Colors that do not fit, strange shapes, dimensions that make any application impossible: in the world of logos, there is pretty much everything that should not exist. And yet, logos are always something very personal, a piece of business that many owners do not want to touch under any circumstances. Even if it were urgently necessary for efficiency reasons.
“Efficiency”: It is this keyword that we are looking for when designing a new logo or relaunching an existing one. Finally, the designers teach us that the appearance always has to follow the function – and not vice versa. Purists even go so far as to assert: Basically, there is no beauty without functionality.
As for logos, we are purists. That is why we have worked out this little guide, which we will use to explain to you what is going on in our minds when we create a logo. One that works, of course.
What is a logo?
Before we face the topic, first we need to answer the following question: What is actually a logo?
The answer is simple: a logo is the union of a trademark, its visual part, and a logotype, its textual component.
Going further than one level, the logo is a key component of a brand, the brand that identifies the mission, vision, and values of a company. Of a brand, the logo is the most iconic and recognizable part.
That’s why one of the key features for a logo is so-called memorability, its ability to be remembered.
A logo must stand on its own
Recognition has very much to do with reproducibility, whereby “reproducibility” stands for the application of the logo in different contexts, on different materials, in different media. In order for a logo to be recognized, it must be easily reproducible.
In practice, this means that a logo in any application must retain those proportions and elements that make it unique and recognizable. This is the only way to stand on its own and at the same time provide the brand with the necessary visibility.
The reproducibility is therefore the core objective we have in mind when we create a logo.
The modular design
In addition to reproducibility, it is important to concentrate on a modular design of the logo. As we have already seen, a logo consists of a word mark and a picture mark, each of which must work on its own if necessary. This is the only way to guarantee that the logo can really work in every situation.
From what has been said, it may have become clear: Firstly reproducibility and modular structure, everything else – shapes, colors, dimensions – follow.
A rainbow is beautiful – in the sky!
When it comes to the colors of a logo, there is a basic rule: they must be simple and few – two, a maximum of three. And the second principle: the colors must match. Too many colors appear to be somewhat chaotic and make reproducibility, which is our priority, more difficult.
In such cases, a corporate identity helps, if it does not exist, it can always be worked out. Because: If there is a logo but no CI, it gets quite difficult. In such cases, a redesign might help, reworking the old logo trying to keep up with all the requirements. However, this is always a tricky undertaking.
The importance of brand identity
As we have seen, a logo plays a key role in making the brand identity of a company visible. However, this also means that such a brand identity should be defined clearly and comprehensively before the creation of a logo. The best logos are therefore created on the basis of strategic analyzes, clear market positioning and extensive information, as contained in a marketing plan.
It is therefore no coincidence that our branding projects are always built around this central information.