When it comes to branding, the first thing that comes to mind is the logo. But then, there’s this little inner voice that says, “Do I really need a logo design firm to create my logo?” Well, ask yourself this – What comes to mind when you see the letter M in mustard over an orange square? No prizes for guessing – it’s McDonald’s! From the Nike swoosh to the four squares of Microsoft; everyone recognizes brands by their logo. It is an important if not the first step in your brand development strategy. Not reason enough? Well, here’s how you can leverage your logo for brand development.
Text and Graphic
Successful logo design is simplistic – think of the iconic half-eaten Apple – yet powerful enough to create an impact. DesignCrowd found that the majority of logos have both text and graphics. Obviously, the text will include your brand name and the graphic will represent your message or value. The classic Parle G name with the easily recognizable face of a child speaks volumes about the product.
More than 75% of logos use just one or two colours – think McDonald’s or FedEx. The FedEx logo is the epitome of simplicity, yet they have leveraged the two-colour scheme very effectively, to differentiate its services. Not only does a two-colour scheme stands out in a crowd of colours creating a better impact but it can also easily adapt to canvases where only black or white is possible – for instance on certain packaging material. That is not to say you should ask your brand development agency to use only 2 colours. There are many brands that are impactful despite having multi-coloured logos. Just look at Tide, Mountain Dew, Microsoft, eBay, or CNBC.
Choice of Colours
Number of colours notwithstanding, your choice of colours is important. For instance, putting black over blue or vice versa is likely to dull the impact. White stands out over black but not over grey. The point we are trying to make here is that you should use bold and contrasting colours in your logo. A sharper contrast helps you stand out in the crowd. Zendesk, for example, replaced the Buddha wearing a headset with a simple grey and black name logo that created a strong impact, – not just because they were already a well-known tech industry brand, but also because of the sharp contrast and the sheer simplicity of the design. Yet, they used other colours effectively to portray their various services.
Your Logo Story
Google goes with a typical font and a splash of colours exuding the joy of online search that a child experiences while Amazon mesmerizes its consumers with a logo that is half smiling, half arrow – perhaps signifying both satisfaction and speed of delivery. The iconic Apple gives Newton’s apple a modern twist and it became the perfect logo for this innovator of tech devices. Microsoft countered with four coloured squares to show the diversity of its products. Your logo should narrate the story of your brand. Let your logo design firm know your USP, and the focal point of your brand development strategy – the two may be quite different.
Letter vs. Name
If you’ve been on social media long enough you’ll know that Zuckerberg’s company first had a name logo with the word Facebook in white over blue. Later the social media giant changed it to just a small letter F in white over blue. While maintaining the contrast, use of the initials, made the logo scalable – you can make it as big or small as necessary depending upon context – yet instantly recognizable. Big brands use single initial logos for greater impact – and Facebook is not the only one. Think of the M of McDonald’s or Hyundai’s H ensconced in an oval. LG uses both its initials effectively for impact not only in its logo but also as an alternate expansion – Life’s Good – few may be aware that the real name of the company is Lucky Goldstar.
Some brands rely heavily on typography for impact – the age-old CocaCola is a classic example, as is Fanta or Sprite. Typography can create a strong impact if used effectively. Did you know that a company, which sells more than a billion servings a day around the world started as a small pharmacy that bottled and sold sugary syrup of cocoa and kola seeds? The bookkeeper of the pharmacy suggested the name and designed the logo. He used the Spencerian script, which was widely in use before the advent of the typewriter claiming that the dual use of the letter C would create a good impression – and it does even today.
Coca Cola Logo
The multiple ellipses of the Toyota logo symbolize the meeting of the auto industry giant with its customers. Symbolism is a common trend among logo designers. Walt Disney used Cinderella’s castle to symbolize fairy tales along with strong typography to create an iconic logo. Baskin Robbins has cleverly hidden the number 31 – representative of its ice-cream flavours – within its logo. The H of Hyundai ensconced in an oval represents a handshake or closing of a deal.
Walt Disney Logo
When it comes to creativity in logo design, the sky is the limit. Coupled with the right strategy, and supported by other branding elements like your brand identity and positioning, you can create a great impact, differentiating your product from the rest.
Litmus Branding is a brand development agency in India that helps brands through the stages of brand building and development. Contact us now for a consult.