A good logo design quickly conveys what your company does, and what sets you apart: It communicates not only the identity of your organization, but the personality with which you conduct your business. In short, your logo design broadcasts what potential customers can expect from you, and sets the tone for how existing customers will be treated.
When properly used, a logo is one of the key points of consistency in how a company deals with its customers, its suppliers, and even its internal staff. As such, the logo will need to be reproduced on a variety of media, at a variety of sizes. Obvious applications include business cards, letterhead, and invoices, but depending on the business the logo might also be applied to hats, uniforms, trucks, billboards, even an airplane. A good logo design is versatile enough to be effective anywhere.
An attractive logo that doesn't quickly communicate your identity is ineffective, because customers won't take the time to sit and study a logo that's complex, confusing, or hard to read. Your logo should be legible enough to say who you are in a fraction of a second in order to do its job.
The more a logo is used, the more customers are aware of it, and can quickly associate the logo with you company. In make making your logo an effective part of your branding strategy, familiarity breeds success.
Because of the many demands that will be put upon a logo, a good design will embody the principles of versatility, legibility, and familiarity.
Logos in History
Historically, logo design evolved from the maker's marks artisans would put on their works to identify their craftsmanship. Eventually, skilled trades began to adopt marks specific to their craft or guild, and in the 16th century, European governments began to establish offices to register and protect these trademarks.
One of the first concerted logo and branding efforts was undertaken in early 20th-century England, when London's fledgling Underground decided to standardize its signage, and adopted the now-familiar roundel that is still one of the most recognizable symbols not only of the transit system, but of London as a whole.
It wasn't until after the second World War, however, that logo design as we know it today became a key element marketing. The effectiveness of IBM's logo popularized the notion of a succinct, quickly recognizable logo, and its central role in a company's identity. Of course, that brought on a wave of logos copycat logos based on three initials. Eventually, the 1960s brought two divergent movements, geometric symbology, and the "name as logo" approach, more commonly known as wordmarks.
Designed to Suit Your Needs
Many agencies that specialize in logo design are known for a specific type. At Tooth & Nail Design, we believe that an effective logo can only from a thorough understanding of your business and the market conditions you face. The logo design we will create for you will be a distillation of what you do as well as what sets you apart. Contact us today, to begin the discussion that will help help us create the perfect logo for you.