Symbolic, Metaphorical, and Psychological Aspects of Logo Design Creation

Creating a Memorable and Effective Logo: A Guide for Brands

A well-designed logo is crucial for any brand, as it shapes people's first impressions and helps establish a strong identity. Here are some key principles to follow when creating a logo.

Start with Research

Before diving into the design process, conduct thorough brand research. Define the company's values, target audience, and unique message. This will ensure that the logo accurately reflects the identity and resonates with the intended audience.

Simplicity is Key

A logo's design should be simple, legible, and geometric. This makes it easy to recognise and remember, even at smaller sizes. For instance, the Whitney Museum's logo features a broken-line 'W' that doubles as a layout device, adding a unique twist to its simplicity.

Differentiate Your Brand

Differentiation is essential for standing out and ensuring a brand is memorable. Avoid overly complex designs and opt for a style that sets your brand apart from competitors.

Test for Recognition

Logos should be tested for recognition and understanding. This can be done by checking brand misattributions in competitor ads, looking at aided and unaided recall numbers, and ensuring that the favicon and app store icon stick in users' minds.

Consistency is Important

Keep positioning clear so they relate the same way everywhere. This consistency helps build a strong brand identity and makes the logo more memorable.

Choose Colors Wisely

Color theory guides the selection of harmonious and psychologically impactful color palettes. The most attractive color for a logo depends on the brand's industry and audience.

Use Appropriate Fonts

Type is a signaling tool that contributes to an aesthetically pleasing and readable logo. Ensure that the font used is legible at all sizes, from small print to large billboards.

Consider Cultural Differences

Understanding cultural differences helps ensure that a logo accurately reflects the brand identity and resonates with the intended audience.

Test in Real Placements

Always test logos in real placements, such as email headers, app store icons, favicons, social avatars, and packaging mockups. This ensures that the logo looks good and is legible in various contexts.

Follow Accessibility Guidelines

Check contrast according to WCAG AA standards as the basic level. Use AAA when you can. This ensures that the logo is accessible to as many people as possible, including those with visual impairments.

Design for Diversity

Logos should be designed to resonate with diverse audiences. This includes considering different languages and cultural nuances. For example, directional cues like arrows, paths, or progress bars should point the other way in Arabic or Hebrew interfaces.

Avoid Common Failure Patterns

Avoid over-literal clichés, gradient over-reliance, hairline details, dark-mode clashes, descriptive weakness, and sacred symbols. These can make a logo look dated or unoriginal.

Create Guidelines

After the logo is finalised, publish easy-to-follow guidelines. This includes who gets which asset, how to version them, and regulations that flex a bit for different uses but never lose brand strength.

Measure and Adjust

After the launch, keep measuring. Track the jump in click-through rates and brand search volume. If a logo misses something, simplify the silhouette and boost the form contrast.

Let the Logo Evolve

Let the identity grow as markets and media shift. This means updating the logo as necessary to keep it fresh and relevant.

Case Studies

The logo development for the brand Terragraph was carried out by the firms Pentagram and Facebook. The City of Porto logo draws on Porto's azulejo tile culture without falling into literal illustration. The Visit Nordkyn logo's outline changes with live weather data (wind direction/temperature).

Guard Your Brand Value

Figure out what keeps brand value alive and guard it. This could be a unique selling point, a strong mission, or a memorable logo.

Expand Beyond the Mark

Move beyond the mark to flexible icon sets, pattern systems, and motion rules that echo the same tone. This helps create a cohesive brand identity across various platforms.

A Solid Foundation

A solid logo gives your brand story a steady foundation. Start by mapping the whole family: primary mark, horizontal lockup, monogram, and app store icon.

Remember

A logo shapes what people think about a brand in a split second. Follow these principles to create a logo that is memorable, effective, and true to your brand identity.

Symbolic, Metaphorical, and Psychological Aspects of Logo Design Creation