When it comes to your brand, the logo is often a star player in your brand identity. It holds a prominent position and, when designed correctly, can be a powerful marketing tool in itself.
So getting it right is important, but why is it difficult? Surely it’s just a drawing, that shouldn’t be too hard, right?
There are examples of logos, especially in rebrands, that have cost a huge amount of money. In many instances, people scoff and say ‘well I could have done that’. Pepsi’s rebrand cost $1 million, for an incredibly simple logo. Despite this apparent simplicity, the process to get here was long – this is the tricky part.
Designing for the Client’s Clients
This is a key first step that many designers trip up on. I’ve touched upon this before, but good brand identity leaves the client’s ego out of the equation and designs with the customer in mind. A great logo requires research into the customer base to better resonate with them and increase brand interaction.
A great logo will make the client feel something when they see it. A deeper understanding of brand psychology is essential to do this. Understanding which colours to use goes beyond colour theory and basic contrasts, but requires thought abut the emotions these colours make us feel. Additionally, the shapes and forms of the logo can subtly amend these meanings, thus an appreciation for the nuances here is vital.
Instant recognition is a powerful boon for a brand. Just mentioning ‘Apple’, Mcdonalds’ or ‘Starbucks’ brings to mind images of their logos. Creating a recognisable logo requires a lot of work, both in creating something that is memorable and reflective of the brand and also in how it is used by the business. A well designed logo assists with brand recognition as a whole.
Rebrands are an inevitable part of running a business. Sometimes they’re small changes to pivot in a market. Other times they’re entire overhauls to stay relevant. Changing logos can be a risky move, so future proofing them is always a smart idea. Doing so can be tricky – it requires forethought of the business, market and future design trends.
The process of creating a logo is also fraught with challenges. It’s often not as simple as merely drawing, but requires thought about pixel-perfect positioning of elements, the relative dimensions of each part and careful consideration of how it will look in different places. Colours, shapes and fonts must all work in harmony to provide a desired outcome that is both visually appealing and evoke the correct emotions. Fonts can be particularly tricky to balance as there can be so much subtle variation.
Ease of Use
A well designed, modern logo needs to be ready to use across print media, digital marketing and often merchandise. Thought needs to be given to how it will interact with multiple brand touchpoints. Using a raster file is not suitable for large scale printing. An RGB colour palette will not translate well to garments or promotional products. Often, a brand will have many versions of the same logo for specific uses.
Going through the process of creating a logo from scratch is a daunting task and requires a fine balance of artistic ability and technical knowledge. The bigger the brand, the more finesse this requires, which is why many big brands spend hundreds of thousands on ‘simple’ logos.
If you care about your brand journey and how your brand identity comes across, it’s important to understand the difficulty involved in the process. A great designer is essential to creating a logo that works for your brand, not against it.
Does your logo need some attention? Or are you just starting out and need some advice on how to make your logo just right? Find our contact form here or email us directly at firstname.lastname@example.org