3 Essentials for Designing Influential Logos

1. What do you want people to see?

Many clients like to jump into the action of designing logos immediately. They start sketching, show their google searches of what they like and dislike. Unfortunately because people tend to be conditioned by what they have seen, their preferences tend to be rather generic or an outright copy of another company's logo.This limits the possibilities of creating something meaningful and unique.

A great logo comes from identifying a meaningful purpose so asking the right questions matter. When we involve the company in a thoughtful exercise to understand why they exist, what value do they create, their role in industry and the world at large, it gives us a rich canvas of keywords and ideas setting the stage for something powerful and effective.

 

2. Designing a Suggestive Sequence

Many people place a lot of expectations on a logo so it ends up becoming a detailed artwork which limits imagination. Instead a great logo is a suggestive symbol capable of inviting your audience to discover and desire (Apple's logo evolution from trying to say everything at the beginning to eventually adopting something clear and simple is a great example). Sadly few logos pique our interest or even look desirable. Just look at the different logos on display in Linkedin.

A logo never work alone as it will have other tools like namecards, ads and website to help reinforce your message so don't overdo it. At the same time, keep a lookout on how your logo will stand out versus the competition in terms of colours, shapes and typeface. All these factors make designing a logo, a highly intellectual exercise. But it's worth it because a well-designed logo is like a great visual elevator’s pitch.

 

3. Teach them to see what you see

Ultimately, a logo cannot speak for itself, it needs a sustained process of education. So the rationale of the logo has to be communicated to everyone. At every possible encounter, find new ways to express the logo in unique ways and trigger engagement.

Logos have to be managed well just like how you would respect any national or religious symbol. We found that when companies have a process of governing the use of their logos, their customers will do the same too.

 

Are you about to design a new logo?

What are your thoughts, and what inspires you? Share your thoughts in the comments section below or email us at info@fordmovies.com

 

Need help with designing an influential logo?

Since 2008, we have designed countless logos for businesses and organisations in over 18 cities in the world.