The Advertising Logo
(Information taken from “Logos: What Makes Them Work” by Jared McCarthy @ marketingprofs.com)
First, let's make one thing very clear. Your logo is not your brand. Your logo is nothing more (and certainly, nothing less) than a visual mark that represents your brand. It allows people with money to find you, remember you and differentiate you from a few billion other businesses. And while your logo is not your brand, its design and consistent use will effect how your brand will be perceived.
Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck. Here are a few points for you to keep in mind.
1. Black and white first
Good logos are designed in black and white first. Color comes later. By the same token, logos should be judged in black and white first, then in color. By evaluating the black and white version first, you get a much better idea of the shape, design and readability of the logo. Good design stands up well in black and white. A lousy design does not. Lazy designers know that bad design can be camouflaged by color. A logo shouldn't rely on color for its appeal, uniqueness or ability to be recognized.
2. Shape and style next
Logos are first recognized by shape, then by color. Good logos have unique shapes that are quickly differentiated from the sea of other logos that the public sees every day. The shape must be simple, clean and quick. Sometimes logos are just the name of the organization in a well-selected font. And, yes, words—all by themselves—are shapes.
Complicated logos are more difficult to recognize. People memorize logos in exactly the same way they memorize printed words. When you look at the word "cat," you don't see the individual letters. Instead, you've memorized the "shape" of the word. That "shape" represents a small, furry animal. On the other hand, when you run across the word "pneumonoultramicroscopicsilicovolcanokoniosis" you'll probably have to break it down to recognize it. (This could lead us to a whole discussion about product names, but for now, let's stick to logos.)
The same holds true for logos. Incredibly simple, unique designs are the most effective. But they are very difficult to create. The goal of a logo is to be memorized. Like words, simpler is better.
Exceptions to the rule: There are exceptions to the simplicity factor in logo design. If the logo is complicated, and some very good ones are, the central element of the logo must still be crystal clear. Remember, we recognize logos first by shape, then color. If you're shooting for a complicated logo design, the shape must still be easily recognized in a literal blink of the eye. If you're going to complex design, the "black and white first" rule is more important than ever.
3. A word about color
Just like the shape of a logo, color needs to be simple and easy to recognize and memorize. Colors and color combinations used in logos should be unique so that the logo doesn't blend into the multitude of other logos. Complicated color combinations that include lots of different colors distract from the most important element of the logo—its shape.
Again, think about memorization. It's pretty easy to memorize the colors of a tan and blue logo. On the other hand, the same logo design in tan and blue and green and teal and purple and red and black is not so easy to remember.
What color should you use? Yes, colors do mean things. Green means go. Red means stop. Yellow means speed up. There are a few generally accepted principles of color and the emotions they evoke. Color trends change. The trick is to find the color combination that doesn't just work today but will maintain its appeal and meaning over time:
Black: seriousness, distinctiveness, boldness, power, sophistication, tradition
Blue: authority, dignity, security, faithfulness, heritage, corporate stability, trust
Brown/gold: history, utility, earthiness, richness, tradition, conservative
Gray/silver: somberness, authority, practicality, corporate mentality, trust
Green: tranquility, health, freshness, stability, appetite
Orange: fun, cheeriness, warm exuberance, appetite, speed
Pink: femininity, innocence, softness, health, youth
Purple: sophistication, spirituality, wealth, royalty, youth, mystery
Red: aggressiveness, passion, strength, vitality, fear, speed, appetite
White/silver: purity, truthfulness, faith, contemporary, refined, wealth
Yellow: youth, positive feelings, sunshine, cowardice, refinement, caution, appetite
Will the colors work—everywhere? Besides choosing the right color, you have to be sure you can reproduce the colors in a variety of mediums (different types of printers and print techniques).
Logo color checklist:
Does the logo work in black and white?
Do the colors work well against colored backgrounds?
Does the logo look as good on black as it does on white?
Can the colors be embroidered on apparel?
Do they translate accurately to video or a Web site?
If you can answer "yes" to each of these questions, you're on the right track. If the answer to any of these questions is "no," make the adjustments before you roll out your new logo.
4. Don't look for a literal translation
If you saw a logo with a hamburger in it, you'd think, “This place sells hamburgers.” But imagine if every hamburger joint had a hamburger in its logo. Placed side-by-side, they would be pretty difficult to distinguish from one another.
When you see the Golden Arches, you think of McDonalds, not Burger King. When you see the three-point star inside a circle (for hippies, the peace symbol) you think Mercedes, not Buick. A logo with a tennis shoe would lead you to think about shoe stores… but the "Swoosh" takes you straight to Nike, not Converse.
Certainly, these logos are among the most effective ever produced. But none have any literal connection with what their companies sell. This doesn't mean that an apple orchard should not use an apple in its logo. It just means that the orchard doesn't necessarily have to. Actually, logos that are literal translations of the business line may be less effective at building a unique brand identity. Logos, over time, come to represent the company. They don't have to be literal translations of what the business does.
5. Size matters
Strange as it seems, some logos fail because they were never checked for size.
Before saying yes to a logo design, test it out in a smaller size. You want to be sure that the logo works well on business cards, letterhead and envelopes. If your logo is going to be part of a product marking, be sure to see it there, too. A logo that looks great on a big presentation board might fail completely when reduced to an inch in size.
Give a logo plenty of elbowroom. Although you don't see it, a part of your logo is its "clear space." That space is an invisible fence that surrounds your logo, preventing anything from getting too close to it. And while clear space is seldom discussed, it's essential. Your logo's clear space, which is a part of the logo, allows your logo to stand apart from everything else and prevents graphic interference.
Nothing should ever cross this clear space fence, except for a slogan that accompanies your logo. If your logo includes a slogan, consider it part of the logo when determining clear space.
Remember: clear space is an integral part of your logo—as much as the font, the shape and the color. It's as important as the amount of space between the columns of the coliseum. And while you might be tempted to think that it's invisible, a logo's clear space is just as visible as the rest of your logo. Don't mess with it.
A note about slogans: If you run a slogan in connection with your logo, consider it a transient (changeable) part of the logo design itself. Your slogan may change from time to time. But between those changes, it should always appear in the same font and in the same position. Remember that everything associated with your logo becomes part of the logo's shape and color. Changing the slogan's position, font or color is the same as changing the logo.
6. How to make your logo choice
Don't make choosing your logo too complicated. Have fun with it. To get feedback on your logo ideas, put the proposed logos on the wall. Ask people to give you a quick impression. Then—and here's the important part—watch what their eyes do. Find out which one they look at first. Get their first impression and get it quickly. Pick the one that hits them first and has the most positive initial appeal.