Greek signature seals, fifth century B.C. Affluent Greek citizens used these molded stamps to sign or endorse documents.
As Holmes continues to offer more to our clients, we have noticed an increase in “rebrand demand” and have recently evaluated the best ways to approach this exciting challenge.
In Smashing Magazine article, The Evolution of The Logo, author Dan Redding gives a powerful look into the significance of logo design, and why it is so crucial to get it right.
“The history of logo design begins with the roots of human expression. In fact, the fundamental power of symbols remains most important element of logo design. A logo has meaning because it draws on centuries of signs and symbols (including the alphabet) in human literary and visual language. A logo designer who uses an image of an apple, for example, is drawing on centuries of potent symbolic usage. For most Western viewers, the image of an apple summons our associations with nature, food, the ‘forbidden fruit’ in the Garden of Eden, Snow White, Apple computers, etc. To design a logo with symbolic resonance is to participate in the lineage of social dialogue.”
(To view the entire article, visit: http://www.smashingmagazine.com/2010/07/06/the-evolution-of-the-logo/)
Creating an effective logo for a client or yourself requires a great deal of research and thought before a pencil even touches a sketchpad. There are three elements you should focus on as your ideas begin to develop. The first of these is the icon, which should associate the company with an industry or ideal that best represents them. Brands can often be recognized and promoted by the icon alone, so it should be powerful. The second is the company name, which is vital, as the name used in the logo is what consumers will call the company. This is also where you can display more of the company personality and purpose with the typography used for the name. The final element in the logo design is the color scheme. While the colors help create the initial impact, the logo should be just as functional in black and white or one color, due to the variety of applications it will be used in.
The same analysis of elements applies when you are altering an existing brand. Little Debbie (McKee Foods) recently made modifications to their wholesome, well-known logo after spending a year evaluating 16 different variations. When Holmes rebranded in 2011, the process spanned from April through September. We don’t always have as much time to develop identities for our clients, but we apply the same creative techniques and go through the same rigorous process to ensure successful results. We love when we get an opportunity to create or modify branding because it is brainstorming and collaboration at it’s best. The end product is often applied in so many ways that both Holmes and our clients feel very rewarded for the time and efforts of everyone involved.
As you explore the creative process, remember that the function of the logo is to leave an unmistakable, lasting impression in an instant. The design should be simple, versatile, memorable, appropriate and timeless. A great example of a company with a timeless logo is Coca Cola. As you can see in the chart below, Coca Cola and its main competitor, Pepsi Cola have taken different approaches since their first identities in the late 19th century.
Because of the brand consistency Coca Cola has demonstrated for over a century, their logo is even recognizable in other languages, shown here.
Logos are truly everywhere. There are even apps called “Logo Quiz” that have made a game out of logo recognition. Achieving that sort of identification for an organization does not happen overnight, but a well-designed logo is the foundation for building an influential brand. Having the opportunity to play a role in decision making for a company’s logo and brand is a privilege. Using these tips and tools, Holmes is moving forward with impressive results. Watch for our special feature “Client Spotlight” blogs to see what we have created!
For more information about logo design, visit:
MTV Logo Design Story – http://www.frankolinsky.com/logos1.html