When you see the face of a friend, you don’t have to wonder who it is. You
recognize him, you experience affection on meeting him, and you remember him in
the future. A good logo can help make a company into a friend, into "someone"
who is known, liked and remembered. There are infinite faces, and there are
infinite logo designs. You want to make yours stand out in a crowd. The nice
thing about a logo is that you get to choose what image you show to the world.
The process of designing a logo employs a complex web of factors in order to
arrive at a simple result. The simpler your
logo design, the more memorable it
is. A memorable logo strengthens your brand recognition, distinguishes your
product from competitors’ and serves as your identification for doing business.
It sends a subliminal message to the viewer that elicits an emotional response.
Consider some of the best-known logos: Apple Computer’s apple, Nike’s swoosh and
McDonald’s arches. Each is an uncomplicated mark that immediately conjures in
your mind an entity different from all others. It also suggests to you how you
feel about the company. The power of a good design is remarkable. McDonald’s is
probably the best example of using a simple logo as a marketing force. The
graceful gold lines figure prominently in all of its presentations and enjoy
almost universal consumer recognition. Similarly, your
business logo design
is going to be your face to the public, now and into the future. You need it to
be as resonant and memorable as possible.
When you hire professionals like those at SeeMore Media, they bring designers’
tools to the task. Artists create logos with shape, color, typography, style and
form. The way that these are combined defines your image. Designers know that
rectangles indicate stability, while circles suggest movement. Blue has the
attributes of trust and power, while green speaks of life and nature. A serif
typeface is conservative, while sans serif is informal. The designer uses these
tools to reveal your company’s essence.
In order to interpret your business to consumers, the artist needs to know as
much as possible about its key aspects. SeeMore Media gathers detailed
information through an online questionnaire. The information to provide
includes: What’s the consumer’s prime benefit from using your product or
service? What’s unique about your company? Who are your competitors? Who is your
target market? What’s their average age and background? The clearer your answers
are, the better your logo will represent you.
Other questions concern your preferences. Does your company already have an
identifying color? Are there specific colors or features that you want included
or excluded? Have you seen logos for other companies similar to what you want?
Does your company already have a tag line, or slogan?
How and where your logo will be used has an effect on its character. Will it be
shown on the web? In print? On signage? On clothing? On letterhead and business
cards? Each of these applications has its own requirements. You want something
that works well in every planned media. This also gives the designer some idea
of the sizes involved.
You’ll be asked to choose how many colors you want, to a maximum of four. More
color increases the cost and difficulty of printing the logo and won’t
necessarily improve its effectiveness. You can make this decision after the
creative work starts. Most logo design processes begin with black-and-white
samples. The clarity of black-and-white reveals a design’s effectiveness, and
most companies need a black-and-white version for faxing, photocopying and
newspaper ads. While color is easily added to a logo, it’s not so easily
removed. Colorful designs can look awful when robbed of their hues.
Logos come in several types: text, iconic and illustrative. A text logo has no
graphic. The stylized name of Coca-Cola is a successful text logo. This type is
tremendously difficult to design, because the artist’s tools are limited to the
name of the company and the typography. A good one has several advantages: it’s
useful for making the business name into a brand, it’s easily understood by
consumers, it can be reproduced effectively in any size and color, including
black-and-white, and it can be printed on just about any item. On the other
hand, a text-only logo is difficult to make distinctive and isn’t as flashy as
An iconic logo employs a simple graphic, or icon. These are the ones that become
unforgettable given sufficient exposure. The three companies mentioned above,
Apple, Nike and McDonald’s, have iconic types. The most common form of logo, it
can be the most difficult to do well. It’s in the nature of an icon that it must
appeal to huge numbers of people, be clearly identifiable and truly express the
nature of the company, all while being simple in form. A good iconic logo is
more memorable than a text-only logo, yet it’s still easily reproduced in
various colors and sizes. If it’s unique, it’s easily trademarked. The process
of developing an icon is time-consuming and requires a truly excellent designer
or design team.
illustrative logo design has a more detailed graphic, perhaps of a mascot or
of an aspect of the company’s product or service. KFC’s drawing of Colonel
Sanders is a good illustrative design. This type of logo is more easily made
distinctive and can be highly memorable, but it’s also less flexible in
application. Since it has more detail, reproducing it in small sizes or in
black-and-white is usually not effective. Illustrative logos are the most
expensive variety to obtain. Several different artistic talents must be
combined, requiring a creative team; if design parameters are changed during the
process, it usually means starting over again from scratch.
Along with these three main categories are many combinations, modifications and
hybrids. An icon may be combined with typography that is either removable or
integrated. An illustrative logo often includes typography for the company name.
A particular graphic may be neither as lean as an icon nor as fully detailed as
a rich illustration. Be sure that the logo design team you work with allows you
the flexibility to find exactly the right image for your company.
SeeMore Media’s artists help you to answer all of the design questions that
arise. You need only to provide information about your company. As long as you
know who you are, you’ll get what you need. Thinking carefully about your
company’s brand as you go through the design process may be instructive as well
SeeMoreMedia Graphic Design,
Adirondack Mountains, NY Real world design product for large to small business,
with a common sense approach and focus. We specialize in business identity
development, producing everything from general print medias, to full blown
websites. Staying abreast of the latest in contemporary design and technology,
we provide our family of clients with a accessible products and services to
successfully promote their business