We affiliate a brand with a distinct image that is made up from wording, colours and shapes. This design is a reflection of the brand and the company whilst telling a story through these elements. The most famous of these images are the golden arches of McDonalds, to the signature red and white cursive writing that is Coca Cola’s label and more recently we have become acquainted with the bitten apple from Apple.
When creating and designing your company’s logo it is important to think of each element solely – colour, size, text and the overall impression and correlation to your business once combined. The most imperative part of any companies logo is it must be powerful and memorable.
Pychoanalyst Carl Jung once said “colours are the mother tongue of the subconscious”, with this in mind, colour is an important element in your overall branding and logo. Colour can symbolize almost anything. It has an emotional impact, which can have a positive or negative association. Each colour is a representation of moods and thoughts that we may feel:
Deciding how many colours you should use within your logo can be tricky. Looking at the big successful brands they use one or two colours at most. This could be a good rule of thumb when it comes to choosing your colour scheme in the process of creating your logo.
Including shapes into your overall design is an easy way to create an unforgettable image. The brain is trained to recognize and remember shapes easily. A distinctive shape will be memorized long after we have seen it. Directions of lines and common shapes also symbolize certain meanings and can have a controlling affect and greatly impact a market. Create a shape that is distinguishing and simplistic that people will be drawn to.
The importance of a font is just as great as the first two elements discussed above. It is a key part of the overall brand and logo that will be printed on all packaging and products. To assist in leaving an impression with consumers it must be clear to read and easily identifiable. Specifically tailored fonts with unique twists can be more attention grabbing than the commonly used sans seriff. They give more flair and personality to the logo. Using artistic wording can become your complete logo, like that of FedEx. It is all just dependant on your market and what will be more receptive. Curvaceous fonts can give a feminine sense whilst a bolder and sharper font creates masculinity.
Always aim to be individual with your logo and that the story of the design is clear and easily interoperated whilst leaving a long lasting thought.