11.06.2019

The Art of creating LOGO

How to make a logo that stands out among similar products and at the same time preserve symbolism that is understandable to your customers?

Do you know what the main mistake of most of the companies is? Making a visually similar logo with competitors. A product with such a logo is lost on the shelf among thousands or is just perceived by consumers as a fake for big brands. For success in the market, a brand needs its unique face. In a specific market or niche now there may be hundreds of companies, maybe thousands, they are all fighting for attention, and everyone wants consumers to look at them first. All this creates a growing need for brands to visually differentiate themselves so that they are not confused with competitors.

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Our aim as designers is to translate the essence of the brand into shape and color, which will most likely be the basis because visual appearance plays a crucial role in shaping the connection in our brain between what we experience and whom we face (brand). The logo can ultimately become an invaluable asset for any company. Nike swoosh, McDonald's golden arches, the three-pointed star of Mercedes, the symbol of Woolmark are just some of the most famous examples.

Here are some essential tips from Eridamis to remember while creating a logo:

1. You must be able to scale the logo.

A good logo should have an exciting visual feature, which is supported by well-thought-out typography. What’s more, it is precisely that this feature should be equally convincing when scaled to 10 mm or 10 meters.

2. Think about the context

The logo reflects what is behind it. The idea, the story. But it does not live by itself. There is a single identity system, associated with other design elements, such as typography, color, photography, and tonality.
When you choose a logo, think about the fact that in the future, it will become the basis of the corporate identity of your company.

3. Stop using tricks.

The right mixture of simplicity is the key to the long life of any design. Try to understand how long the logo will look relevant, whether it corresponds to the company's development plans. As a rule, the more the design is wrapped up in tricks and stylistic attributes, the shorter the life of the Logo will be.

4. Try typography.

A bespoke font is a great way to find your key in communication because no one else can use this font. It is crucial for creating a logo, since the font determines the style and character of the brand, sets the tone for its communication with the audience, reflects the most critical aspects of the 'brand's quality and price positioning.

5. It is all personal.

An ideal logo cannot exist without significant content. Creating a logo must be done under the concept of brand positioning, following its unique selling proposition and fundamental values. Only a logo design that correctly fits into the overall context of the identity of its market segment, but clearly reflects the uniqueness of your brand, will have maximum strength and efficiency.

6. Be unique.

The logo must be insightful and innovative; outstanding, unique, and awesome. With such input, almost everything is allowed. You can read it in seconds and easily remember. It is equally convenient on a business card and on a billboard, it is readable both in black and white context and in color.

With love,
Eridamis
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