What are the rules to follow in order to create a logo?

It is tempting to have a very fashionable logo design; but the problem is that that logo will be out of fashion any time soon. Because of this, the logotype has to be redesigned frequently. It is not recommended to change the logotype unless it is necessary. If a logo is frequently changing, it will never adhere to the minds of the audience. Only after the consumers see regularly the logo, they will start to notice its existence.

Time and again, new companies adopt a logo style which is similar to other company styles. As a result, all names seem to be exactly the same and none of them stands out from the rest. The logo design of a company must be attractive for those who are not familiar with it. This means that the logo has to be tested: an opinion poll must be carried out to know what people think about the company image and what they feel when they see it. If the logo design is not understandable or if the audience gets a wrong idea of the company’s activity when they see the logo, then the logo is not effective.

What is the end market? Where else will the logo appear apart from the website? On the stationary, business cards? Will the logo convey the message no matter where it is located? A company logo must be simple, so that it can be easily remembered by the consumers. Complex logotypes that combine 10 different colors are attractive sometimes, but they are not practical. Many times logos are accompanied by a slogan. If the slogan is always included in the logotype or in the same graphic figure, then the slogan can be considered as part of the logotype. The main purpose of the slogan and the logotype is to support the brand identity. The difference between the brand slogan and the slogan is that the brand slogan contributes to built the brand image while the different slogans are related to the diverse products or advertising campaigns.

The reception level that the audience experience is also a very important issue. This level is semantic: because it has a specific meaning and, at the same time, it can have a chain of meanings; the level is also aesthetic: the shame of the logotype. On today’s market, to launch a brand is a slow-going project which alters the order and the existing values. When creating a brand it is important to know that this must be:

Simple: clean, easy. Complex designs are never appropriate for brand identities.

Practical: this feature is accompanied by simplicity. Every logo must be suitable for all means of communication: TV, uniforms, printed material, etc.

Consistent: every piece of communication made by the company and each element that form the design (logo photography, color palette used) must reflect a good brand creation process. You will never find certain colors such as pink or orange on a Coca-Cola label, nor a different font for McDonald’s.

Unique: it is useless to have an excellent image or an outstanding name if they are very similar to your competitor’s image or name, especially if the other brand invested more in advertising.

Memorable: if a brand enjoys the previous features, probably it is already memorable. Colors are essential elements for brands and generally they are the most memorable aspects. There are other symbols or codes that will help a brand to be remembered; for instance, the elements that McDonald’s uses are: red and yellow colors, a bow-shaped m letter, Ronald figure, etc.

Reflective: it must reflect the goals and values of the company. If the company represents quality, then the brand colors, style and photography must reflect this as well. If the company represents charity, the logo will be easy to create since many logos that reflect this quality have some element related to the human being. What are the brand values? Can these values be perceived when looking at the visual elements? An accurately created brand which has the elements needed to accomplish an efficient result will reflect the values and promote them.

Adaptable: the brand must be adaptable to the end market. It must not be too modern so that it suits conservative consumers, and it must not be too conservative so that it suits the modern markets.

Sustainable: contemporary but classic. Many brands update their logotypes every 20 years. This is why it is important to have a concept that does not become obsolete soon.

An accurate corporate identity is not the result of a simple logotype. A visual coherence among all the elements of communication that a company uses is necessary: booklets, stationery, web pages, etc. The corporate identity of a company is its letter of introduction; the company’s reputation will depend on this identity.