What is a logo?
Dictionary
lo·go
/ˈlōɡō/
noun
- a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.
Logos have been around for thousands of years. Egyptians used logos in the form of hieroglyphs to mark their ownership. They began as pictorial symbols that would in return express ways of literacy. If you dig deep enough into art history you will see how artists in these times would use symbols to express a thought, time, person, status, ownership etc.
Since then, logos have grown to be what we know today, a modernized symbol that is a distinctive mark representing a brand.
But why is it important to be able to draw your logo?
To put it simply, a logo that can be replicated is simple. Not only is this easy replication vital for a variety of mediums (printing, stitching, engraving, etc.) but having something simple means less work. Having a simple logo means less work for anyone seeing it to connect the logo with the brand.
To help emphasize the importance of a easily drawn logo, let’s take a closer look at what makes a logo stand out.
LOGOMARK VS LOGOTYPE
Logo= logotype (wordmark): Nothing but stylized letters.
Symbol= Can be read and understood globally.
A logo can often be made up of two different pieces; a wordmark and a graphic. When used correctly these two pieces create a balance throughout the brand. The two should work in harmony with one another as they both play different roles. There are times where only the graphic will be used and other times where only the wordmark is necessary. Regardless of the situation, both pieces should create an appropriate connection to the brand whether together or apart.
THE IMPORTANCE OF VERSATILITY
Is your logo capable of taking on many formats and mediums?
A great logo can appear on a coffee cup, the home page of a website, print material, window signage, a massive screen at time square, merchandise such as hats, scarves, t-shirts, socks, shoelaces, baby bibs, shoes etc. A great logo has no limitations.
Many companies do not think of this and get in to trouble down the road. As their business grows so do their branded assets. If a company does not have a properly designed logo at the start, they will run into issues when placing their logo on these growing assets. For example, the company logo may look blurry on a website, not readable on a pen or awkward looking on clothing.
Even top brands like Apple, Google, and Starbucks have all had to modernize and change their logos to keep up with the times. This modernization helps to guarantee their logo can evolve with their consumers.
WHAT MAKES A LOGO GREAT
A great logo is appropriate, distinctive, and simple.
Appropriate
A logo should make sense for the business it’s representing. Certain shapes, colors and symbols can evoke different emotions, so it’s important to not evoke the wrong emotion. For example, A dentist shouldn’t use hot pink in their logo as that can often be associated with candy. A kid that sees this hot pink logo when he goes to the dentist may start to crave candy, as the child has subconsciously connected the color to a specific meaning.
Distinctive (The Doodle Test)
Take a moment to sketch out your logo. Can you do it without looking at it? Can you remember all the details that make it what it is? Can you sketch it out quickly and multiple times. The doodle test is a great way to discover if your logo is distinctive or not to you and your consumers.
Simple
There is a saying in advertising- KISS an acronym meaning Keep It Stupid Simple. Is your logo simple enough a 6th grader can remember it or even know what it is? A symbol has to be learnt which also goes back to the doodle test. Can people quickly doodle your symbol or even remember it. If in doubt always default to no symbol unless there is a reason for one.
A logo shouldn’t be complicated, it doesn’t need to tell everything but it should express what is the most important thing about you.
QUESTIONS TO ASK YOURSELF
How do you want people to feel when they see your logo or your brand?
Where do you see your brand in 5-10 years? Is it growing?
Do you have an online presence or want to grow one?
Can your logo work with multiple mediums, mobile, print, large signage, merchandise, etc.?
Was the doodle test successful?
These questions are a great start when deciding if it’s time for a new logo or time to modernize your existing one.
Feel like redesigning your logo yet?
If after reading this article you feel like your logo isn’t quite modernized we are here to help!
At FABLE we specialize in helping businesses with their brand identities. If you’d like our help in redesigning your current logo or creating a new logo, reach out to us today at hi@fablestudios.io and we’ll get started!