Edit by Dalan Overstreet
*I have said this in rant form on Twitter (@dalanoverstreet) a few times, but for content sake I’ll put it in a blog*
I have done Freelance Digital Art and Graphic Design for some time now. Over the past few years, I have done almost every kind of Art and Design project people pay for: portraits, illustrations, flyers, headers among others. The most common and, at times, the most confusing to clients are logos.
As important as logos are, I sometimes find clients need help with what a logo exactly is. Often confused, a logo is not a brand. It is, however the defining symbol of your brand. Therefore, it is the most important piece you will ever commission a person like me to complete. There is a certain science to creating a logo, so choices you make in development will determine its effectiveness. When creating a logo, there are some essential ideas.
Easy to Communicate – The average person should be able to roughly draw your logo in seconds. If not, people should be able describe it in one sentence. It is about an easy transfer of information.
Easy to Understand – People should know, or at least have a feel, for what you or your brand does. Logos for gaming consoles like Nintendo and PlayStation are 3-dimensional, signaling a technological experience. Warmer and autumn colors are consistently used across fast food chains because they are scientifically prove to heighten our appetites. The best logos leave an instant impression.
Easy to Apply – Your logo should be able to withstand minor changes (color themes, fonts etc.) and still be linked to you or your business without confusion. It also has to be versatile. This symbol could be on anything from a business card to a billboard, so it will have to retain its effect on both, everything in between and beyond.
With all of this in mind, the best logo designs are kept simple. However, this is not always synonymous with easy. It is more challenging than it appears. When I created my own logo, as straightforward as it seems, it was the result of over 3 dozen sketches and alterations. Finding the perfect logo takes time, but given the importance it is time you must take.