Three Logo Categories

The discipline of logo design is boundless in its creative possibilities. A logo designer can choose from a host of different techniques and styles to achieve the desired goal. When you're starting out, though, it's helpful to think about the main categories of logo design that can be used independently or combined within one design.

Typographic Logos

Typographic logosjust typeare the most common logos, since they can be quick to assemble. It's a straightforward way of defining a company. But don't be fooled into thinking that a typographic logo is easy to do well. An expert handling of typography is required to create a readable, memorable, personable mark. Often a typographic logo is a starting point for the addition of descriptive or symbolic elements.

Figure 7.11. ANGEL Learning developed this balanced typographical identity for its product, an online course management system.

Descriptive Logos

Descriptive logos draw a direct correlation between their visual message and their owner's products or services. The logo can represent a product, demonstrate an area of expertise, and/or define the cause or mission of the organization. Broadly speaking, a descriptive logo says "Here's what we do." It follows that any symbol used to define the purpose of an organization must be handled with care.

Figure 7.12. A descriptive logo for MultiMed Solutions illustrates what the company does.

Figure 7.13. Without the cell phone icon, would you know that the CareText company provides a phone text service?

Symbolic Logos

Symbolic logos incorporate a figurative element into the overall design. These symbols play off an intangible or abstract theme that relates to the company or organization's overall business or purpose. Broadly speaking, the combination of type and logo says "Here's what we stand for."

Figure 7.14. The Worldwide Studios logo uses a compass to depict a company that navigates global priorities.

Figure 7.15. The I-silver logo uses a circle to represent Earth and file-loading symbols to represent Internet technology.

Inside the Design Process

If you're hoping to take on professional logo design projects, you'll need to develop a design process with latitude for creativity and room for multiple rounds of interaction with and feedback from the client.

Remember, you're designing a logo or visual identity that meets the needs of a company and its customersnot to suit your own creative whims! You must be prepared to set up plenty of client meetings, ask lots of intelligent questions, and steel yourself for a few twists and turns as you present your work at each stage along the way.

This section has some thoughts on the logo designer's approach to projects. The design process is typically structured in three steps, for sanity 's sake. I'll also offer some insights on getting your projects off the ground.

Figure 7.16. One-of-a-kind product, one-of-a-kind logo. The visual identity for Shawnimals uses off-center typography and an illustration of a handmade stuffed animal to convey the nature of its product.

Figure 7.17. This nicely descriptive Sewing Stars logo also looks handmade, as befits an arts and crafts company.

Three Steps to Success

1.	Expansion and evolution. Got a client? Then get to know the client's business and determine his or her needs. Evolve your design, brainstorming a wide range of possible design solutions. Schedule your project and price it appropriately.
2.	Contraction and definition. Present your visual ideas to the client, and use the client's feedback to narrow options to a few leading designs. Hone the artwork to address such key issues as legibility, simplicity, and typography. Look for a solution that is easy to read, simple enough to grasp at a glance, and supported by appropriate typography.
3.	Finalization and presentation. Present your final designs confidently, and handle client feedback in a professional manner that moves the project forward, not backward. Final changes often occur at this stage. Then make a polished presentation of the final work and give the client art specifications for implementing the design.

Flylib.com

Category list

Similar pages

Three Logo Categories