Once you settle on a brand name, the logo is the next step for building a visual identity. The group of elements that forms a logo are there to represent brand values and to get the attention of the target audience.
In social media, the web, and packaging, the logo takes most of the weight of the brand identity. Designing the logo allows you to make the desired impression without words. It will be the brand's first contact with the intended audience, so making it unique and remarkable is the goal.
Sagi Haviv, a world-recognized graphic designer, says that a good logo should be three things: appropriate, distinctive, and memorable. To achieve this, the brand's identity needs to be polished and understood.
Tradition
Being one of the most antique designs, emblems combine elegance and tradition. It has the typical elements of old crests: symbols and fonts framed in a geometric shape. Dare to add a modern twist to convey nobility, tradition, and prestige without staying old-fashioned.
In Your Face
Reducing a concept to an image means thinking of the most representative mark that gathers all the meanings behind your brand. Think of Prince's controversial name change. Brandmarks work best for businesses with strong identities.
Brands start with a pictorial mark logo backed by their name for recognition. Over time, and with an assured audience, they may reduce their logo to just a symbol. Make sure it is a vector and not a pixel picture.
Safe Bet
Far from being bland, logotypes are the most commonly used design for their simplicity and effectiveness. With the use of one or two colors and custom or altered fonts, legibility and recognition are a given.
Although this design is easy-to-use for any brand, it works better with short names. To maintain simplicity and durability, stay away from trendy fonts.
Keep it short
Initials are the ideal alternative to logotypes and lettermark logos. With this design, colors have a more playful part in the final result. Using the same bases as the logotype, this type of logo reduces the name to an acronym, making it perfect for corporate groups or organizations with long names.
Only the brave
Abstract logos, like the brand mark, consist of a pictorial mark that conveys the feel of the brand. This type of logo is not recommended for starting businesses due to the lack of instant recognition.
To lead your audience to familiarize themselves with this design, try using it as a brand touchpoint. Let it evoke a feeling that can be interpreted as your logo later on.
Working Together
All the previous types of logo designs can be mixed for a single logo. Entrepreneurs and startups intending to reinforce their visual identities chose to combine elements to establish their brand.
Making Creme’s logo was an interesting process. We spent days staring at a whiteboard full of concepts (crazy words mixed in a crazier way) until finally, we highlighted the ones that represented us best. When creating a logo, the most important asset is the brand identity.