| Logo, graphic,
icon, logotype, typogram, logoform, image…call
it what you will, a logo by any other name
is the group of letters and/or symbols used
in a consistent and unique way to identify
a company. It is the most prominent and stable
element of marketing, and should be planned
carefully to fully reflect your brand. Understanding
the key aspects of a logo will help in developing
a durable, on target identity. Format
: There are three common formats
for a logo:
- Image & Type --
Includes a literal or symbolic graphic
with the company name positioned close
to but separate from the graphic.
- Type-based -- A specific
font in a specific color is used for the
company’s image. Creating a type-based
logo or "logotype," requires
more than selecting a font and typing
a name. In these logos, letterforms are
adjusted and spaced in a unique combination
and treated as art.
- Integrated -- A one-piece
logo, incorporating graphics and type
together so the name and graphic become
one unit. Companies that use only initials
frequently employ this format.
Direction : Design
development of the logo generally follows
one of three directions:
- Graphic -- Literally
describes the company’s activity,
such as choosing a tree or a shovel to
depict a landscaping company.
- Conceptual -- Conveys
an abstract quality of the company, using
geometric or symbolic shapes to express
a non-tangible aspect.
- Neutral -- Relies on
font choice, weight, shape, spacing and
color rather than imagery to convey the
message.
Style : Color, font
and format choices assist in building an
impression.
- Traditional -- Achieving
a classic image calls for timeless shades
of red, navy and forest green. Choosing
an elegant script or serif font like Vivaldi,
Times or Palatino, as well as creating
a balanced layout reflects a traditional
image.
- Modern -- Companies
looking for a contemporary image should
consider modern elements. Sans Serif fonts
like Helvetica, Myriad and Eras offer
clean lines and simplicity. Brighter colors,
unusual combinations and multiple hues
are appropriate. Modern designs are often
structured and grid-like, or asymmetrical.
- Casual -- When a relaxed
image is called for, a casual style may
be needed. Fonts that mimic handwriting,
script or graffiti, such as Papyrus, Curlz
and Comic Sans are in this category. Casual
styles avoid a stiff, formal corporate
image, using vivid hues to warm tones.
Uniqueness - It is
important to be aware of the images around
you. Creating a logo that is inappropriate
for your industry, too close to a competitor’s,
or reminds viewers of another company can
sabotage communication. A logo should be
like a fingerprint, one of a kind.
Logos have many elements that can be coordinated
to deliver maximum impact. When developing
an image to reflect a brand, consider these
key points for aligning visuals with the
verbal and experiential message of your
company.
About The Author
- Beth Brodovsky is the president and principal
of Iris Creative Group, LLC.
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