Join Nigel French for an in-depth discussion in this video The purpose of a logo, part of Logo Design: Techniques.
- A logo is the visual representation of a company or organization. It creates recognition and helps people remember their experiences and associations with that company. Ideally, over time, it inspires affection and loyalty. Every logo has three main roles. Identification. A logo identifies a company in the marketplace. In an instant, visually symbolic way a logo represents the company to the world.
The logo may be the first thing a potential customer sees and it needs to make a positive first impression. Distinction. An effective logo should be unique, it distinguishes the company from the competition, providing a way for customers to recognize and choose that company from other similar businesses. Communication. A logo says something about a company. This may be direct, or it may be subtle, but every logo communicates a message. And a good logo communicates a positive message.
It may be sophisticated, informal, solid, reliable, caring, professional, creative, etc. On the other hand, an ill-conceived logo can send the wrong message. Unprofessional, gimmicky or dated. A logo is not a brand. A logo is one part of a company's brand identity. The brand as a whole represents more. The company's mission, its history and how people perceive it.
Along with the logo, the brand includes, amongst other things, the typefaces used throughout the company, the company colors, the building's signage, the staff uniforms, and any advertising themes. A logo is not a brand but it is a very important, possibly the most important, aspect of that brand.
- Generating logo ideas
- Choosing the right typeface
- Designing with simple shapes
- Adding shine, texture, beveled edges, and transparency
- Designing with negative space
- Choosing logo colors
- Preparing final files
Skill Level Beginner
1. What Makes a Good Logo?
2. Exploring Type Variables
3. Type Treatments
4. Designing with Simple Shapes
5. Logo Motifs
6. Logo Effects
7. Choosing Logo Colors
8. Lines and Stripes
9. Simple 3D and Shadow Effects
10. Finalizing the Logo
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