or like it at all, most importantly logo must work!”, this have stuck with me ever since. Haviv believed that whatever the logo is presented to you, in most cases you will not like it, it will grow on you with the time, logo is meant to be made for the business and not for you, hence the saying.
Sometimes we might like a particular logo a lot, but in reality, that logo might not be as useful or practical from the business point of view, in which case, makes it useless. A logo is not communication its identification, it’s the dot at the end of a sentence not the sentence. “Haviv”
So, what should you do, well, first thing that Peter of Sparrow Creative™ would recommend is taking a logo test, below you will find a criteria or logo guidelines should I say, which should help you in creating a timeless and perfect logo:
4. None trendy
As long as you follow these steps and choose the logo by the guidelines above, you will never ever have to re-brand, because it’s a full proof.
For many smaller companies, logo can be a very wide white area, to put this into perspective, logo is what helps your business to stand out from its competitors, so it's very important that the image stands out from the rest — something many brands struggle with, even now.
"What’s important is to create something that you believe is different from anything already out there,” David Airey
A graphic designer and founder of Sparrow Creative says. "It’s highly unlikely (some say impossible) that what you create will be original, but that should be the goal."
Have in mind that when creating a unique design, it isn't all about avoiding imitation, but also about designing something totally out-of-the-box. It’s very tempting to just throw an industry icon on the page, but it’s important to think creatively. "The Audi logo isn’t a car. The Ryanair logo isn’t an airplane. The Samsung logo isn’t a computer.
Another important task is to Understand your brand
Logo is an image, yes, but it’s also an introduction to a brand, a visual feeling, the first look. The logo must reach a specific audience and when designing, you must keep this in mind. Write down what you think about the brand; perhaps even create a mood board with imagery that reminds you of the brand’s ideology — check out websites like Alkag Ltd, Eastern Leaf, Traffic, Evan Halshaw, Glass Cast® design by Sparrow Creative Studio in Ipswich, Suffolk for some inspiration. But be wary of becoming inspired by only aesthetics rather than deeper meaning. "Researching other visual brands can be helpful, but designers need to be careful not to take the inspirations too literally.
Is the brand utility-driven or is it more focused on evoking emotion? Is it contemporary or quirky? What does the customer care about, and what does the brand aspire to be? While it is helpful to stay up to date on design trends, it's more vital to stay true to a brand's overarching personality.
More than anything, know what your logo means. Every logo has some kind of a history, filled with meaning and purpose. Take Apple, for instance — the fruit is missing a "byte." Or Wikipedia, an unfinished globe of puzzle pieces covered with glyphs from different writing systems. Both logos are simple, but have an added twist that circles back to brand ideology and purpose.
Colour is the key, but what does it all mean?
When taking the brand’s identity and personality into account, you have to think about every aspect of the image shown. Bright and bold colours may grab someone's attention, but could also seem brash; muted tones exude sophistication, but could be overlooked. Every colour has a different implication and can bring nuance to your message — don't fall into the trap of conveying the wrong message because of a simple brush stroke. ZM IT SOLUTIONS recently released an article called "Logo Design Colours and What They Mean!”
· Red: energetic, sexy, bold
· Orange: creative, friendly, youthful
· Yellow: sunny, inventive, optimism
· Green: growth, organic, instructional
· Blue: professional, medical, tranquil, trustworthy
· Purple: spiritual, wise, evocative
· Black: credible and powerful
· White: simple, clean, pure
· Pink: fun and flirty
· Brown: rural, historical, steady