Friday, June 1, 2012
Before I talk about logos, let's focus our attention on art in general for a few moments. Trying to answer the question, "what is art?' will bring us closer to defining the role and the place of a logo in our everyday life.
Imagine yourself walking through a gallery; glancing over paintings and sculptures. You're overwhelmed with vivid splashes of colours, mysterious shapes and images of breathtaking landscapes. Or imagine yourself reading a book or watching a movie, seeing important people, falling in love with ravishing men and women, protecting loved ones, attaining impossible goals, and defeating wicked enemies.
Art, whether it is a painting, a sculpture, a book or even a film offers a simulation of life in the most condensed and purified form. It delivers an orgy of well-formed and defined shapes, colours or words, duplicating the experience of seeing real events in a magnified dimension. Depending on the medium, the illusions include: colours, shapes, words, sound effects and animation. When the illusions work, there is no mystery to the question "why people enjoy art?" It is identical to the question "Why people enjoy life?"
Art is a medium designed to defeat the locks that safeguard our pleasure buttons and press the buttons in various combinations. It is an imitation of life stripped of its monotony and dressed in its prettiest costumes.
Now, where do logos fit into all this?
Logos are an important part of visual arts and one of the most difficult to perfect.
Think of a logo as a piece of art with a very defined purpose and think of its design process as a 'conceptual and visual IQ test'.
Just like any artwork, logos can be a true depiction of reality; think of a human silhouette or a simplified landscape. They can be designed as abstract splashes of colours, shapes and letters.*Despite of their style, all logos are governed by the same underlying principle and they all have a well-defined commercial purpose. Their role is to aid and promote instant public recognition.
Various methods are used to combine images, symbols and words, to create a visual representation of ideas and messages.
Many logos earned their recognition through massive marketing efforts via popular media. This doesn't mean that all these logos aren't good. Most of them are good enough to do whatever logos are supposed to do, which is to stick with us and to remind us about the products they represent. There is so much fuss about logos like the Coke logo or a Nike logo but if you look at them closer and think for a while, it really is hard to find any other reason for their popularity then their repetition. Yes, we all know the Nike swoosh or the rounded script of Coke, but if ht wasn't for the millions of times we were bombarded with these logos, there wouldn't have been a real reason to remember them in the first place.
Apple logo is a different story. For someone who doesn't know the meaning behind the bite taken out of the apple, the logo is nothing but an icon, just like Nike's swoosh. However if you do know that the bite is a reference to the Bible story of Adam and Eve, in which the apple represents the fruit of the Tree of Knowledge, your perception of the logo will change. From now on every time you see an Apple logo you will automatically associate it with an event that represents the company's mission delivered in a simple yet very unique way. And this extra level of meaning is what makes logos like Apple true pieces of art.
Tomasz Borowicz is an experienced strategist and designer providing award-winning identity programs worldwide. He not only creates brands for new enterprises, but also refreshes the brands of established ones.
Every businessman knows how important a company logo is for them and the company. This logo will be used on everything like your business card, website, on prospects, suppliers, press and to reach customers as well. To put in simple words, a logo represents your company's work and it's potential. It reaches every person near to you. Since it represents company's potential, your logo must have a positive impression of your business. Always portray yourself energetically, noticeably and dynamically, and then you will look like a professional, even if you don't have a proper office space or office place. When designing a logo yourself or appointing any agency, always keep in mind and follow these rules.
1. A logo should represent your company in a versatile and unique way.
This sounds something very common, but most surprising thing is there are some businessmen who want a logo for a competition. They always look for a logo that similar with certain changes. But that doesn't work. If your logo is of a graphic design, it should be related to your name, something related to your work, your industry or offers you are giving in competition.
First think what your company work is and then depict the same in the logo. Suppose your company is working on dealing with finance then the logo can be of a dollar sign or a currency for linkage. Use some words that are related to finance or services.
2. Simple logo is always the best.
If you are keeping words in the logo, make it as short as possible. Small and simple logos are more familiar and they are easy to remember. The layout and shape should be unique. It should be recognized even when it is upturned.
A logo should be simple but not sophisticated. Good logos always have something unique in it without being in debt. Just go through some of these professional's logos: Apple, it has an apple logo but it nowhere indicates that it is related to computer company. Now you can consider FedEx logo, it just has a word with a hidden arrow mark in it. Actually it is a shipping company. LG Company logo indicates that it is a human face but LG is a company manufacturing electronic products.
3. Logo should be first checked in black and white.
A logo can be colored in any manner but it looks good in colors only when it looks good in black and white. Colors are always taken as secondary importance. They can be edited or changed at any point of time in the future. Use maximum of 3-4 colors in a proper combination. Try to avoid bright and very dark colors.
4. Logo should be very pleasing wherever it appears.
As everyone knows a logo will be displayed everywhere from small places like business cards to big places like besides the company name on the wall. So, a logo should be pleasing wherever people find it. It should look equally good when its size is changed. It should not be a copy from others and claim it to be the original. Partial copying is also not allowed.
5. Logo should be equally artistic.
To tell you more clearly, the logo should be well balanced. Suppose one part of the logo is powerful than the other than it will not sit in the visitors mind. Actually, a logo remains in ones mind if they go through it for at least 3-4 times. Color, shape and size all influence the logo's balance.
Importantly, to carry out your company name, never ever change your logo. As I said before it takes more than three times for a logo to settle in somebody's mind. If you keep changing them then the audience or the customers come to the point that you are unreliable. Never forget to save these logos in JPG, GIF and EPS formats.