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Corporate Logo Design Explained
The corporate world is often criticized for being faceless, but large companies can counter this notion with the right corporate logo design. A good logo acts as the face of your company by visually providing information that helps consumers connect with your brand. The best logos can reach current customers and even the next generation, as studies show children as young as two can recognize two-thirds of the logos for popular brands. Read on to discover the elements your logo needs to capture the imagination of current and potential supporters.
Why Have a Corporate Logo?
A logo can make your company more inviting and interesting, but if poorly applied, it can make your business seem silly and disconnected. Take The General Car Insurance logo, for example. The cartoon character general and his penguin sidekick make no sense and make the company seem silly to some viewers. But a good logo can illustrate the value of your business in a creative and fun way. A good cartoon style design could be used for a TV network, for a sport’s team, or for a fast food restaurant.
The Principles of Good Logo Design
Nike’s logo began as cursive text superimposed over their now famous Swoosh. During its 40-year history, the company has pared down its logo until only the Swoosh remains. This basic shape is recognized by 97 percent of the world’s population, which proves the theory that the simplest logos are often the best. The simplest designs are also the most memorable and the most versatile, as they are easily recognizable no matter what their size or color format.
Consider the logos of Coca-Cola and its closest rival, Pepsi. While Pepsi has revamped its logo more than ten times since its inception in the late 19th century, Coca-Cola’s script logo has remained unchanged since 1887. There’s simply no need to improve on a perfect logo.
A logo doesn’t need to explicitly show what a company does. In fact, 94 percent of the logos from the world’s top 50 brands are fairly abstract. However, a logo should be appropriate for its target audience. A chain of toy stores might employ bright colors and bold fonts to capture the imagination of its young customers, for example, but this approach would not suit a national bank.
The Importance of Color
It’s no accident that we see similar colors popping up in certain corporate sectors. Cool colors are seen in no-nonsense industries including information technology, finance, and the legal spheres. In contrast, warm colors are more commonly used by more playful corporations including fast food chains, entertainment providers, and beauty firms.
Further color analysis reveals why major players have selected the shades seen on their designs. Blue implies trust and strength, so it’s unsurprising to see this color used in the logos of a third of the world’s top 50 brands, including Facebook, Intel, and American Express. Red is an energetic color which increases appetite and cravings, so it’s no accident that it’s featured in the logos of major food firms including McDonalds, Kellogg’s, and Heinz.
The shade you choose can also change a color’s meaning. Hot pink is a high energy color used for brands like Barbie and LastMinute.com. Tone it down though, and pink can be gentle and sentimental, as it is in the Pink Ribbon campaign which raises funds and awareness for breast cancer research.
Just make sure that you don’t go overboard with color. While colors can make strong statements, less is more. Few firms can pull off the kind of bold design approach favored by a certain colorful internet giant. In fact, less than five percent of the world’s 50 most successful companies have logos with more than two colors.
The Right Font
Many corporations agonize over choosing the right text for their logo but give little thought to the font they’ll write it in. However, the right font can communicate much more than words.
Choosing the right font can be thought of a little like getting dressed in the morning. What you choose has to suit the occasion or it will look out of place and draw negative attention. The wrong font can overshadow your expertly chosen colors and text and instantly turn off potential clients and customers.
There are two traditional font types: serif and sans-serif fonts. Serif fonts have been used for more than five centuries, and that rich history makes them a classic choice. Times New Roman, Palatino, and other serif fonts say a corporate body is traditional and professional.
San serif fonts have only been around since the 19th century, so they convey a much more modern attitude. Minimalist fonts including Helvetica and Arial show a company is contemporary and friendly.
Elaborate script fonts and display, or decorative, fonts aren’t used in great bodies of text but they also have a place in logo design. An elegant script font like Edwardian Script can convey luxury, while a font that mimics natural handwriting can show a corporation is fun or creative.
Display fonts are very diverse, so they can tell consumers any number of things about your corporation’s personality, from its youthfulness to its innovation.
Another approach is to launch a logo without any text. This tactic can be risky, especially for fledgling companies seeking to create brand awareness, but it’s paid off for some of the world’s top companies. Nine percent of the most successful corporations on the planet have logos without their company names. If this creative decision makes you nervous, consider following Nike’s example of taking away the company name once the brand becomes a market leader.
Speak to us here at The Logo Company today and we can help you make the right choices and bring your brand to life giving it the best start possible.