Some suggestions for an effective logo design.
Logo Design: Deceptively Complex in it’s Organic Simplicity
A quality logo design is one that can stand alone, in black and white or color, conjuring an image of strength, commitment, grace, speed, security, joy… whatever emotional response is desired, as well as distinctly identifying the name, potential, and longevity, of the brand.
A graphic designer is trained to interpret these ideals in simple and effective visual designs that meet the criteria of form and functionality, while remaining true to the unique vision of the client and the ultimate goal of an effective logo design: Branding.
Reinforcing the public perception to immediately identify a logo with the name, product or service of a specific business, group, product, organization or event.
Art vs. Design
Art is, well, art. It is everything and nothing. It simply is.
Design is intentional. It serves a purpose. The end result is calculated and mechanical in that it must be functional to be effective. Mathematics is only relevant to the artist if they desire it to be, or if it is dictated by the media they work with. The designer employs math in their art intentionally from the outset, whether it’s an architect or graphic designer.
A good example of art merging with mechanics are the ‘forced perspective’ movie sets utilized in Hollywood. They were able to create skyscrapers that were actually only four stories tall.
That is the difference between being an artist and being a graphic designer.
An artist creates for the sake of creating art that expresses their own feelings, ideas, vision, with no restraint and no specific goal beyond the art itself.
A graphic designer is trained to create art, but with purpose. A logo or brand mark has very specific, pre-defined goals and parameters based on the needs of the client, campaign or project, coupled with functionality for both production purposes and in the marketplace.
One of the biggest challenges a young graphic designer will face is putting aside their personal feelings and learning to focus not on their artistic vision, but in bringing the vision of the client to life. They must do this while ensuring the end result is completely compatible with any media and production purposes that may be required.
This is especially true when designing a logo.
The Personal Touch
A logo is a very personal thing for the owner of a business. They often imagine their logo in a multitude of settings, in much the same way a new parent imagines a basketball star or ballerina as they gaze on their newborn child. They see the possibilities, which is totally natural. After all, they have created something that is deeply personal, something they believe in and want to see grow and become successful.
A logo, and the endeavor it represents to the owner of a new business, is much like a child, symbolizing both the future and a solid foundation to build that future upon. It defines the personality of the business at it’s very core.
A professional graphic designer understands and respects this critical aspect of the process.
Presenting your ideas.
Earlier, we brought up basketball stars and ballerinas, envisioned for newborns who had yet learned to crawl. That metaphor truly applies to logos.
Clients will often present their logo ideas in exciting, dynamic ways, which can be totally valid in the long term, but fail to account for the above mentioned dynamics and principles of graphic design.
A logo must be multi-purpose and functional for any application. It doesn’t matter whether or not you are planning to do TV commercials, or billboards, or tee shirts, today. It’s about the ability to do so in the event it’s needed. Embroidery, websites, screen printing, 3-D imaging sizing, resolution, sign production and much more need to be accounted for in the logo design process.
A painting is not a logo. A font is not a logo. No more than a sketch on a napkin is a logo. But they are all great ways to present an idea, a vision, for a designer to interpret, and use to create a logo that makes a statement.
A professional logo designer will be able to expound and simplify that vision into it’s basic form, it’s identity, and also ensure it is functional for any production/media applications.
Our goal is bringing your vision to life.