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Going back to Basics

Before we dive into creating an effective logo design, I think it’s important that we make a differentiation between a brand and a logo.

Why? Well, very often the line between the two becomes blurred. No, not Robin Thicke guys.

Additionally, most persons, when embarking on establishing a logo for themselves, often try saying too much with the design which ultimately hurts the overall communication.

So what’s the difference?

Simple. A brand is an organisation’s values, visual identity, products, services, positioning, premises, advertising-among other elements- that all come together to shape a person’s perception of an organisation.

On the other hand, renowned Modernist Designer, Paul Rand, describes a logo as “a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around.”

The distinction between the both is clear; a brand refers to every contact your customer has with your company while a logo is a visual representation of your brand.

Why an effective logo design?

Now that we have revisited and understood the basics, you may be asking yourselves the above question.

I’m pretty sure you would agree that we live in an era where we are constantly bombarded with advertising messages- almost everywhere we turn!

  1. Walker Smith, from Yankelovich Inc.-a company that provides generational marketing consulting services- says that we’ve gone from being exposed to about 500 ads from the 1970s to, presently, as much as 5,000 ads a day.

With these numbers it is evident that the advertising arena is growing increasingly saturated and, might I add, competitive. The battle to get your messages heard and, more importantly, retained by customers, is becoming difficult.

Having an effective logo design is crucial to making your organisation’s brand memorable and impactful. Remember, at the heart of every brand interaction is your organisation’s logo.

 

Paul Rand, mentioned earlier, defines good logo design as: “A distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message.”

So how do you stand out? How do you differentiate yourself from the others? How can you achieve an effective logo design?

Stay tuned to Part 2 of this blog to learn the four pivotal steps to an effective logo design: Relatability; Readability; Memorability; Usability.

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