Great logo designs look incredibly simple. It’s easy to understand why one could think they are just as easy to create. Understanding how logos are designed is one way we can learn to appreciate logo design.
Branding is very simple. The typical thought process behind branding awareness is a logical progression. It goes something like this:
> A logo is your brand
> Branding is more than just a logo
> A brand is every touchpoint and beyond just design
> A brand is a relationship
Yes, a brand is a relationship. It’s an emotional connection between you and your customer.
How do we build this brand relationship?
A company establishes who they are, what they believe in, how they speak, and what they look like. They then bring that to every interaction, every time. This builds familiarity and trust… which drives loyalty.
A company needs to be authentic in who they are and what they offer. Brand authenticity builds trust which, again, results in a strong long-lasting relationship with customers .
Transactions are without emotion. Beyond the transaction, lies nothing. Features lists mean little when your company can only offer as much as its competitor. Why then, would customers remain loyal to the brand?
What happens when you continue to build the emotional connection beyond the transaction? That’s right! You can reap the long-term relationship benefits you want.
4 Stay the course
Emotional relationships take time and nurturing to build. Have patience.
5 Every interaction is meaningful
Build the relationship through powerful and memorable ongoing interactions, before, during AND after the sale.
Like any relationship, branding develops over time. Be patient. The results may surprise you!
1 Avoid distracting “widows”, “rivers” and “orphans”.
Rivers are a series of word spaces on consecutive lines of type that align more or less one over the other to create the appearance of a visual river in the text. Rivers can be vertical, diagonal, or even curved. They can be hard to ignore and divert your reader’s eyes, competing for needless attention.
A widow is a single word alone on a line at the end of a paragraph.
Orphans are single lines of copy alone at the bottom or top of a page or column.
2 Optimal Type Alignment – Aligned Left, Right, Justified, or Centered?
Justified body copy creates more rivers, undesirable letter- and word-spacing and hyphenation issues. If you must justify, there are a few things you can do to minimize visual disturbances. Adjust the size of margin, decrease the body copy size, or manually hyphenate the text.
Right-aligned and centered are generally not used for body copy. Left-aligned text is just right!
3 Insert only a single space after all punctuation.
4 Avoid underlined text. In today’s world this is a visual cue that the text is a hyperlink. Emphasis can be achieved by using italic or bold.
5 Text longer than a short headline or subhead should never be in all caps. As a rule use upper/lowercase letters.
8 Lines of type should not exceed 52 characters in length, or two alphabets. When lines are too long, readers may lose their place in returning to the next line.
9 For a single-column width – 4.25 inches is ideal and a two-column width can be as narrow as 2 inches.
10 Avoid letterspacing upper/lowercase copy.
11 Create a hierarchy of messaging with your type. Which one or two messages do you want to command the viewer’s attention? Vary their size and weight accordingly and direct the viewer’s eyes.
Read more about Visually Leading Your Viewers With Intent.
Keep these simple rules in your arsenal to ensure your copy is readable and have fun with type!
Why is a strong company brand important?
Aetna has a new logo – the 12th logo in the company’s 157-year history. This is part of their new brand’s “passion for helping people make confident choices and celebrate the equity and tradition of the Aetna name.”
Cigna’s visual brand has been updated – it’s human, it’s happy, it’s green. The new logo depicts how Cigna’s health stewardship allows individuals to blossom and grow.
Heineken is not only a great consumer brand but a corporate overseer of more than 250 beer and cider brands. In this age of brand awareness Heineken has opted for brand differentiation. As a brewer, HEINEKEN is a brand. As a brand, Heineken is a world reknowned beer. They have chosen to differentiate the corporate visual identity from the product visual identity.
Logos based on algorithms are being developed with more frequency. Are these the logos of the future? The following are 3 examples of logos based on algorithms that show out-of-the-box thinking.
Casa da Música logo inspired by buildings architecture
Stefan Sagmeister is a graphic designer who every 7th year takes a one-year sabbatical to rejuvenate and refresh his creative outlook. Kudos to him for doing this sucessfully. After coming off his last sabbatical he developed a logo for Casa da Música. The design came out of its building architecture which in itself is art – so it came naturally as the inspiration. They began with a study of the architecture from 6 angles: west, north, south, east, top and bottom.
One of the most recognized logotypes in the world is changing… IBM.
A quick look at IBMs logo history.