Design Time: What Makes a Great Logo?
I recently sat down with two of One Step’s graphic designers, Danielle and Lorena, to talk about logos. As creative graphic designers, these ladies regularly create completely custom logos for real estate agents and small business owners.
Brianna: What sorts of questions do you ask clients when you design a logo for them?
Lorena: First, we determine what message they want to center their brand around. For real estate agents, we ask if they want their brand to focus on their personal identity and their name, or if they want it to focus the community where they do business. For small business owners, we ask if the brand should center around a certain type of product or service.
Danielle: Afterwards, we ask about what type of look they want. Do they want something frilly and scripty or would they prefer something more modern and minimalist? Are there specific colors, fonts or images they want to use? Also, just knowing the business owner, their personality and the culture of their company helps us come up with a logo that clearly communicates what they are all about.
Brianna: Are there different types of logos?
Lorena: There are thousands of different types of great logos. But generally speaking, there are logos with just text (like Coca-Cola), logos that have just an image (like Nike) and logos with both (like BMW). Many real estate agents have text based logos that use their names or their initials.
Brianna: I know there are lots of different logos and specific things that make a good logo. But generally speaking, what makes an effective business logo?
Danielle. When it comes to logo design, simplicity is key. The logo needs to be easy to remember and easy to understand. If it’s to complicated or cluttered, people will simply ignore it. Look at the Chanel logo. It’s one of the most recognizable logos in the world, but its simply to “c’s” back to back. Simple but powerful.
Brianna: Why are logos important to brand creation?
Danielle: Its the most recognizable element of a brand. The logo really creates a visual identity that is easily recognizable. When people see logos, they immediately know what person or company is associated with logos. That’s not something you can accomplish with just colors and text.
Brianna: What if someone wants to change their logo? How would you advise them?
Danielle: That depends on the client and their business. If their logo is already identifiable and closely associated with their business, then its probably best to keep the logo the same.
Lorena: True, although in some cases, even if the logo is well known, it might be a good idea to modernize it. You can change just certain elements of the brand so that it generally looks the same, but is a little more modern. Its important to keep a logo design relevant to the company and to the audience the company is targeting. If the company and the audience change, then sometimes the logo needs to change as well.
If you’d like Danielle or Lorena to design a logo for you, send an email to info@onestepservices or call 949-587-5301. They create every brand and logo to be completely custom so it best represents YOU and YOUR BUSINESS, not anybody else.