Even if your business is not a cutting edge tech start up, the overall identity should be unified, clean and impressive. Your logo is a visual representation of everything your company stands for, it establishes a brand identity.
To create a high quality logo a designer gathers the information about client’s business (what they do, who their target audience is, what their aims are and how they want to be presented). A well-done logo should express customers and generate a warm feeling for the company, it ties all business’s aesthetics together.
Long story short, let me use an example from my sweet web designer’s life.
I created a logo for a classifieds company in New Zealand named Adboard. I am to provide a concept, web design (including user interface design) and a logo.
Develop a concept
A design concept is the idea behind a design. Such developing is absolutely an individual process – there are a lot of ways to generate an idea and represent it.
My client company’s goals are covering a wide scope of advertisement needs whether for professional or for personal purposes for local (New Zealand) use. Adboard’s motto is “A great place to be for everyone”, that means a great place on the net where people and ads are brought together.
I did my own research also – to find more about New Zealand culture, history and people. The culture of New Zealand is largely inherited from British and European custom, interwoven with Maori and Polynesian tradition. I was impressed with that New Zealand is home to about 190 different native fern species and the most famous one is the silver fern (it’s named because of the ‘silver’ color of bottom of the fern under the sunlight) and decided to implement all above at the identity.
Adboard’s logo keeps the form of New Zealand’s two islands – the North and the South. To stylize it, I used the native koru (Maori) pattern. This is a spiral shape based on the shape of a new unfurling silver fern frond. The koru element symbolises the unfolding of new life, that everything is reborn and continues. It represents renewal and hope for the future. So gathering of New Zealands outlines and such well-known for native people element should make the identity powerful and memorable enough. And it’s positive meaning evokes an emotional response.
Checklist: Logo 101
A logo is a first impression and should stick the attention at the first glance.
The Adboard logo is simple, memorable and timeless, it will become a positive and recognizable symbol. It’s versatile and appropriate. The logo is the primary image that represents the Adboard company and it will spread the Adboard brand across all New Zealand ))
(The full version of the logo is above.)