The next time you are considering a graphic designer to create your company logo, don’t choose them’ based on cost or price alone. Each designer takes a different approach to logo development. At Yuge – Moncton, our designers describe to the client the whole process we employ for achieving “the vision” and tactics to help raise the desired logos’ credibility and bring it to life.
In this article, we look at how credibility works in logo design. Continuing from last we left in this series on logos and logo design, there are several criteria a credibility based logo must have to be successful.
Below are three guidelines for logo designers to more effectively plan and create company logos:
Logos must use the symbol over (or beside on the left) the company name. There are three trademarking systems almost all logos fit into— there is the name only, the monogram and the symbol over the name.
The first two trademarking systems limit the company in expressing its area of expertise and trustworthy attributes. Only the symbol over the company name allows credibility communication to be effective. Further, the symbol over (or beside to the left of) the company name is the only trademarking system which communicates well on the Internet.
Besides being credibility-based, the logo must also be bold, express authority, and be interesting – in an instant! All this without losing the prime objective that the logo must be credibility-based. This is quite an undertaking for a graphic designer.
The logo symbol and name must work together. Logo symbology and the company name must both express credibility traits. The symbology is a “visual” expression of company credibility. Company names should also have longevity, as they are what we recall as the company brand. If the credibility-based logos which express the brand image are in the symbology, then the name must support the symbology for the entire logo to be effective. For example, “United Parcel Service” is a good descriptive name of the company’s expertise. Trustworthy attributes can also be incorporated into a company’s name. Names like “Intel” for the microchips is not only descriptive, but with the word “Intel inside” at the end suggests “high technology.”
A logo must communicate its intended message. Here are some of DON’Ts when designing a credibility –based logo:
Adding too many details to the symbology leaves the logo all confused and cluttered- Often designers try to explain each detail of the logo. There should not have be an explanation for every line and/or color and what they supposedly stands for etc. The logo must be simple and practical. A great logo needs no explanation!
Making the name font compete with the symbol- The font is a design statement in itself. It doesn’t have to be necessarily complex– The name font should always be simple, so as to support the symbology. The symbol carries the burden of communicating credibility. Not the name font.
Placing the company name within the symbol- The name and symbol must always be separated, with the symbol over or beside to the left of the name. Otherwise, the visual confusion is obvious. Many logos have the name curl around the symbol, causing the head and eye to follow each letter to read the whole name. This gymnastics’ are near always misguided.
We hope that these article series has shed some light where there was none with regards to her whole dynamism that is associated with LOGO’s and LOGO DESIGN, their importance and attributes that describe good logos.
This is Yuge – Moncton Logo Design Studio