Logo Design Adelaide
Your logo occupies a very special place hence you should never undervalue its importance. Logo Design Adelaide is an element that symbolises your business.
We offer value for money when designing a logo in Adelaide.
Why is a logo so important for your business?
A logo is so much more than just an image and some text. It is the face of your business, we all know that first impressions is everything. A logo is a point of recognition for your clients and and most important the foundation of the branding of your business.
A professionally-designed logo is the best way to convey to your customers that your business is first and up-most professional, trustworthy, and provides quality service or goods.
Your logo is not your brand. Branding is completely different, a brand is the experience and perception your customers have of your business.
But your logo is important to your business because its job is to communicate your value, quality and ownership of your business. Your logo is imprinted on your products, your stationary, social media, website and most importantly in the minds of your customers.
Logos do bombard us. Think of cloth labels, or running shoes (Nike), and computers (Apple). From the moment we wake up to the moment we fall asleep, they’re are part of our daily lives.
The average Australia sees 14,000 logos, adverts and labels in one day.
Look around. How many logos can you see?
Because we are producing such a ridiculous amount of information, we’re seeing logos that are so similar to each another, and this can pose a problem for businesses that are trying to differentiate themselves visually, but it can also create an opportunity for graphic design agencies who can create iconic designs that stand out the crowd.
A logo-less business is a faceless human
For hundreds of years, we have needed and desired some sort of social identification. For example think of a farmer who brands his cattle to mark his ownership, or a stonemason who chisels his trademark on his work.
Try this… close your eyes and picture McDonald’s, what comes into your mind? the golden arches? For those businesses and companies that have a strong brand identity, it’s the identity that consumers often think of first, rather than what they sell. Think of Apple, Nike, Microsoft, Google, and Starbucks.
Chances are if you didn’t see their logos, you would still have a fairly good idea of what their logos look like. Mind you, a huge marketing budget is necessary to achieve this sort of brand recognition of such organisations, but it’s important to “put on your best face.”
Symbols transcend boundaries
To sell products all over the globe, your brand has to speak a lot of different languages. This is why we have logos because they are easy-to-identify symbols that need no translation. Recognisable regardless of language or culture, logos which are symbols enable businesses to cross barriers, globally compete and maintain brand consistency across a wide range of marketing media.
Rethinking the importance of brand identity
We usually judge books by their covers, whether it’s right or not, it’s just how we are programmed. That’s why the perceived value of a product or service is usually better than the actual thing. The same identity seen over and over again builds trust, and trust keeps customers always coming back for more.
It’s kind of like putting a face to a name— logos help people remember their experiences with business and companies.
It’s important during initial discussions with any design agency, as a way of driving home the importance of choosing us your’e preferred designer.
Elements of an iconic design
Anyone can design a logo, just like anyone can paint a house, but not everyone can design the right logo or paint a house like a professional painter does.
A successful logo may meet the goals set in a design brief, but a truly iconic design will be simple, enduring, relevant, memorable, and adaptable.
So many requirements may seem like a large order. But remember, you have to know the rules in any creative endeavor before you can break them successfully.
A Michelin-star chef doesn’t just grab ingredients from thin air. They take a tried-and-tested recipe and adapt it to create their signature dish. This same rule also applies to creating a brand identity.
The basic elements of a classic iconic logo is the ingredients in your own recipe, so let’s examine each one closely before you go out and earn your own awards.
Keep it simple
I am sure you have heard keep is simple, and that’s because the simplest solution is often the most effective. Why? Because a simple logo helps meet most of the other requirements of iconic design.
Simplicity helps a logo be much more versatile. Adopting a minimalist approach assists your logo to be used across a wide range of media, such as business cards, billboards, pin badges, and websites.
Simplicity also makes your design easier to recognise, so it stands a greater chance of achieving a timeless quality. Think of the logos of large corporations like Apple,Nike, Mitsubishi and Samsung. Their logos are simple, and they’re easier to recognse because of it.
And simplicity helps people remember your design. Consider how our minds work, and how it’s much easier to remember a single detail, such as Mona Lisa’s smile, than it is to remember five: the clothes Mona Lisa wears, how her hands are placed, the colour of her eyes, what sits behind her, the artist (Leonardo da Vinci—but that one you did know, didn’t you?). Look at it this way: If someone asked you to sketch the McDonald’s logo, and then sketch the Mona Lisa, which would be more accurate?
Make it relevant
Any logo you design must be appropriate for the business it identifies. Are you designing for a accountant? Then you need to not go with the fun approach. How about a cancer organisation? A smiley face clearly won’t work.
Your design must be relevant to the industry and the audience to which you’re marketing for. Getting up to speed on all these aspects requires a lot of in-depth research, but the investment of time is worth it.
Without a strong knowledge of your client’s world, you can’t hope to create a design that successfully differentiates your client’s business from its closest competitors.
When it comes to logo identity, it’s best to leave the trends to the fashion industry. Trends come and go and the last thing you want to do is invest a large amount of your time and your client’s money in a design that will become dated quickly.
Longevity is key, and a great logo should last for the duration of the business. It might get refined after some time to add a little freshness, but the underlying idea should remain intact.
Aim for individuality
A individual logo is one that can be easily separated from it’s competition. The logo has a unique style that accurately portrays it’s client’s perspective, so how do you create a logo that’s so unique?
The best strategy is to focus initially on a design that is recognisable. Working in only black and white can help you create a more distinctive mark, since contrast emphasises the shape or the idea. Colour really is secondary to the shape and form of your design.
Commit to memory
A iconic design is one that people will remember after just one quick look. For example, think passengers traveling on a bus, looking out the window and noticing a billboard as the bus drives past. Or what about a pedestrian, looking up just as a branded truck drives by. Quite often, one quick glance is all the time you get to make an impression.
But how do you focus on this one element of iconic design?
It sometimes helps to think about the logos that you remember most when you sit down at the drawing table. What is it about them that keeps them ingrained in your memory? It also helps to limit how much time you spend on each sketch idea—try
30 seconds. Otherwise, how can you expect an onlooker to remember it with a quick glance? You want viewers’ experience with your client’s brand identity to be such that the logo is remembered the instant they see it the next time.
As much as you might want to see your work plastered across everywhere, don’t forget your logo may also need to accommodate smaller, and necessary applications, such as clothing labels or favicons. Clients are usually excited about a adaptable logo, since it can save them a substantial amount of money on printing costs, brand implementation meetings, potential redesigns, and more.
Simplicity is key in creating a flexible design. Your logo should ideally work at a minimum size, without any loss of detail. The only way to accomplish this is to keep it simple, which will also help your chances of hitting on a design that is likely to last.
Focus on one thing
Designs that are iconic and stand out from the crowd have just one thing to help them stand out. That’s it. Just one. Not two, or three. You want to leave your client with just one thing to remember about your design. Your client’s customers won’t spend a lot of time studying the logo. Usually, one quick glance, and they’re gone.
The vital key ingredients in your signature dish
We’ve talked about the elements that should be part of your iconic logo. How memorable are these elements for you now? Since they’re not as easy to remember as a brilliant minimal black-and-white design, it might help to do a quick review:
Keep it simple. The simplest solution is often the most effective. Why? Because a simple logo helps meet most of the other requirements of iconic design.
Make it relevant. Any logo you design must be appropriate for the business it identifies. For example, as much as
you might want to use a fun design that makes everyone smile, this approach is not ideal for businesses like the local crematorium.
Incorporate tradition. Trends come and go. With logo identity, the last thing you want is to invest a significant amount of your time and your client’s budget in a design direction that looks dated almost overnight.
Aim for distinction. Begin by focusing on a design that is recognisable. So recognisable, in fact, that just its shape or outline gives it away.
Commit to memory. Usually one quick glance is all the time you get to make an impression, so you want your customer experience to be such that your logo is remembered the instant they see it every time.
Think small. Your design should ideally work at a minimum of around one inch in size without loss of detail so that it can be put to use for many different applications.
Focus on one thing. Incorporate just one feature to help your designs stand out. That’s it. Just one. Not two, three, or four.
Remember rules are made to be broken
By sticking to rules for creating logos, you stand a greater chance of delivering timeless logos that leave your clients wanting more. But can you do more? And do you always need to play by the rules? Keep in mind that rules are made to be broken. It’s up to you to tread a new direction and break through the boundaries to create logos that are a cut above the rest. Whether your results are successful will obviously be open to interpretation, but you’ll learn so much more and so much faster when any potential mistakes are your own, rather than someone else’s.
Laying the groundwork
At some point during the process, you may find yourself educating your client about logo design, but first you must understand your client. Without knowing the finer details of your client’s business, their reasons for seeking a brand identity, and expectations of the process and the final design, you can’t possibly be successful.
Gathering these sort of details takes a significant amount of time, especially when you’re busting to get started on the fun bit — designing. But if you shorten on the time and attention required at this early stage and dive right into the design work, you risk completely missing your client’s mark.
Ironing out jitters
At the onset of just about any design project, you or your client, or sometimes both of you, will likely be feeling some anxiety. That’s because, as any designer with a bit of experience can attest, the client-designer relationship doesn’t always run smoothly.
You need to be careful choosing your clients, in the same way that clients often choose from a number of design agencies. Always remember that you’re being hired because you are the experts. The client should not assume the role of telling you what to do, they should be comfortable simply letting you do what you do best — create iconic brand identities.
If you feel uneasy in any way about your relationship with the client, you should definitely find a way to discuss it with them. There’s nothing like great communication to get a clear sense of what is expected, both on your part and on the part of your client.
Most clients will be anxious about the process of having a brand created for their business. They see ideas as a big risk. So the more in-depth your initial discussions, the more at ease you will make your clients. It may be that it’s their first time working on an identity project, and it’s up to you to show them how smoothly the process can flow.
It’s all in the brief
Understanding your client’s motivations involves a lot more than simply setting minds at ease. We are not mind readers, so a series of specific questions and answers about your client’s needs and desires is the first order of business. You then turn this information into a design brief that reflects the expectations of both you and your client for the project.
The brief plays a very important role in guiding both you and the client to an effective outcome. There may be stumbling blocks that crop up along the way—your client may disagree with a decision you’ve made, for instance. It’s at points like this when you can return to the details of the brief to back up your stance.
That’s not to say you won’t make changes to the design as a result of an disagreement, you want to please your client. But the design brief exists to provide both of you with concrete reasons for making decisions throughout the design process.
There are a number of ways you might gather the information you need from your client: either by telephone, email, video chat, or better yet in person. I find that with clients, it’s useful to pose questions in the form of an online question or email. As opposed to others, I might feel that more face-to-face time is necessary. What matters most is that you’re able to extract as much relevant information as possible, and at the beginning of the process.
Preliminary information to ask:
- The organisation’s name
- Number of years in business
- Number of employees
- The product or service sold
- The challenges faced
- Who the competitors are
You also need to determine who the decision-maker is and whether you will be dealing directly with that person through the project. Dealing with the decision-maker, or the person or committee who has the final say over the company’s brand identity—isn’t as critical during the information-gathering stage as it is when you present your ideas.
When working with larger businesses, it will be likely that your point of contact is the employee, rather than marketing person. This person will help you to gather all the necessary information to be included in the design brief. Later in the process, he most likely will introduce you to the decision-maker or a committee. But for now, the focus is on information gathering.
Asking tougher questions
The crux of a good design brief lies in the questions you ask. Obtaining this information is not difficult. You just have to ask.
What follows are some suggested questions to use as a starting point. Keep in mind, however, as you form your own list, that the needs of each industry and every company vary.
What does your audience care about?
Asking this question not only helps focus about what appeals to your client’s customers, but it also shows that you have an interest in your client’s customers, and not a simple wish to please personal tastes.
How do people learn about your product, organisation,
Knowing how your client reaches out to its customer base will help you picture how and where the new logo will be used.
This knowledge will affect the type of design you suggest and ultimately create.
If the company promotes itself via leaflets
at trade events, you might remind the decision-maker that his multi colour rainbow effect will cost more to produce than, say, a cool grey monotone design.
Having an understanding of the client’s promotional strategies not only allows you to play a role in helping the company stay on track, but also enables you to deliver a cost-effective design that works on many levels.
Why does your audience need a new brand identity?
Your client is forced to articulate why they need a new identity design. Sometimes businesses are reacting to competitors—a rival may have launched a new visual system, for example—and the business wants to respond by doing the same. In this case, encourage your client to proceed slowly and cautiously, and refrain from responding to a gut reaction. The business may have built enormous equity around a strong and longstanding brand identity, so it’s vital not to disregard it entirely and all at once.
What words do you want people to associate with your business?
You may want to suggest a few adjectives, such as “professional,” “creative,” “traditional,” or “modern,” to help get your client started. The replies can direct you towards specific styles of design.
What logos do you think will appeal to your customers, and why?
By switching the focus away from your client’s taste and onto those of the customer, you keep the process aimed at the good of the business as a whole, and not just the personal preference of one person.
How many people are responsible for use of the identity of the brand?
It’s important for your client to keep a tight reign over these of the work you create. An example, you don’t want a low resolution “saved for web” logo file to be enlarged and used on the cover of a printed sales manual. It defeats
the purpose of hiring a specialist. By asking this question, you invite a followup conversation about the importance of brand guidelines. You might even, at some point, offer to create a logo style guide that illustrates for the company how to use, and not use, the design.
Give your client some space and time
These questions should will be enough to get you started. You likely will have more to add, because every industry has its own specific requirements and expectations.
As you pose your set of questions, make sure that you don’t rush the client to answer them. We all appreciate some
space to consider answers in our own time, and you’ll end up gaining more insight, too. Welcome the opportunity to answer seemingly off-topic questions, because at this stage every detail helps.
But always maintain focus
Don’t allow your client to confuse this as a chance to be a dictator; instead find this as an opportunity to really focus on the job, and on the benefits the outcome will achieve. It’s precisely this level of focus that will provide you with all of the information you need to do your job.
The answers you’re provided should spur some ongoing discussion about logo ideas.