What is a logo?
In branding, we talk about a logo to refer to the graphic representation of a brand name. We could say that a good logo is the best opportunity for a brand to make a good first impression. It will be the first thing people see of it on many occasions and its objective is to be remembered, so it is extremely necessary to spend time on its design.
Types of logo
We can say that there are four types of logos in general according to their characteristics:
Logo. Although it is also the name chosen to designate all of them, if we talk about a logo as one of the types, we are talking about the one that is composed only of letters, like Zara's.
Logotype. This is made up of text and an icon, such as the Adidas logo, which is made up of the brand name and the icon of the three lines above it.
Isologo. Like the imagotype, it is made up of text and icon, but in a different way. This time the text is part of the same image, as for example in the case of the NASA logo.
Isotype . It consists only of letters or typography gambling data mexico phone number and a symbol or icon. This type of logo has up to six subcategories: anagram, monogram, pictogram, acronym, initial and signature.
If you are a designer and you have been trusted to create a brand logo, you have one of the most beautiful projects in marketing in your hands. Although it is also one of the most responsible projects. But don't worry, to create a good logo you only need time, creativity, and to be clear about what should be part of it.
The keys to a good logo
As with any branding strategy, before you start, you need to know who your competitors are and have a clear idea of the brand's identity. This prior research process is essential before you start sketching your logo. According to marketing expert Jonah Berger, author of “Contagious: Why Things Catch On,” a logo must meet four requirements.
1. Simple
Few things in design tend to seek the opposite. A logo should be simple, which does not mean that it lacks depth. We are talking about simplicity on an aesthetic level, with a simple design that achieves a great impact just at a glance. Strong and that manages to stick in your memory, like the chorus of a song.
To achieve a simple logo, it is best to follow three rules:
Few colors. As much as you like colors, it is easier to remember a simple logo that has no more than three. It will be more visually appealing and it has been proven that it is easier to memorize. For example, the Apple logo was the most remembered in this study in which a group of Americans replicated ten iconic logos. Simple lines, a lot of impact and a single color were the key to achieving a greater visual impact.
Clear, legible fonts . Imagine the Adidas logo. Three stripes and a strong, legible font. The idea is to be remembered by your logo, so don't make it difficult for the customer by using a complicated font that can't be understood.
No excesses . Searching for subtlety over baroque should always be the key. Do you remember the Nike logo? You could even draw it on a piece of paper right now. The simpler it is, the easier it is to remember.
2. Consistent with the brand
A logo should speak of the brand it belongs to. For example, if we analyze the IKEA logo and its imposing letters, we receive a clear message: “we are resistant, reliable and robust, like our furniture.”
The logo must convey the essence of the brand even if it is composed only of a typeface. Typography is not just letters, it conveys much more and in a logo you must seek to communicate what you want to be remembered for.
3. Memorable
According to Berger, your logo should “help remind your customers that you exist and why you exist.” If you create a logo that is easy to remember, simple and striking, you will help your customers to remember something at a glance. Like love at first sight.
The Apple logo, for example, is not only recognizable but anyone who sees it will remember it. That bitten apple needs just one glance to be engraved in your memory.
4. Unique
It is essential that your logo is unique. It is not a good idea to be “inspired” too much by something that already exists, because you run the risk of being confused with someone else. You want to stand out, be the center of attention and make everyone remember you , and to do that you need to make an impact and become something unique. Like your brand.
For example, the Amazon logo is unmistakable with others. A smile under the name that is also an arrow pointing from “a” to “z” and that carries an implicit message: we have it all.
The logo is the perfect reflection that you seek for a brand. That is why it is so important to invest time, resources and talent in its creation. If you find yourself at that point and need a logo that meets your objectives, contact us , we will be happy to face this challenge with you.
