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Logos serve as hallmark of the brand representation. The way a logo is conceived and designed represents the ideology behind the brand’s vision. A high amount of expertise and creativity is needed to seamlessly blend together in order to design a memorable logo. As we know, logos are a powerful tool to make your brand resonate more effectively with the customer, and cognitive psychological research has provided more evidence, which observes that new concepts are easily remembered by the human mind if they are linked to things which the mind already remembers
Memorable logo design takes time to ponder, re-re-re-design and then re-design to make sure the brand representation is unique, the message delivered is correct, the target audience is right, and the logo is appropriate not only today, but for many years to come. Apple has used this very concept to design a logo which has become an instant source of brand recognition, its vision, ideology and the products it sells. The company’s vision was to represent the brand’s inclination for technological innovation, so they used an apple, which is a metaphor for discovery and innovation. The apple is reminiscent of two incidents in history – The first is the discovery of gravitational theory, after an apple fell from a tree and struck Isaac Newton on the head, and second is Alen Turing’s death, which occurred after the father of modern computing inadvertently took a bite of an apple laced with cyanide.
The most successful brand logos have worked because they were off beat, yet simple. For example, the American Airlines logo used between 1968 and 2013 – that’s 45 years – was one of the most iconic logos in the air line industry. At a glance, the elements of the logo itself i.e. the colors, eagle and the typography, seem too simple and minimalistic, and anyone with basic Photoshop skills today can recreate it without a problem. The challenge of course was to design a logo which would stand the test of time and provide unique and instantaneous representation of the corporate brand. The AA logo is a perfect example of a powerful corporate logo.
Easier said than done, logo designing is a tedious process, but it becomes relatively easier if the process is broken down into simpler goals that will help a company achieve its goal of creating a memorable logo.
Here is a basic checklist every graphic designer can follow:
You can come with up with 50 basic designs, so later you can shortlist the best 5, but it’s not a magical number. Good designers are known to present just one concept to the company they are working for. That said having more than one concept on the drawing board does provide you with more options to cover different perspectives.
In the end, what is to decide if the logo is a run-of-the-mill type or a memorable one? The answer is simple: A good brand logo is timeless, sustains recollection, and communicates the intended message so much so that the customers want to become a part of the brand story.
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