Do you think that a logo doesn’t matter? Or are you one who believes that you don’t need one? Don’t follow these routes. A logo designed by a graphic designer is an integral part of your brand. A logo can either make your brand or hurt it. This is why good graphic design is so vital. However, in many cases, businesses simply can’t afford high-quality graphic designers, ultimately hiring someone not right for them.
Why is a logo significant?
What a logo does is to draw attention − to make a solid first impression. Besides that, a logo is also the bedrock of a company’s brand identity. The logo of the brand is ingrained into the consumer’s memory. It also sets a business apart from its competition. Moreover, a logo can boost brand loyalty. Finally, a logo is always expected by others.
Grab the attention of consumers, adding meaning
Logos that grab people’s attention make brands famous. Logos stand out from others, and they reflect the brand’s message. When it comes to logo design, characteristics such as layout, color, and typography not only gain attention; they affect the way in which people perceive the logo design. Just look at the logos of Target, Apple, and Google!
The example of Target
Back in 2006, Target changed their logo to the bull’s-eye design we know today. This striking graphic design is distinctive, especially in its strong use of color and in the simplicity of the design. However, the design is minimalistic − just a circle-within-a-circle logo design. You might think it an easy process to create such a design; however, you would be wrong. A great deal of thought went into this seemingly simple design. This is something only a good graphic designer can accomplish.
Reading between the circles
Target’s circle-within-a-circle logo design promotes universality. Here the white spaces − the negative spaces − run along with the red, which speak of trust and strength. More so, the circles express values such as community, friendship, and endurance. The colors themselves are important. Red signifies passion, attention, and reputation. White, on the other hand, embodies virtue, cleanliness, and health.
What can we learn from Target’s logo?
A key takeaway is to focus on shapes and colors. This is because such shapes and colours communicate meaning. In this case, the colours denote community and trust − the circle does just that. Also, the white spaces leave the design uncluttered. As a result, the core message is presented without elements that aren’t needed or which do not add any value.
The evolution of Apple’s logo
Most of us are used to the current Apple logo. Those a bit older would recall the same outline, but filled with rainbow colors. The first design, released in 1976, was completely different. This logo had Newton seated underneath an apple tree with an apple about to drop on his head. The 2015 design we still see today in a flat color or shiny metallic, harks back to 1998 − a simple outline of an apple, with a bite taken out of it. Simple.
It’s true that an apple is good for you
Although both Apple and Target’s logos are different, they have one thing in common – both designs are simple. Apple’s design reflects its products, being stylish and easy to use. The chrome color, together with the flat design, show sophistication, and sleekness, but also style. All of these traits match Apple’s brand identity. And it is critical for the design to match the brand’s persona. The Apple logo conveys the concept of sleek, accessible, and intelligent products. Moreover, it’s a design easy to remember and to recognize.
What about the bite?
We have to touch on that bite! There are those who believe that this is merely a pun on the term byte. Others, however, believe that the bite is a metaphor for the bite of knowledge customers acquire through the use of Apple’s products. Whichever meaning, a great minimalistic logo grabs your attention.
The 2015 Google logo
In 2015, Google made some minor changes to their logo – just by updating the custom typeface and the similar colors that were more animated and saturated. As with the example above, Google’s logo is a simple and clear design. But here Google used a word mark as their logo. More importantly, color is key – primary colors that pop. Only the green I is a secondary color. Here the brand is indicating its rebellious side, bragging that it’s based on innovation. Also, the spacing and the negative spaces speak of Google’s confidence in standing out from the competition.
What can we learn about how to achieve a perfect logo design?
A brand’s logo, as mentioned above, is admired globally, being synonymous with success, customer satisfaction, and the philosophy and the identity of the company. The graphic designer has managed to capture the brand using color, shape, and lettering. The logos come across as simple. However, this is possibly thanks to a highly skilled graphic designer. The designer has created a logo that grabs attention, represents the brand, is memorable, and differs from the competition.
How to gain the same, but for less?
One thing many small business owners may not know is that large international corporations such as Unilever, and others, work on a relatively tight budget. They do not only have onsite employees − rather than hiring a larger onsite workforce, they outsource as much of the work as possible. Therefore, they will have consultants working for the various brands represented under the umbrella of the core corporation. Also, what many businesses do is to hire outside entities to create their graphic design. If you lack the funds, hiring a virtual assistant is a cost-effective staffing solution. The only difference is that the remote worker is usually more affordable, and can be hired short-term as and when needed. There is no drop in quality – it is possible to have the same if not higher quality work done than can be sourced locally.