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Monday, January 22, 2007


Logos. We see them around us every day. They have become as much a part of our daily environment as the products and services they come attached to, aiding us in identifying the brand and keeping it nestled deep in our minds. The logo is in fact one of the most vital aspects of a company’s brand identity, and must distinguish itself by appearing markedly different from all other logos on the market. In the world of graphic design, logos are believed to be of top notch importance. After all, when you create a logo, you’re not just creating an image – you’re forging the visual embodiment of an entire organization or even country – for example, Canada now has its own logo.


When you’re designing a logo, it’s important not to be too excessive. The more over-the-top designs simply aren’t catchy enough to appeal to consumers on a wide scale. Therefore, it is important to use fewer colors and avoid using gradients. You should also keep in mind trademarks – don’t copy other brand logos, or else you could find yourself in a heap of trouble.


What else? Avoid using people’s faces. I mean, can you think of any logos that successfully use a person’s face? There are many reasons why this isn’t commonly done, the main reason being that it has never proven effective to associate one individual with an entire product. What’s more, the amount of beauty and authority that a face commands tends to shift from culture to culture.


On that note, a successful logo designer will always keep in mind that different cultures might be more sensitive than others to certain references. Unless you’re designing a logo for a country or a company that wishes to convey a specific religious, political, or cultural idea, it is best to stay away from this sensitive material when designing a logo.


The use of photography or complicated imagery is not recommended. When a person looks at your company’s logo, you want them to instantly recognize it as the symbol of your brand. Photographs are less likely to catch the eye. Photographic images beg to be studied – not absorbed in a single glance.


Finally, take a close look at other major brand logos. What are the ones that stick out in your mind? McDonald’s has its golden arches; Apple has its apple, etc. With a little creativity and a spot of hard work, a good logo creates an entire visual identity for a product, and helps keep it in the public imagination.


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