Articles & Tutorials by Scratchmedia, London web designers London web designers

 A name, symbol or trademark of a company or organization  Text  Illustration with company’s name on or around the illustration  Symbol  A combination of the above  Goal is to project the company’s intended image

 People process an image more readily than words alone.  Simple and direct  Give brand name recognition and add visual appeal

 Text Logos—different fonts convey different impressions on the audience  Thick font—strength and power  Script font—elegance and austerity  Slanted typeface—conveys movement

 Symbol Logos—use an image to convey an actual or abstract representation of a business  Less Direct  Take on a company name  Entirely new symbolic meaning—Nike swoosh, McDonalds golden arches

 A brief amount of text can compliment and clarify the symbol

 Financial or legal institution—conservative in design and color (navy, maroon, dark teal)  Artist or design company—more abstract, contemporary

 People process an image in their mind more readily than words alone  Easier to resize and recolor for various design purposes  Need various logo sizes  Need a web version (72 ppi)  Need a print version (300 ppi)  A black-and-white version  A color version

 When people see your logo, you want them to think of your company and no one else!  Important not to violate any copyrights or trademarks of other companies.  A logo is one of the simplest ways to make a brand name recognition impact.

 In order for a logo to be visually effective, it must exhibit certain related fundamental design characteristics:  Shape—recognizable Shape  Presence—fills available space Presence  Weight—bold Weight  Contrast—distinct edges Contrast This article describes how to employ these simple characteristics to create a strong logo, using real-world examples.

 A distinctive logo (or icon) has a recognizable shape, so that it is still recognizable from its outline. Your brain loves to use shape to identify things, because it can do it very quickly. (Note: this is also the main reason why white space is important).  What gives a logo distinctiveness? The outline should be simple, but not too simple, and clear. Also, meaningful elements should be clearly differentiated, with the use of white space where required.  Try the squint test on the following logos...

No matter how you treat the Apple logo, its strong outline shape is unmistakable.

Lotus's unique shape works very well, set in a circle of contrasting color. The other meaningful shapes (word and letter- form) fit nicely inside the shape, with just enough clear space to keep the elements sharp.

At small scale, this logo fails in several ways. One problem is that the shape is made of a combination of thick and thin elements. On the squint test, thinner elements are the first to disappear, so the remaining shape has to be bold and clear. This shape is not bold enough, due to: a lack of 'integrity in a solid form; insufficient white space between elements; drop shadow adding visual 'dirt'.

This logo also has inconsistent weight, employing thick and very thin sections together. Ignoring those, the remaining central shape is nondescript. The image is too busy, made up of several adjacent planes that don't have enough contrast to carry weight.

Your logo has good presence if it fills much of the available space with shapes that carry meaning (e.g. words, recognizable symbols). This makes it bolder and clearer, and hence more recognizable. The more space you fill with elements that don't either help recognition or add meaning, the less presence your logo will have.

See how much of the rectangles they occupy are filled by these 2 logos. The City Hall records logo is even bigger than its bounds.

The words make up very little of this logo, only around 13% of the area. The ellipse shape is very common, and unrecognizable on its own. Note how the font used is too bold to be clear to read. The only strength of this logo is its bold color.

The key elements "FTL" are too weak to draw the focus. The FTL letters are lacking white space to differentiate them and suggest that they are significant. The strongest forms are the spiral line and the dark oval, but neither is meaningful.

 Good weight means that a logo (or icon or logotype) does not rely on fine (slim or light) features in order to be recognizable. If a logo is bold, it can be effective in more environments. The best logos have a weight of presence are recognizable when viewed alongside other strong images.

 The use of color is vital to getting a clear, bold logo or icon. Too many colors, gradients, 3-d effects and complex patterns can be detrimental to your logo's weight.  Tip: Try to use as few different colors as possible. Remember, the more colors a logo has, the harder it is to reproduce in different formats.  Tip: Avoid gratuitous 3-D effects - your logo must work without them.

In IBM's logo, the horizontal lines are a secondary feature to the main shape. The logo is still recognizable without them.

 Strong weight, color and shape make Dell's logo recognizable.

 The text is way too light, as is the other visual clue (the palette shape). The 3-d emboss effect on the text also reduces contrast and readability. What has a farm got to do with a painter's palette?

 Contrast aids shape-recognition by making the edges between elements clearer. Good logos (and icons) have lots of contrast on the edges of meaningful visual elements.  The squint test is great for checking contrast. Also consider that users may be colorblind. Another helpful test is to try desaturating your logo in a graphics application, and check whether it is still clear and recognizable.

 (See also all good logos above). The RockShox logo uses both color-on-white and inverse (light-on-dark) contrast together, to good effect. Great presence and strong colors make this impactful and highly recognizable.

 The McDonald's logo has less tonal contrast, but the perceived contrast between strong, flat colors makes the shapes clear. Note the clear space around the text.

 The logo shape behind the text is too light to see clearly. Also, the important "venture capital" text is too weak in light grey. On the squint test, you are quickly left with only the strong single word "Mobius", which may not be meaningful.

 Text has too little edge contrast, as it's less bright than the highlight from the 3d effect.  Text is too thin for so little contrast against background.

 The End