Good creative design can make or break your business. It basically refers to how your business presence is integrated into its branding. And how it is shown to the customer, everywhere from product packaging to logos to the product itself.
If a customer comes across poorly designed content they will end up with a lot of confusion. As well as questions about what the company represents, who it aims to serve etc. Poor designs are also known to reduce the trust level that a consumer has with the company. A good creative design on the other hand, will make sure to answer these various concerns even before they occur. It will make sure that the brand’s values are felt truly and constantly, so the customer does not develop any dissonance or feel an ambiguity.
Creative design gives you a distinct presence online. Today when more and more transactions as well as customer interactions take place on the web it is extremely important to have a distinct and unique presence. This can come true for a brand only if its values and principles are integrated into whatever aspect of it is exposed to the consumer.
Since today every company runs after well-crafted design a business not having good creative design is likely to get lost in the crowd. This will reduce visibility and thus consumer interaction. All of this will eventually lead to reduced transactions and revenues.
Good creative design can greatly boost your advertising efforts. For example if you get a website made it can work as a catalog that displays all that you offer. This boosts the information available to consumers which helps them with making purchase decisions.
Even though brick and mortar businesses cannot cater to their consumers all hours of the day, a business that invests in design for its online presence can have a constant availability. This increases brand recall as well as consumer loyalty towards the brand.
“The logo is an identifier but it’s also something that stands-in for who you are.”
— Steven Heller
Long before ancient humans knew how to use language properly they would resort to art to express themselves and tell their stories. It was not long after that they recognized how art could be used as a way of showing belonging. Thus they decided to use symbols, for example hieroglyphs, in the case of Egyptians, to brand animals and belongings and thus unknowingly set the precedent for logo design.
Eventually art moved on from walls towards more contemporary mediums such as canvases. At the same time symbols used as marks of identity & ownership started taking a more developed place in the daily lives of people. Logos have eventually become an integral part of branding. They are used to communicate to people what the company or entity in question stands for.
All of the elements used in the process of logo design speak out to the viewer. These elements are very much like the ones used in art. We have shapes, where vertical lines represent masculinity or horizontal ones could represent tranquility, we also have color; red is used to stimulate instinctual hunger or lust etc. The formative lines could represent boldness or delicacy making the impact intense or fleeting to the audience.
Art and logo design are not only cousins when it comes to their beginnings but are also parallel to each other’s evolution. Even today when design and creativity has taken the steer for so many parts of our lives logos & branding go hand in hand with art and its own elements. Just as any art form, be it a painting or sculpture, is developed keeping in mind a specific audience, message & medium same goes for logo design where the designer tries his best to integrate the company’s essence into a small & simple formation with clarity as well as with confidence that the target market along with prospect customers will perceive the logo and the company it represents with exactly what was intended.
Designing a logo is one of those areas of branding that looks easy, but can prove to be tough trying to get the right one. In fact, many logo designs fail in spite of investment in thousand dollars. Moreover, achieving a right brand logo for your business can revolutionize your product or service. That is why big brands give keen attention to their logo designs. You can learn a lot from some of the leading brands with their iconic logos containing lessons that you should apply when you are designing a logo as follows:
If you trace the history of FedEx, you will find that its current logo was designed in 1994 which is still active ensuring versatility and adjustability on various screen sizes. Logos like this which remain alive without bearing changes for many years have a good element of timelessness. On the contrary, frequent variations in a logo design affect the user value and performance of the brand.
“A great logo may not necessarily reveal itself on its first encounter,” and, “simplicity is the essence of a powerful logo” these are two basic lessons that you may learn from Nike’s brand logo because its Swoosh design is simple and was chosen in hurry against urgent production deadlines. However, it performed successfully. That is why experts prioritize the feature of simplicity when designing a logo.
From an online bookstore to a huge big eCommerce business, the owner of Amazon, Jeff Bezos, wanted a logo reflecting the idea that a user could find everything it needed on the site. Amazon’s current logo features a simple curved arrow from letter ‘a’ to ‘z’ conveying that everything it sold was delivered and reflecting the shape of a smile to incorporate a human element. Therefore, when designing a logo try to come up with a design that easily and successfully talks about your business.
Apple products are best known for uniqueness and originality; similarly, its logo design has the same thing. The element of uniqueness effectively distinguishes your brand and lifts it out from the crowd with remarkable recognition. Therefore, avoid copying other designs when making a logo.
Company logo plays the most crucial role in creating and sustaining the logo design for generations. Companies nowadays put all their efforts to position themselves at the top. Right from ideation to execution, logo should be crafted in a language that is quite clear and understandable to its audience. Building good reputation and corporate identity is what companies fight for, even a slight misrepresentation of a logo can ruin the company’s image.
- Misrepresentation of logo
Norwegian Sausage Company had to face a strong opposition when people got to notice the double meaning behind their logo.
Claims of “your children are in good hands” can become troublesome with that logo portraying otherwise.
A-style completely ruined everything for themselves with an inappropriate business logo design.
- Not focusing on your target audience.
Focusing more on your company logo and its audience rather than just focusing on design’s aesthetics is important. Without customers, your logo is nothing and probably will starve to death. Therefore, create a powerful logo, not just a pretty one.
Originality matters a lot, similar kind of business logo help create difficulties for the customer to recall the brand which in turn creates negative effect on the reader’s mind. Plagiarizing corporate logos portrays your brands as being unprofessional and unethical.
The basic idea and meaning of the brand should be conveyed in the form of company logo. People should get an idea what a brand is all about while sighting the first few glimpses onto it that would help brands to maintain strong brand identity with an element of differentiation.
The identity of an organization is solely based on what the client’s imagination is – not only for his products but the future of his company and employees. There could be little or no changes in a logo designed within a span of 10 years. Why? Because changing clothes daily is perhaps a necessity for human life, but changing identities, would yield imperfections of a design, a product, a company and not to forget the fact that it would create lack of confidence within consumers almost immediately.
For example, the number of mascots we see for different sports and sports teams vary every year. My favorite is Benny the Bull for Chicago Bulls! But, we never see the raging bull dressed differently other than the mascot clothing – or do we? By far the most hysterical and eye catchy mascot every created in the sports industry.
Whether it’s a new organization or a company that has already established itself. A logo design plays a vital role in creating the perception of a brand. It is very important for an organization of any scope to have a logo that represents its company. Hence, custom logo design comes into place. This blog is going to ponder upon smart strategies to make a custom business logo.
- It is very important to incorporate stories in your logos. This adds a sense of emotion and soul to your brand logo. It should be able to reflect what a company stands for and what its corporate beliefs are. When we talk about Emirates Airline, they do not only show their on-flight features but also the different and beautiful destinations they can take you to. Hence, they present themselves as more than just a conventional airline.
- Once done with the story, it’s time to design a rough sketch of a logo. To make a custom business logo is a tiring task. Hence, it is important that all of the progress that is being made should be discussed with the client. The client can make further suggestions and that too can be combined with the logo design. This feedback is going to provide substantial benefit in terms of the final product. Moreover, free-of-cost different applications can also be used in order to make designs.
- After finalizing the logo’s shape and presenting it to the customer, the next step is to choose the appropriate color for the brand logo. This can be further discussed with the client. Try to see what they have in mind and what kind of perception and emotions they want to generate to their customers through their logo design. A designer should also present his or her own ideas after doing the research regarding the industry and the company.
To make a custom business logo would require a lot of meetings with the client. Similarly, it would also be a good idea to discuss it with the client, if there is a need to add the company’s motto with the logo. Different typesetting can be used and shown to the client.
- Additionally, the logo designs should be considered in different dimensions in order to see what is going to look the best. This final custom logo design should be able to look good on all platforms of communication.
In this blog we are going to study some of the world’s most costly business logo design. We are going to study why these top brands spend so much on logo designs and what’s their philosophy behind it.
Accenture paid a hefty amount of 1,000,000,000 for their brand logo. The company was earlier a part of Anderson Consulting and was forced to change its logo after dissolving its partnership with the former partner. However, the company faced a lot of scrutiny by critiques saying that their new logo does not communicate their brand image. The company finalized their logo after rejecting more than 50 designs and was finally able to make its logo identifiable and unique.
Pepsi have had many different logos in the past. For its current business logo design the company paid a whopping $1,000,000. Their current Logo has more of a flat design with respect to the recent trends. The logo also features the red color predominately. This was done to challenge their global competitor Coca – Cola, which is currently the market leader when it comes to fizzy or carbonated drinks.
In the past several variations have been made to the business logo design of the BBC. However, BBC has not changed its logo since 1997. Its current logo costed them a staggering 1.8 million dollars.
Olympics is considered the biggest sporting event around the world. A lot of money goes in to conducting this event and it generate millions of dollars.
For the 2012 London Olympics, the committee paid a hefty amount of $625,000 for its Logo Design. This was the most costly Olympics logo ever. However, the company was scrutinized that their logo was pretty ordinary for the amount that was paid to design it. Also many critiqued that it didn’t have any cultural relevance or featured any of Britain’s heritage.
Another city which has spent a substantial amount on its city’s business logo design is Melbourne. The authorities spend $625,000 in re-designing its logo. This was done in effort to attract more tourists and give the city of Melbourne a brand new look. Multiple colors and shades of blue and green were used to signify Melbourne being the corporate hub of Australia. The new logo met with many optimistic reviews.