LOGOS. Logos for breakfast. Logos on your commute. Logos for lunch. Logos on your phone and on your way home. Logos for days. As a logo designer, there is some responsibility affiliated with the task. What is it that differentiates a positive experience from a bad one? Most importantly, how can we ensure the logos we design are optimized for today’s SOCIAL MEDIA WORLD?
CHECK OUT THESE FIVE TIPS TO KEEP IN MIND WHEN CREATING YOUR NEXT LOGO:
1. Go For CLARITY
Your logo should be the summation of proper research. In a perfect world your design will communicate the company’s values and culture. But beyond aesthetics, your starting point should be based on the product goals. How do you tackle this objective? Sit down with your client and have a discussion. Ask questions until you have a clear understanding of the product challenges and opportunities; the competitive landscape; and the key functional and emotional brand qualities.
2. Go For SCALABILITY
Your logo should be adaptable. The strongest logos transition from platform to platform without breaking a sweat, yo. Ideally, your design should evoke the same meaning on an iPhone screen as it does sprawled across a 20-ft billboard. Overlook this factor, and you risk diminishing your brand’s clarity - especially when the logo is being used on a smaller scale. Not only should you consider size, make sure it translates well in black and white too!
3. Go For MOBILIZATION
Your logo should be handheld. The most successful brands consider their users’ experience across different screen sizes, how they’ll appear in the app store, and how the overall experience lends itself to social sharing. While mobile used to be a simple gateway for content, it is now the primary customer experience. Remembering this is VITAL in a time where a positive app experience is the ad, and the most efficient marketing boils down to word of mouth. #omg.
4. Go For FLEXIBILITY
Your logo should be extensible. On any given day the average consumer is exposed to thousands of marketing messages. That’s quite a bit of competition scrambling for a sliver of your audience’s subliminal registry. Try and find a unique and versatile solution that is appropriate to your market space. Rather than focusing solely on a single static logo, consider the multiple channels through which customers interact with brands. Some examples are logo animations or ways for your audience to personalize logos for their own use and promotion.
5. Go BEYOND THE SURFACE
Your logo should stimulate. It’s challenging, especially when incorporating all the other tips listed here, but the idea is to go beyond the standard thought process and inject a bit of wit and symbolism into the design. This is the next-level, ninja logo designer stuff. When done successfully THIS takes your work to a new level that will delight those perceptive enough to detect your efforts. This post, for example, exhibits numerous examples of doing this successfully. Check it out! And get inspired.
LAST THOUGHTS —
#LESSISMORE. Simplicity goes a long way. As Milton Glaser once said, "If you have to explain it, it ain’t working." SMART.