With the recent rebrand of household names such as Moonpig and Dropbox, it is increasingly obvious that logo design is a spectator sport and getting the design correct has never been more crucial. Consumers, citizens and fans have desires and preferences, and as social media continues to skyrocket, new designs are more exposed to criticism than ever.
Brands need a new logo to be recognised and capture the attention of a potential new audience, whilst retaining the loyalty of existing audiences. As the centrepiece of a company’s branding, a logo needs to make an outstanding first impression which embodies the brand values, creates a unique identity and therefore aids consumer purchasing decisions.
A logo’s execution is primarily judged on the basis of it’s semantic value to consumers. However, practicality and functionality are the leading factors which distinguish a good logo from a great logo. In order to achieve the latter, we have identified some key factors which contribute to formulating a logo which ticks all the boxes.
Simplicity is the keynote of elegance, so when designing your logo, a minimalist approach should be used connect design to the brand values. Promote the elements most valuable to the brand and remove anything that distracts us from them. Always be mindful that design components should only be added to subtly connote valuable semantics.
Mass market exposure happens daily, and a recognisable logo is a key attribute. The design should be completely unique and instantly recognisable against market competitors. In order for this to be achieved – market research must be compiled before the design process begins; understand competitor designs and to make sure there are no similarities in design to other logos. In the recent Moonpig rebrand, creative director James Turner wanted to continue to embrace the personality of Moonpig, but in a more stylised manner; “We needed to lose the gimmicky-ness, embrace simplicity and add a personal touch consistently across the brand, all the while keeping our unique blend of cheeky humour.” The logotype is playfully designed to compress down to form a subtle reference to a pig’s snout.
Our UX Design Developer, Luke states a good logo is “something that works, in both small and large format, in colour or grayscale. It should be adaptive, functional and versatile”. A logo will be used in digital, print, motion and product design, so it’s essential it works well on all platforms. A great logomark should also be flexible in its application. As life becomes more complex and digital, logo designers have found new ways to express big ideas, with animated logos becoming increasingly common. However, it’s important that this is able to be stripped back and recognisable when it is motionless too.
It sounds obvious, but brand colour palettes are vital when formulating the logo. Colours can’t be sporadically added in the hope that it works; the meaning and implication of colours must correlate with the target market and the brand values. Noir’s Graphic Designer, Tina, advises that “it’s important to consider the psychology and meaning behind colours; how certain colours will make the audience feel when interacting with the logo. Colours help distinguish between brands and they are a big part of brand identity, therefore with the amount of logos we see on a daily basis, it’s using the correct colours which helps your logo stand out from competitors.” For example, bright colours grab attention and can make a brand look creative or friendly to the consumer, whereas muted tones archetypally exude luxury and sophistication. In Dropbox’s recent rebrand, they have embraced the use of contrasting bright colours; “Our new system juxtaposes colour pairs in bold, unexpected ways. Colour is dynamic and playful — especially when it comes to the new logo, which can change based on the situation.”
Without carefully considering these different elements, it is highly likely that your logo will lack substance and character. In order to be seen as a competitor in the market, your design must be unparalleled and have the ability to remain timeless in years to come. Always keep in mind that your logo is an illustration of your brand’s identity; know your brand priorities and values, and the rest will follow.
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