Colour is Crucial
In the world of graphic design, color is used to create visual interest, generate emotional reactions, and define importance. So, the mere color of your logo is vitally important to how the new brand will resonate with those who encounter its logo. What you really want is to let the logo give an insight into the brand’s style and personality:
Reds: Intense, energy, danger, love, passion, strength
Yellows: Joy, intelligence, draws attention, cheerful
Greens: Natural, healing, growth , freshness, safety, money
Blues: Depth, stability, trust, masculinity, dependability
Oranges: Stimulation, creativity, happiness, enthusiasm
Purples: Royalty, wealth, ambition, mystery, nobility
Say Nay to Cliches
This is a logo design tip that ALL logo designers should read! We get it, the first step in designing anything is usually to take a look at what successful competitors are doing – then borrowing appealing elements into one’s own design. The main problem with this is that you end up with a bunch of logos that are marginally different, but fundamentally based on the same elements.
The guys over at Design Shack speak often about design taboos, one of which is the use of cliché logo design elements. Read this interesting article on 5 cliche logo design trends to avoid and get schooled on logo design elements that are simply too outdated to be relevant in 2018.
What do Apple, Nike and Puma have in common? If you said they all have simple logo designs, you’d be correct! However, often simplicity is merely the appearance of it, with much calculation and forethought having happened behind the scenes.
Apple’s logo is a simple apple with a bite taken out of it. Nike’s logo, a simple swooshing tick, is probably one of the most recognised logos on the planet. Puma’s logo shows a two-dimensional panther in mid-leap. Each logo is simple in its design, making them easy to remember, but what do they mean?
The Apple in Apple’s logo has a bite taken out of it – actually, it’s a byte (as in a measure of space on a computer). Quite fitting for one of the world’s biggest manufacturers of electronic devices.
The swooshing ‘tick’ that makes up Nike’s logo is actually a depiction of the wing in the air in the statue of the Greek Goddess, Nike. She is best known, as the tales go, for influencing countless brave Greek warriors.
The black panther, or puma, seen jumping over the M and A letters of the Puma logo carries much symbolism. The animal is in an upward pounce, which represents growth and precision.
Our last two logo design tips are less about the actual designs, and more about you as the designer. No matter what your timeframe is on the logo design project, NEVER settle for your first design! Seriously, most designers worth their salt will tell you that you really need between 3 and 5 logo designs before showing the client:
One logo that you absolutely LOVE – your favourite in other words.
Two logos that are variations of your favourite.
Two logos that are openly not that great.
This way, you aid the client’s decision by narrowing the logo choices down to three almost immediately.
Our final logo design tip is all about forward thinking. While you might decide to use vibrant, eye-catching colours all over the new brand’s logo, what will it look like against a solid white background? What about a solid black background?
One mistake many logo designers make is to design a logo without thinking about where that logo might have to be used in the future.
As a rule of thumb, design alternate versions of the new logo and keep them stored somewhere safe. These include a white vector version, a black vector version, and a greyscale version.
Want to design logos like the pros? Get upskilled today with Adobe design courses at Academy Class!
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