Logo / Branding Design

A logo always represents a brand. One of the 20th century's most influential designers, Milton Glaser, said, "The logo is the entry point to the brand." That statement perfectly defines the position your organization's logo should have and the part it plays in your visual portfolio. Identity designer, Alison Hulett said, "The logo or trademark is without a doubt the ultimate ‘branding' tool."

The research that is necessary to create an effective brand starts with your design savvy. Next you must investigate the company for which you've been commissioned to design for. Let me make clear that learning about a company cannot be done by simply nosing about for an hour to see how it ticks, rather it must be thoroughly understood from the perspective of its clients. What do they want? What are they looking for and what do they see when they look at your client's business? By speaking with employees, owners, partners and clients, mingling these interviews with solid facts about that particular industry you end up with solid clues that will help guide you to the beginnings of a successful business.

Some Logo Criteria
Here are five things to keep in mind when evaluating your current logo—or considering a redesign—to align your logo with your brand essence.

• Your logo should be simple and readable. The viewer should “get it” immediately and be able to get a “sneak peek” into your brand through the mark itself. The challenge then, is to create a logo that is simple and immediate without being boring or institutional.

• Your logo should convey a sense of emotion and personality. Think of it as the layers of an onion. As you peel away each layer—the typography, the symbols, the shapes and textures, and color palette—you learn more and more about the brand (the company) behind the logo.

• Your logo should express the appropriate tone and voice articulated in your brand strategy. When you think about this critical alignment, consider the necktie. If a businessman walks into a boardroom with a loud and garish pink flamingo-print tie, that tie would speak clearly to everyone in the room even before the businessman uttered a single word. Conversely, a conservative silk tie will “speak” in an entirely different voice. Your company’s logo can act as the reputation that precedes you into the marketplace.

• Your logo should be flexible and work well in a multi-channel sales environment—not just on letterhead and business cards. It should work in all mediums from black and white, tiny, low-resolution, fax, web, and full-color printing. With today’s broadband delivery, animated logos—or avatars—can also be a desirable option.

• Your logo should look different than other logos—especially those who share your same marketspace or prospect base. Having a “me too” logo design will weaken your organization’s uniqueness and the differentiation you tried so hard to establish in developing your brand essence.