Tips for creating great logotypes
We are surrounded by logos, we live in logo culture. A reality reflected, six years ago, in the wonderful short film Logorama, an animated universe showing the superiority of the creative over the rational. Seriously, if you like this creative field, you can not stop watching. We propose the next challenge: How many brands are able to recognize? You are warned, it is difficult to find them all!
Before deeping into the subject, it is necessary to make a triple distinction, though for practical purposes, we often confuse:
Logotype. Logo= word. Thus, we understand as a logo when identified by text.
Isotype. Brand is recognized without text.
Imagotype. It combines image and text, and both are identifiable separately.
Isologotype. Image and text are grouped.
Logotype is synonymous of identity and creativity.It is for this reason that your design and creation has to be careful. Imagine, we have to create a logo for a company from scratch. Which are the steps to follow?
A productive briefing. Though we are creative, it is important to know what our client wants to convey, so we do not go to the meeting without doing homework. First, we have to go with a checklist about beginnings of the company, message,objectives or corporate identity, among others.
Creative spies. Yes it must be confessed, in our spare time we are spies of design. We must not lose sight of our competitors either directly or indirectly, because in addition to seeking inspiration, a good research can help us in giving the perfect key to differentiate and be unique in our field.
Hard work. Although we seek inspiration, we can never fall into the temptation of copying and pasting. If we want to create good designs, we have to work very hard to develop new concepts.
Scribbles nonstop. Take pen and paper, it’s time to play with the imagination and design sketches. Do not give up, like the painter Pablo Picasso said “Inspiration exists, but it has to find you working”.
Perfect recipe!
The ingredients needed to create a perfect logo are:
1. Simple. Ideally, use a clean and simple composition, this way it will be easier to associate logo with brand.
2. Cool. One of the most important criteria, if your design fails to capture attention, the game is over and we lost. Come on, sure you can give it a spin and make it the center of attention!
3. Sustainable. While it is important to consider trends in design, the truth is that we bet on a logo that is not a fleeting trend. That is, our designs must endure over time, at least 10 years. Many brands tend to do a redesign their logos as a celebration of the ten or twenty years.
4. Adaptable. The logo should be able to be adapted for use in all supports as digital, printed or textiles, among others.It is necessary to bet on a simple composition without many decorative elements that may hinder the message.
5. Coherent. Logo is the flagship of the corporate identity of a company, that is why we must be consistent at all times with the brand essence.
6. Exclusive. And although there are many designs, and it is increasingly difficult to innovate in this field, we should bet on a single composition. Yes, if by chance someone says “your logo reminds us …” Error! Let’s start again!
And when you think your sketch is ready for the next step … From paper to digital!
Color and typography. It is essential to create several combinations without losing the essence of the project. To translate the objectives will be very useful “Psychology of color” and a good choice of typography. Do not forget it!
S.O.S Mistakes
There are specific errors to avoid:
1. Designs copied. Although we have already mentioned, we insist, the function of a logo is to transmit values and connect with the audience, so if we copy a design, we distort this functionality.
2. No use vectors. Another serious mistake, vector format is your best ally as you get the design can be expanded without losing quality. Thus, the image will not be blurred or pixelated.
3. Choice of sources. It is vital to know thoroughly the sources to use because through them you convey to a large extent, the personality of your logo. For example, if you choose a Sans Serif source will transmit innovation and cleanliness, while if you choose a Serif font, the message will be tradition and elegance. You must also take care that both the image and the source connected together.
4. Complex designs. It is best to avoid too elaborate logotypes, because the current trend is to go for simplicity and minimalism designs.
5. Ego out. Yes, we all have our own personality, but in the case we must put aside our personal tastes and follow the guidelines of the customer. Unless, that we carte blanche client and our imagination has no limits.
Once our design is ready, We’ll just have to keep it in vector format! And if the customer likes, the project is finished! If, however, we must include some last minute changes … Lots of patience, that’s the designer’s job!
