By: Isabel Freedman
Creating a logo can be a long and difficult process, and there are five essential elements to be wary of while you are creating your logo. If you want to convey the right message to your target audience, the combination of these five design elements will be beneficial for the finished logo design.
Symbols are one of the most powerful elements to a logo design. Symbols can speak volumes about a company, who they are, what they do and what they are associated with. Symbols are able to tell a story when they are combined with other graphic elements. If a symbol is used correctly, it can stand for something more than just the company name. However, if it is used incorrectly, it can be a misrepresentation of the company as a whole, and should be avoided at all costs. For example, the Target symbol conveys the message of right on the mark, precise and achievement.
Words choice may be an obvious element to a logo design, but they communicate and clarify the logo itself. Some companies choose to use visual logos, brand name logos or a combination of both. For example, Samsung’s logo consists only of the brand name, while Apple relies on a visual for their logo. Some companies use both a visual logo and the brand name, such as the Nike.
Font choice in a logo can send out a variety of messages. Certain fonts can scream sophistication and power, while other fonts will send out a youthful and friendly message. Serif fonts tend to be associated with tradition, comfort, respect and reliability. Sans serif fonts send out a clean, modern, stable and objective message. Other font styles such as Modern or Script can convey certain emotional responses as well.
Color is one of the first elements of design that we will register when we see an image. When a certain color is associated with a brand, such as Tiffany blue, it is likely that we will always associate the color with the brand, and it will catch our attention. Colors have the ability to evoke certain emotions from us, and it is important to find a color that will convey the right message to the intended audience. If a Spa were to use the color red in their logo, they should be careful of the exact shade that they use. People go to the Spa to have a calm and relaxing experience, and a bold red color does not convey that kind of message. The color blue may be a better choice for this kind of logo.