Power in two golden arches - the power of the logo

A logo is one of the key elements of the visual identity of any company. It is a symbol that represents the brand, conveys its values and builds recognition. In this article we cover all aspects of logo and logotype creation, as well as the design process itself. We take you through all the issues and stages that are necessary in the process of providing services to create a unique and professional design - from the initial concept to the final result.

Logo, symbol, logotype, branding - definition of clc terms - we explain

Let's start with the basics. Logo, logotype, symbol, signet, tagline.If everyone used these terms correctly, the world would be a more beautiful place. In a graphic design studio, their knowledge is crucial for proper communication between team members and the client. Although its own definition of a logo or symbol would be able to quote each “Smith” in his own way, the Internet is teeming with definitions that are diverse and not necessarily true.

Logo - a unique form of graphic expression characteristic of a particular enterprise and used to identify the visual identity of a company, organization, brand, product. This term is used to refer to the full graphic sign. The logo (should) appear on everything that a company releases from under its wings: articles, printed materials, buildings, advertising, etc.

The primary function of a logo is to mark “one's own.” Marking ownership and origin is known from before the 15th century, when farmers burned symbols on the hide of the cattle they raised. And it has always worked, consumers will choose labeled products, because they are the ones that are supposed to provide a repeatable experience and its higher level.

“If logos once meant the same as logotype, it no longer does.” Angus Hyland

Logotype - is a narrower term than logo. It is the typographic part of a logo. It can be a stylization of a name or a word, which in many cases is the same as the company name. Logotype is often used interchangeably with logo, and this is not always the correct way to put it, as a logo does not necessarily consist of just a logotype. 

The difference between a logo and a logotype

Logo and logotype are terms that are mistakenly considered synonymous. What is responsible for such a definition error? First, the similarity of the names, logo and logotype have the same vocabulary base. Second - the frequent confusion of the components of a logo. Differences in definitions are important because they can become a space for error in communication with the customer, and understanding what he requires is the primary task of the graphic team.In the marketing space, you can meet two names for this part of the logo. A symbol is called a graphic element - abstract, pictorial, referring to the name. Often it is the symbol that creates a lasting association with the brand and is its identifier.

Symbol

In the marketing space you can meet two names for this part of the logo. A symbol is called a graphic element - abstract, pictorial, referring to the name. Often it is the symbol that creates a lasting association with the brand and is its identifier. “Just do it” - A short corporate slogan placed next to the logo, sigil included in the logo. Tagline is an advertising slogan designed to convey the essence of the brand. Its content is in many cases related to the activities of the company, its product or the values that the company represents. “Just do it”. - A short corporate slogan placed next to the logo, signoff included in the logo. Tagline is an advertising slogan designed to convey the essence of the brand. Its content is, in many cases, related to the company's business, its product or the values the company represents.

Tagline 

"Just do it” - "Just do it” - A short corporate slogan placed next to a logo, signoff included in the logo. Tagline is an advertising slogan designed to convey the essence of the brand. Its content is, in many cases, related to the company's business, its product or the values the company represents.

Brief, or understanding the client's needs is key to a smooth design process

At YOS studio, a key step in logo design is a deep understanding of the client's company. Through workshops, consultations and briefing, we learn the company's mission, values and expectations. Our approach combines traditional methods, such as sketching an association-based mind map, with modern graphic tools, such as Adobe Illustrator. We use a brief - a database with information from the client about the project in progress.

We ask and listen, question and take notes. We try to find a thread of understanding, to step into the client's shoes to see the brand from their perspective. We treat our clients as a treasure trove of knowledge, so even before designing we ask about the company's history and future, aesthetics, products, target audience, budget and scope of visual identity, among other things. We also do our own research on the industry in question, which sets our work against a broader field of knowledge. Gathering this information is a time-consuming process that can take up to dozens of hours spent researching and interviewing. 

How to create a good logo?

If there were one recipe for a great logo in the world, articles of this ilk, books and studies would be redundant. But they are not, because universal advice is needed even for the best graphic designer! Well, the following rules are not an instruction manual, but only a directional guide to creating a really good logo.

1. A good logo should be simple and not succumb to fashion
2. Color limit - a color scheme that matches the profile of the business, industry
3. Presented in different color versions, including one version - in one color 
4. Przedstawione w różnych wersjach kolorystycznych, w tym jedna wersja - w jednym kolorze
5. Lack of a lot of detail, the recipient must have to remember more or less your logo, recreate it in memory
6. Understandable logo - it is clear what it refers to, 
7. It is not cliché, does not repeat typical patterns in the industry

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Looking for inspiration and analyzing the competition

We start with brainstorming. This is where the outlines of what we will later call a logo, or more broadly, a visual identity, take shape. When looking for inspiration, we stick to the client's expectations from the brief, but also give our creativity room to run wild. In research, we go as deep as the project requires: we build a map of associations, analyze the competition, search for graphics, typology, icons and images by specific phrases related to our client's business (but it's not a rule). Checking the competition allows us to learn some visual patterns of other brands in the industry, which will allow us to avoid them and present ourselves better against other companies. All these elements form a visual concept, known more closely as a moodboard. This is our “go to” design. A moodboard is a board of inspiration that suggests a particular style. It's a visual communication tool that conveys a specific idea and evokes specific associations in the form of a simple arrangement of images, fonts and symbols. Nothing works so well, in concretizing ideas and indicating the general direction of a design concept.

First concept - sketches and establishing the main direction

For our clients in the creation of a logo or corporate identity, we prepare 3 stylistic directions. There is a lot to choose from, and also the choice is not overwhelmed by the number of options. The client chooses one and we discuss its modifications and development. This opens a new stage, in which, having a given aesthetic in mind, we can get down to specific ideas and pour them on paper and later on the canvas of a graphic program. We design dozens of logo options for a single logo, but the number of ideas varies depending on the type of project, time and of course - our creativity. At this stage - sky (and brief) is the limit. These are sketches from which we will choose the best and most suitable for the company, which we will later vectorize in a graphics program (Adobe Illustrator). We move on to testing the selected logo designs against practical criteria: usability, readability and scaling. This magically leaves only a few options out of dozens. The logo, although very important, is not only supposed to be the quintessence of what the company is and what values are to be associated with it, but is first and foremost a technical tool to serve the needs of identification and promotion.

Initial visual identity

Vectorization of the first designs eliminates those variants that will not stand up to the logo. Even before we meet with the client to present the result of the work, we verify conclusively that each logo design is unique and does not fit into the cliché patterns for the industry. The basis for the first concept of corporate identity are designed logos and inspiration boards (moodboards) prepared earlier. At this point, we make sure that the project is consistent with the strategy developed at the beginning. We deal with the scope of visual communication that the client asked for in the brief. Even if we only design a logo, we make sure that the identities can be later expanded to other areas (social media, letterheads, gadgets, signs, etc.). The logo proposals that we want to show the client determine the style of the entire identity: colors, typography, embellishments, infographics. The corporate identity must be consistent in even the smallest detail, such as the footer font in a document or email, or the design of wrapping paper.

Consultation and final actions, corrections

During consultations (or by email) we show the results of the work: logo variants (preferably in different configurations and sizes to best zimit the behavior of the logo in use), color range selected for the logo, stylistic means used and proposals for embellishments that will go on different materials, font variants and lettering shown by example (the font has to work not only with the logo itself, but with the entire visual identity), additional graphic creations and visuals (mock-ups). Graphic designers dream of statements: “Design in point! I have no comments!”. Of course, it is known that the client, in order to feel that he identifies with his new logo, and that it communicates exactly what it is supposed to communicate, wants to add something from himself. Collaboration with representatives of different and interesting industries teaches us a lot, and we want its fruits to reflect that. Changes in design are inevitable, no matter how precisely we map the client's initial requirements.