The aesthetic appeal of a brand plays a significant role in how the public perceives it. As such, logos serve as visual representations of brands, evoking an emotional sentiment on behalf of the consumer. Much thought must be put into appropriate branding from the designer’s perspective in order to create a visual that’s accurate to the brand name itself.
Key Elements to a Successful Logo
The Icon: The icon will consist of images and symbols that give the brand its meaning. Abstract images, such as shapes, can be used to elicit feelings and concepts like trust or peace. Concrete images can be used to bring forth a straightforward message such as, an image of a tree for eco-friendly businesses. In both cases, the images and symbols used to create the icon should always be meaningful and unique.
The Font: Fonts give your brand name its personality. Much like human beings, each unique personality stands out and remains memorable. Some fonts have a humorous characteristic and others might be more academic on appearance. Additionally, fonts must be legible so that viewers aren’t struggling to read the brand name at first sight.
Color Palette: All colors have psychological components to them that evoke feelings and immediate reactions. Red might bring forth a sense of rage or lust, while lavender might create zen and calmness. Choose your color scheme wisely, as it should represent the overall psychological component of your brand’s mission and name.
How to Ensure The Key Elements Cohesively Represent Your Brand Name
Make sure the elements are relaying the same theme. Align the icon, font and color palette, so that they all evoke the theme and mission supported by the company’s brand name. This requires an intricate understanding of how psychology plays a role in the visual representation of the brand’s name itself. For instance, the logos for online bingo sites such as, http://www.cheersbingo.com, display this very well. The colors are vibrant, the imagery of clinking glasses as well as the dynamic font, come together harmoniously to summon feelings of fun and excitement.
Other examples include logos for the NBA, Disney and The World Wildlife Federation.
Consider how different elements might represent the same theme. Even if the three elements in your logo are bringing the brand name to life, they can do this in their own unique way. In other words, they can all communicate the same message in very different ways. The Coca Cola logo, for instance, is an excellent example. The name itself may not mean anything at first, but the flowy and fluid script indicate a smooth beverage, while the opposing red background evokes happiness and excitement. Both elements, in turn, represent the brand’s motto well.
Other examples include Starbucks, FedEx and Harley Davidson.
One element can take precedence while the other elements simply support it. The complexity of your brand’s name might be simplified if one element is used to visualize it best. Other elements can be used to support its overall design, but if one key design component is highlighted, it can take what might otherwise be a complex brand name and make it simple and memorable. Google, for instance, demonstrates this through its focus on color scheme. The name itself is vague and unassuming, but the color palette and patternization is forever memorable.
Other examples include Apple, Nike and Microsoft.
A company’s brand name comes alive when the right elements in the design of the logo come together. Harmony between these elements is key to a poignant marketing message via the logo. In fact, some of the most popular brands in history might have their designers to thank for their mainstream success and memorable logos.
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