DESIGN MANAGEMENT

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LOGO DESIGN

These days it seems the whole world designs logos starting from 5 US$.

However, clients wonder why some brands are more famous than others.

Or why some brands sell more than others.

 

Is that due to the logo?

What is the secret why some brands perform better than other?

 

Firstly, the logo is not the brand. 1000 times not.

 

Do you need a logo?

Yes, you do.

 

What kind of logo?

That depends on the purpose and essence of your brand.

 

We believe that companies that design their logo in 24 hours, for a few USD, seem to miss the point of what is branding.

Sorry.

 

Of course, firstly you need to register a tradename or brand name. That takes 9-12 months and longer in some countries.

 

Types of logos:
  • Monogram logos (or letter marks)
  • Wordmarks (or logotypes)
  • Pictorial marks (or logo symbols)
  • Abstract logo marks
  • Mascots
  • The combination mark
  • The emblem

 

Read more about logos here:

https://www.logocrisp.com/blog/types-of-logos/

 

How to choose the right logo?

Orange Branding helps you select the right logotype based on:

  • Brand strategy
  • Delivery time
  • Budget
  • Client team capability to execute
  • Purpose of the brand
  • Identity objectives
  • Brand story
  • Where the logo should be applied on

 

For example: did you know the story behind the FEDEX logo and the little arrow?

Read more on that here

http://logostories.com/fedex-logo-story/

Logo trends

Then there are somewhat called trends in logo design.

For 2020 that is:

  • Animated Cartoon Logos
  • Animated Black and White Logos
  • Creative Letter Logos
  • Simple Geometric Shape Logos – Minimalism
  • Gradient Logos
  • Retro Style Logos
  • Metal / Engraved Logos
  • Custom Fonts / Logotypes
  • 3D and Isometric Logos
  • Semi-transparent Shapes in Logos

 

However, we believe keeping a logo

  • Simple,
  • Flat,
  • Badgeble
  • One colour

Will often do, as most clients do not have the teams and expertise to make variations and artwork to create an identity around the logo.

 

Famous logo designers

One famous US logo designer is Michael Beirut, who wrote this about logos:

The logo is the simplest form of graphic communication. In essence, it is a signature, a way to say, “This is me.” The illiterate’s scrawled X is a kind of logo, just as much as the calligraphic flourishes we associate with Queen Elizabeth or John Hancock. So are the peace sign and the swastika. And so, of course, are the graphic marks that represent Coca-Cola, Nike, McDonald’s and Apple.

 

About Michael Beirut

Michael Bierut is one of the leading American graphic designers, design critic and educator. At Vignelli Associates, he was the vice president of graphic design. He also served as a senior critic at the Yale School of Art.

 

Quotes of Michael Beirut you find here

https://www.azquotes.com/author/27978-Michael_Bierut

https://99percentinvisible.org/episode/negative-space-logo-design-michael-bierut/

 

Links

https://www.feedough.com/types-of-logos/

https://www.logocrisp.com/blog/types-of-logos/

http://logostories.com/

https://www.creativebloq.com/features/best-logos

https://graphicmama.com/blog/logo-design-trends-2020/

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