What is a logo and what's its purpose?

A logo is simply a unique symbol or mark used to identify and distinguish between businesses, products and services within the same market space. The sole purpose of a logo is to identify. It is to propel an instant recognition of whatever it represents. Anything that falls outside the perimeters of this is considered ineffective to serve as a logo.

Can any designer design a logo?

Yes and No. Yes because graphic designers use one design software or the other and utilizing these softwares, they can create illustrations of all sorts.  And even though a logo is an illustration, not all illustrations can serve as a logo.

No because Logo Design is a unique design discipline with it’s own set of rules and principles which have to be mastered overtime.

What makes a logo designer is not the ability to use design softwares (though necessary) but the knowledge of principles, rules and tricks that drive home recognition in form of usage of shapes, colors, lines and other design elements.

 That an illustration looks good doesn't qualify it to serve as a logo.

What is a logo designers creed?

Recognition! This should be at core of the logo designers mind. It is what should drive his design decisions in every step of his design process.  The logo designer is paid to solve the recognition/identification problem of companies, businesses etc. because every business/company wants to be distinct, easily seen and identified by their target market.

What should an ideal logo look like?

There is no set formula to follow neither is there any ideal solution as each Identity design project poses a unique problem to be solved. Also, the requirements and details of every creative brief differs so the solutions will always differ. But with a good design process, moderate timeline and working with the objectives of the clients brief, the designer will almost always come up with an optimal solution.

This is because trends come and they go. They are never constant and going with them will disrupt the process of building a strong brand equity overtime.

What makes a logo effective?

    1.  It must be recognizable.
      Easy recognition is the primary aim and for this to be achieved, it must possess some other attributes listed below.


    1. It must be simple.
      Simplicity is a means to an end. Keeping the logo simple makes the logo easier to recognize. Talking of simplicity, one of the core rules to developing an effective logo is to ensure that the logo has just one unique feature to stand out as it’s recognizable element.


    1. It must be versatile.
      Versatility in the sense that it still retains its major details when used in large applications such as billboards and in small applications like clothe tags and website favicon. It also extends to the logos ability to be used in horizontal and vertical layouts without breaking and to be printed in just one color.


  1. It must be relevant.
    An effective logo must be relevant as well to the clients target audience.

Some designers have a misconception that creating illustrations using trendy design techniques is what makes a logo. It is not about creating cool illustrations even though logos ought to have a form of visual balance regardless of the form they take. That an illustration looks good doesn’t automatically qualify it to serve as a logo. An illustration can be so good but be totally ineffective as far as logo is concerned. “When purpose isn’t known, abuse is inevitable”. This saying stands true in logo design in that once the logo designer takes his/her mind off the sole purpose of a logo being recognition, the end result no matter how cool it looks would be ineffective.

What role does trend have to play in logo design?

None. This should be avoided except on the clients request. Even at that, it is the logo designers position to educate the client about the downsides of creating an identity just to keep up with trends. This is because trends come and they go. They are never constant and going with them will disrupt the process of building a strong brand equity overtime. Also, the clients target audience will be constantly on the edge having to adapt and adjust to the changes to the identity which can affect customer loyalty a great deal.

In concluding,

These are a few things we had to really get right along the way on our career paths as Identity Designers and they have helped a great deal in really getting to understand what really counts in developing visual identities.

Let us know what you think in the comment section below

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