Rustam K. Lead Designer

How to create the right logo?

The human mind is organized in such a way that it can build logical chains, make associative sequences and analyze the information to draw certain conclusions. At a subconscious level, we perceive different shades of color, shapes, symbols. For this reason it is extremely important to make sure that when you look at the logo of your company, people do not have negative emotions - only joy, trust and desire to contact you.

It’s not easy to achieve such a result, because the creation of a logo is not an easy process as it seems at a first glance. Launch Photoshop, draw something and present this "something" - as an extraordinarily talented creation. No, that approach is unacceptable. But let's not get ahead of ourselves, but consider the problem step by step.

First, let's look at the situation from the client's perspective. He knows that he needs a logo. Perhaps visually represents some of its components features, but to translate the idea into reality independently isn't an option. He appeals to a specialized company, where at the initial stage communicates with the manager. He listens carefully to the wishes, trying not to miss important points. After that, with a sense that the mountain is off his shoulders, the client goes about his business, being confident that he was understood to 100%. At this time, the manager (a real expert in his business, not a second-day intern) starts to formulate the terms of reference. Developers will understand it as accurately as possible only if the requirements are set out in clear language. To do this, the manager must be versed in design terminology in order to accurately convey the preferences of the customer. The more correctly the task is set, the higher the probability that the work will be done on time and will be accepted by the client from the first attempt.

Let's start

The development of a logo should be the first task of any ambitious company. Without it, it is extremely difficult to achieve your goals, no matter what scale they are within. If you take a look at the Internet Brand Stories section, you'll see that the logo has played a huge role in the rise of corporations with multi-billion dollar profits today. But the client's ideas of what the logo should look like and the way the designers interpreted their wishes may not match. To minimize the likelihood of such disappointment there are three rules for creating a good logo.

Rule 1

The concept of beauty is highly subjective. Therefore, if the client says he wants a beautiful logo, it is time to ask a number of qualifying questions. For some people beauty is fluttering butterflies in color, for others the strict laconicism of chrome parts. So how to understand: what is beautiful and what is not? Let's make an analogy - most of us are able, without any difficulty, to distinguish the cold from the hot, so try to do the same with the beautiful / ugly. Development of corporate identity and the overall concept of the future logo should not cause rejection. It should be harmonious, with elements located strictly on certain places. Sounds very vague, doesn't it? But there are two other rules!

Rule 2

Sometimes we do not understand why this or that image attracts the eyes. Of course if you look deeper into psychology you can find an explanation, but to make it easy to understand. Let’s take Apple as the example, the logo of this global brand is a bitten apple. Although, why do you need to be reminded of it, everyone is well aware of how the logo of this firm looks like. And why do we remember? Because an apple is a fruit, familiar to everyone, with a simple shape and a bright twist - a bite! Summarizing the above, we conclude that the logo should be simple and memorable.

Rule 3

Returning to our favorite example, let's pay attention to another fact - the name Apple means... well... apple. So it's logical that the logo shows this fruit, but not, for example, a pineapple.

These rules are good because they are universal. They should be read by both the customer and the artists. After all, only coordinated work will help to get a result that meets all the requirements put forward and serves as an effective business tool, including in the further search engine optimization of the site.

The conclusion is that the logo should speak. There doesn't have to be a connection between the name and the logo, variations in tandem with the scope of the organization are possible. In an effort to make the meaning of the logo it is crucial not to overdo it, otherwise the result may not be an effective element of corporate identity.


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