Since ancient times, people tried to express their individuality with the help of emblems, stamps, tattoos and another insignia. For modern business, this function is performed by a successful logo design – graphic visualization of the main idea and image of the brand, and a key element of visual identity.
Creating a logo is the first step towards the formation of a recognizable brand. This is the basic stage at the start of an advertising campaign, the main element of the corporate identity, the most important promotion tool, which attracts the attention of consumers/partners and your ID among competitors.
A classic logo consists of several important elements:
Inscription of the name (font element): Correctly selected font sets the mood when reading a message: only 6% of brands use the picture: 56% use a combination of text and image, 37% use the inscription.
Strict square fonts set a serious mood, and are more often used in the design of industrial product logos, technologies, to attract business partners and investors. Light and beautiful inclined fonts with vignettes are ideal for the logos of goods for women (clothing, cosmetics), handwritten ones mean trust, emphasize the exclusivity and are widely used in the ideas of logos for lawyers/consulting services, medical practice.
Graphic element: One of the first striking elements of the logo is its shape. People react to different forms in different ways, and we can manipulate their perception: square and rectangle mean security and stability (Mitsubishi, Deutsche Bank, Facebook), an inclined ellipse is dynamics, modernity and innovative spirit (Hyundai, Samsung, Cadbury), triangle, located top-up – purposefulness and power (Google Drive, Toblerone), the top down – development, depth (Novitec Pro, Trian, Innovative Electric). Finally, the oval means commonness and globality (Pepsi, StarBucks, Total AT&T, General Electric).
A combination of a graphic and a font element, both elements should match each other.
Logo color: our brain is initially programmed to respond to the color that creates emotions and mood – and influences the buying habits. For 84.7% of consumers, color is the primary factor that motivates to make a purchase, 80% of consumers agree that color determines brand recognition.
So, why a logo design is so important to your business?
Ordering a logo from a professional means: