Famous companies have never gained their success through a perfectly designed logo. On the contrary, famous logos revelled in their glory only thanks to everything and everyone behind it. Lego, Shell, Toyota, Sony, Virgin, Spotify, Ikea, Google, Oracle, Apple, Starbucks, WD-40 – whatever the logo in each of these cases, the success is not based on it and does not rely on it either. Then why should you create the perfect logo?
The “hardworking” logo
Once you shut off all the lights in your shop in the evening, the logo over your door begins to shine in the street and continues to work – all night and then all day, weekends, holidays, always and everywhere. The logo is truly “hard working”, and wherever you place it, it will continue to “talk” about you – whether you’re the worst, bad, good, excellent or the best.
Let’s create the perfect logo
So, while a logo is not the key to success, your success can push it far and in all directions. And just like you insist on your sales representative being well dressed, driving a clean car, and conveying respect, credibility and the right emotions to your customers, you should also expect the same things from your logo. And maybe much more!
All it takes is one word
In Greek, the word logos means “word”, and so it comes as no surprise that most logos come from the company name. Ikea, Google or Coca-Cola are clear examples. Nevertheless, the word itself is not enough when it comes to originality and a distinctive character. We have to dress it up with the shapes and colours that will make it unique enough, but will also symbolise the corporate identity – the ideas, goals, and, last but not least, the target emotions.
In order to achieve these goals and emotions, we can make use of the following well-known tools:
If we’re talking about words, the first thing to address is typography. In our article Typography – the grey eminence of your content, we described the major role typography plays in all text in great detail. When it comes to the logo, we’re not extremely concerned with the readability of a narrative; we usually work with one to a maximum of three words.
But when creating the logo, we still have to pose the main typographical questions: font selection or a combination of fonts, text size, spacing between characters, contrast, etc. All of these typographical elements will express who we are and what we do. For example, if we were to change the font style for Ikea or Lego, the logos would probably take us by surprise – and rightly so.
We described the emotional elements connected to primary colours in the article Excite your audience with the right colour! For example, red is linked to performance and power, yellow tends to evoke trust and hope, and blue is related to peace and loyalty. A good designer can masterfully use these moods in the creation of a logo.
Colour is an extremely important part of the logo, and if the logo happens to be relatively well-known, the colours themselves can often give a hint as to the brand in question. Recently, Google used this idea to create icons for its services with the typical colour scheme, linking it back to Google’s main logo.
Static, dynamic or playful? Logos can also inherently carry the important element of movement; movement that customers of the given company expect… Do they expect you to be a source of stability, or do they want you to show ferocity and a hunger for performance, or do they enjoy your creativity?
Edges, curved elements, quick transitions, transparent variations, and even short video edits of the logo – the ways of demonstrating dynamics in a logo are endless. Through a professional approach, a great designer is able to grasp even several desired elements of movement at once …
Typography, colours, movement – those are the current demands in the world of design, and we could almost say that they are “formalities” necessary in creating a contemporary logo. However, embedding an idea, hyperbole or question into the shape of a logo is something much more, and is the gateway to the world of great and often timeless logos.
It’s not enough just to know how to use all the functions and “wow effects” of Photoshop or Illustrator in order to create a professional logo. The creator has to be able to compile an original whole from his or her imagination and creative gut. This whole should constantly be able to attract attention and reaffirm the connection with your customers.
We are logo-creators with an idea
At JennPro, our designers focus on the creation of top-notch logos that have an original style and express the necessary goals and emotions. Our company uses precisely set and verified steps in creating a logo – from beginning to end.
Assignment and analysis
Preparation and the quality of input information is the alpha and omega of creating a good logo. Prep work and analyses usually take about 40 – 60 % of the project’s work. We not only consider your wishes and expectations regarding the logo concept, but we also get acquainted with your products, services, people and visions. We then do an analysis of your target market and closest competition as well.
Based on a good foundation of prep work, we start coming up with a comprehensive concept, and that is a foretaste of the first proposals. This part of the process is very demanding. The light-bulb moment and the right idea take time. Some thoughts need to mature, sometimes we make dozens of sketches – all this to say that “making the process snappy” never bodes well for the creative environment.
Tuning and discussion
This is the key moment – sometimes an awkward silence. We start receiving your feedback to our first proposals. Some clients believe that their feedback will insult us. Others think that they are right, and that we’ve completely missed the ball when it comes to their expectations.
First of all, it is important to realise that everybody’s main goal is to present a perfect result. From our long-term experience, the best results are achieved when we are able to foster a mutually respectful dialogue with our clients on the subject of our proposals.
The logo is finished
After all the edits, the logo is finalised and is brought to its final form. We present our clients with a logo in several forms, possible colour variations, and typical vector and bitmap formats.
More than just a logo
JennPro doesn’t just offer the making of a top-quality logo. If you want your company to have a uniform and comprehensive look, we’ll be happy to work on your visual identity and set up a complete branding solution. Linked to your new logo, we also offer web design, promotional visual design as well as photo and video production.
Contact us right now, and we’ll make sure to send you a quotation as soon as we can.