4 Steps To Follow To Design Logos
16 Feb
In order to design a logo with visual effects. It must exhibits certain features related to the brand name or company name. The Identities are the major thing which explains about the company without any eplanation. So that the logos plays a major role in realizing the company by the customers. o to develop the corporate identity we should be talented in deciding the concepts as an design. In particular there are things to be remembered while planning a logo. The most important things to be followed are
- Shape
- Presence
- Weight
- Contrast
Characteristic 1: Shape
A distinctive logo (or icon) has a recognisable shape, so that it is still recognisable from its outline. Your brain loves to use shape to identify things, because it can do it very quickly. (Note: this is also the main reason why
Characteristic 2: Presence
Your logo has good presence if it fills much of the available space with shapes that carry meaning (e.g. words, recognisable symbols). This makes it bolder and clearer, and hence more recognisable. The more space you fill with elements that don’t either help recognition or add meaning, the less presence your logo will have.
Examples of good presence
See how much of the rectangles they occupy are filled by these 2 logos. The City Hall records logo is even bigger than its bounds.
Examples of poor presence
The words make up very little of this logo, only around 13% of the area. The ellipse shape is very common, and unrecognisable on its own. Note how the font used is too bold to be clear to read. The only strength of this logo is its bold colour.
The key elements “FTL” are too weak to draw the focus. The FTL letters are lacking white space to differentiate them and suggest that they are significant. The strongest forms are the spiral line and the dark oval, but neither is meaningful.
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Characteristic 3: Weight
Good weight means that a logo (or icon or logotype) does not rely on fine (slim or light) features in order to be recognisable. If a logo is bold, it can be effective in more environments. The best logos have a weight of presence are recognisable when viewed alongside other strong images. (see Picadilly Circus)
The use of colour is vital to getting a clear, bold logo or icon. Too many colours, gradients, 3-d effects and complex patterns can be detrimental to your logo’s weight.
Tip: Try to use as few different colours as possible.
Remember, the more colours a logo has, the harder it is to reproduce in different formats.
Tip: Avoid gratuitous 3-D effects – your logo must work without them.
Examples of good weight
In IBM’s logo, the horizontal lines are a secondary feature to the main shape. The logo is still recognisable without them.
Strong weight, colour and shape make Dell’s logo recognisable.
Examples of poor weight
The text is way too light, as is the other visual clue (the palette shape). The 3-d emboss effect on the text also reduces contrast and readability. What has a farm got to do with a painter’s palette?
Characteristic 4: Contrast
Contrast aids shape-recognition by making the edges between elements clearer. Good logos (and icons) have lots of contrast on the edges of meaningful visual elements.
The squint test is great for checking contrast. Also consider that users may be colourblind. Another helpful test is to try desaturating your logo in a graphics application, and check whether it is still clear and recognisable.
Examples of good contrast
(See also all good logos above).The RockShox logo uses both colour-on-white and inverse (light-on-dark) contrast together, to good effect. Great presence and strong colours make this impactful and highly recognisable.
The McDonald’s logo has less tonal contrast, but the perceived contrast between strong, flat colours makes the shapes clear. Note the clear space around the text.
Examples of poor contrast
The logo shape behind the text is too light to see clearly. Also, the important “venture capital” text is too weak in light grey. On the squint test, you are quickly left with only the strong single word “Mobius”, which may not be meaningful.
Text has too little edge contrast, as it’s less bright than the highlight from the 3d effect.
Text is too thin for so little contrast against background.
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