As Smuggie's story and the others suggest, logo design doesn't adhere to a strict set of rules. But there are guidelines most designers try to follow. The creative team behind online logo design firm The Logo Factory offers these six tips for creating a company logo:
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How to Work with a Logo Designer
Busy or design-challenged business owners often choose to work with a professional logo design firm, rather than go it alone. If you choose this route, consider these tips from Cono Fusco at LogoMojo.com for getting the most from a logo designer:1. Meet with the design team in person or by phone. Such direct communication is best. E-mail-only contact usually won't cut it. 2. Don't try to be something you're not. Don't let a designer talk you into something you're uncomfortable with. 3. Be sure to get the master files so you can print the logo anywhere. 4. Negotiate a flat rate for alterations. |
- Don't worry about conveying exactly what the company does. A good logo can be adapted to whatever direction the company takes. Think about McDonald's golden arches or the Nike swoosh.
- Size matters. A logo may be reproduced in a variety of sizes. Consider how the logo will look printed on everything from business cards to the fax header to ballpoint pens.
- Proper ratios are vital. A logo usually won't be visually pleasing if it's tall and skinny or wide and short. A logo that approximates the proportions of a typical business card is generally more adaptable to working in other artwork. Designers call this the "golden mean."
- Consider the target market. A logo is meant to appeal to customers and should be created with them in mind.
- Seek instant impact. You have only a few seconds to grab customers' attention. Make sure your logo stands out in a cluttered marketplace by having something that's unlike your competitors'.
- Once it's finalized, don't change it. Small occasional tweaks are fine, but once you've developed your logo, it's best to keep it. Brand recognition takes time.
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Comments:
The smugmug logo is loathed by most smugmug users, by the way. Smugmug has a fantastic "things to change" blog where users can vote, and my impression is that "change the logo" and "change the name" aren't even allowed on the list...they'd be ranked number 1 and number 2 change pretty quickly. Great company, though!
I love the story behind that Twitter blue bird logo, very inspirational.
I guess, the moral of the story is: Less is always More.... when it comes to design, or anything you want to post on the Web. People just want to get things straightforward these days. As for the Twitter logo..who can really tell? Maybe, we'll have a group of people keeping collectibles of this stuff, whether it's a doll, a small figurine, a sticker, etc.
I designed my logo and can be seen at www.bluehipponovelty.com I designed it basically because a I didn't feel like to graphic design company wasn't getting it. I think it turned out good. Feel free to browse the website, follow us on Twitter and like us on Facebook.
Very interesting. I love our logo, it speaks to exactly what we are about. Its original, inventive, descriptive, fun and also lets people know we are not taking a sad, depressing stance on the issue. The logo along with our website name are a direct reflection on us. If people are still not sure exactly what we are about by seeing both, they cant help but be intrigued enough to check it out.
I somewhat agree with Luke but there also is another factor. The business idea or innovation. If the business idea itself is really good (with not much competition) then doesnt matter how bad the logo is, it will become famous thus will become the "brand" as is (like SmugMug or Twitter). However, there are so many "regular" businesses which are in competition with hundreds of other businesses, in that case a good looking professional logo design will help improve your branding. I started a logo company which is in competition with 99designs, www.logoarena.com, here we see clients who really believe having a professional logo will help their brand image.
Very interesting. I love our logo, it speaks to exactly what we are about. Its original, inventive, descriptive, fun and also lets people know we are not taking a sad, depressing stance on the issue. The logo along with our website name DiedOnTheVine.com are a direct reflection on us. If people are still not sure exactly what we are about by seeing both, they cant help but be intrigued enough to check it out.
With SmugMug using nothing more than Comic Sans, the lesson here is that logos matter very little, if not at all, compared to the product. Google's logo also demonstrates this. Almost any discernible shape can become an established visual mnemonic for a brand; the brain quickly stops interpreting and wires up a shortcut between image and concept so you almost stop seeing the logo.