Logo – a company’s emblem, providing identity and distinctiveness. To better grasp the concept of a logo, it’s essential to understand its purpose. During the logo creation process, it’s crucial to consider five criteria that a logo must reflect: distinctiveness, reliability, loyalty, appeal, and advantage.
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People often believe that creating a good logo is easy. They see the final versions of small, classic font, and simple shape logos used by well-known companies and form such an opinion. Unfortunately, everything is not as straightforward as it may seem at first glance. Logo design requires a lot of thought, creativity, and graphic design skills to seamlessly and effectively combine individual elements and create a cohesive design. Additionally, a well-designed logo should look just as good in black and white.
Complex logos are difficult to remember, which is one of the most important reasons. It’s better to have a simple logo that everyone will remember and another version for special occasions. It’s also worth noting that a logo doesn’t have to reflect what the company does. Let’s consider the McDonald’s logo—no hamburgers or fries, just two golden arches with the inscription “McDonald’s.” Similarly, the FedEx logo features no trucks or planes, just the inscription (and a hidden arrow). Think about the Apple logo. Yes, there’s an apple depicted, but it has no connection to computers. Logos of this type are highly flexible because they are timeless and independent of the company’s current activities.
We all want our logo to appeal to everyone, or at least to our clients. Therefore, when considering your company’s logo, it’s crucial to keep your clients in mind. For instance, if you’re quite conservative and designing a logo for an art gallery, will it resonate with gallery visitors? Probably not, as you may not understand their mindset. Hence, before delving into your company’s logo, recall your clients and their preferences.