A logo is a graphic representation that helps create an image used for the purposes of business entity. A brand, on the other hand, is the overall image that a logo helps in creating. Branding refers to the collective marketing practice and operational design that a company possesses, right from its packaging trends to the style of advertising, the user interface of its website or mobile app, manner of interacting with clients as well as the quality of its products. Creating a brand logo therefore concerns itself with developing a graphic representation of a business entity, which complements the overall operational design of the business. Here is how one goes about it.
Understand the symbiotic relationship
A logo alone cannot act as the company’s identity. It has to be incorporated in the business branding in order to be effective. Branding in itself, involves focusing on the visual elements of the business operational design. Such elements include a color palette, iconography, typography, graphics or photography style as well as the overall design system that is incorporated across the different interactive elements of a company. Creating a brand logo therefore involves synchronizing the visual effects across both the brand and the logo.
Do your homework
Fire your computer up and learn a thing or two from those that have made it. A good place to start with your research, is understanding color psychology. People are polychromatic. This means that the average person is more likely to notice a colorful brand logo than a plain greyscale one. However, a person reacts differently to the colors. Red screams desire, passion, love or energy. Yellow relates to cheerfulness and playfulness. Blue represents loyalty, reliability and confidence while black represents authority, leadership, sophistication and strength. Once you understand how colors work, picking the iconography and typography for the brand icon becomes more natural.
Understand your options
There are different types of logos that you could settle for. A text logo or logotype is that logo which either includes pure text of the business name or its acronym. Examples include Netflix and IBM. Symbolic logos are those that use animated images that represent the business image. Examples of such include McDonald’s yellow arches or Apple’s logo with a bite taken off. You can also use a combination of both text symbolic logos to create a brand logo. Examples include the Burger King Logo and MasterCard.
At this point, you already have an idea of what you want for your logo. Grab a sketchpad and play around with your imagination. Keep in mind the color palette, typography and iconography as the brand logo needs to come out as part and parcel of the company’s brand.
A brand logo plays a key role in determining a solid image for any business. `After all, a brand logo is an investment. And like all investments, it should be done right to guarantee it holds its value.