What makes a good Logo?
Case Study - CristinaWellness:
A logo can tell so much, starting from the industry it is representing and ending with emotional expectations promised by the product it stands for. A good logo is the right formula towards achieving the desired first impression. The process of logo creation shouldn’t be underestimated, which at the same time doesn’t necessarily mean that the concept process should be long, excessive, expensive or too much effort-reliant.
If you are familiar to consumer phycology, industry related colors & correlations or maybe FengShui branding; then you are able to come up with a relevant logo quite fast.
If that seems quite messy to you, then let’s do a constructive analysis of existing logos, brands, concepts.
- Have you ever noticed the way premium brands are representing themselves?
For instance, the majority of cosmetic brands have got black or gold elegant text fonts (L’oreal, MAC, Yves Saint Laurent, Maybelline, Lancôme, Dior, Chanel …) Most of luxury brands use black, gold, dark red and other dark colors to communicate a “premium/exclusive” product.
They do that just because, we as consumers have got automated correlations already preinstalled in our subconscious mind. You have definitely not seen lots of cosmetic brands being yellow or orange, have you? However brands related to travelling, communication, connection (eg: Easy Jet, Vueling, Ryan Air, Orange, DHL etc.) have got a lot of yellow logos. Because yellow stands for: communication, team, group… And this color-concept is preinstalled in our mind even if we may not observe it at the first glimpse.
We do have intuitive logo correlations which start with small details such as colors, fonts, patterns etc. If we take the color correlations, we’ll see that different color pallets are associated with different type of industries. As for instance:
Color Pallets used in different industries:
blue, white with wavy design as it is instinctively related to water/cleansing.
Real Estate/Construction Company: :
black, brown, green, gold, yellow – colors which are related to Earth
grey, dark blue, silver which is directly associated with the technology sector
Low cost air Flight companies:
notice the type of blue or yellow they use? Let’s say Ryanair, the type of "blue" is definitely different from upper class brands, being not so “eye-pleasant”
Besides colors, there are many other details in the process of logo creation like:
- text fonts (modern, fancy, elegant, script etc.)
- textures (thing, light, 3d, metal etc.)
- elements (soft, deep, thick) …
This can be an ongoing analysis. The most important here is to realize that Logos are definitely having a big influence on consumer’s perception and decision-making process. And the IDEAL LOGO would be the one that any person is able to pick up within seconds.
So if you already have a logo or a logo sketch, you can try showing it to 20 people, and if at least 80% is able to pick up the industry and the product of your logo then you are on the right path.
The next step is being able to portray the type of emotional promise your product is delivering. Remember the “premium brands”? If you want to convey that you deliver a friendly, personal customer service – it should be seen through your logo; if you deliver premium products – it should be seen through your logo, if you deliver affordable and good quality services – it should be seen through your logo…
Personally, I have got a good visual memory and I catch up logos everywhere. Instinctively, I also make correlations with the products they may be offering. And many times I am shocked to see logos that are definitely not related to type of businesses they are representing. As for instance, nowadays it is very common to make modern, 3d Logos that are more used for technology/start-up ideas… I’ve seen a similar logo representing a fish restaurant. Luckily the restaurant owner has changed this logo after 1.5 years passed… Is it by chance or not but from an empty restaurant it turned to a very busy one.
Here is an example of Logo sketching recently made for my client.
Logos are definitely having a big influence on consumer’s perceptions and decision-making process. And the IDEAL LOGO would be the one that any person is able to pick up within seconds.
Cristina who is a Massage Therapist and Aesthetician, founder @CristinaWellnes, wanted the two letters of her business name to stand out (C&W), she had envisioned an elegant logo with cappuccino and calm color preferences. She also showed me some examples that she liked (similar to examples presented under Nr.1 Sketches)
Industry: Massage & Beauty
Branding: Elegant, Calm, Delicate, Soft
Sketching the Logo:
Depending on the client’s vision (whether it is a clear one or flexible), I am sketching several different logo concepts that should portray very well the client’s industry and their product/service.
So I’ve sketched several logos similar to what Cristina showed me (Nr.1 a-e). My personal opinion was that these type of logos were more related to the fashion industry rather than the wellness industry that she is in. So the second step is sketching logos that match the client’s preferences and the right branding for that industry.
It is normal that clients may not even know what they will really like. So, my objective is to match their vision with new elements that they don’t expect but at the end they may fall in love with. And of course, these elements should make the perfect logo that is depictable within seconds.
As you can see, 4 other type of logo were sketched.
- I used wavy elements in examples under Nr. 2 and 3 to portray the wellness/cleansing industry
- Even if Cristina told me that she likes brown/cappuccino colors, I also offered her other examples of color pallets to identify what she likes the best.
- Example under Nr.4 also included her “letters concept” but presented a different element structure that is also related to the wellness industry. The circle and leaves are showing the growth/rejuvenation moment of the wellness market.
- Example under Nr.5 had a zen element with no letters included. This was an additional logo that is definetly depicting the type of industry (wellness) and was made with the intention of understanding if the ‘letter preferance’ is really essential to Cristina.
Choosing the Logo:
Cristina agreed that her initial concepts presented in the examples under Nr.1 were not as catchy and relevant as the other concepts. She was choosing between 2a and 4b and she finally decided to go for 4b, sticking to the gold color and not cappuccino as her initial preference.
This example shows that a graphic designer should take into consideration the client’s initial preferences but also give alternative options relevant to the market/service/industry.
All of the logos presented to Cristina would work within her industry. At 7thSenseStudio we do not present any sketches that would not be of a good fit in terms of marketing. As for instance, if the logo had and orange colour, this would definitely not fit with our branding objective. The ultimate purpose is to give any option that would work out quite well, so that the client can choose any logo he really falls in love with.
Summing up, logos may not be essential to the success of a business but they are definitely playing a major role in making up first impression, in catching attention and ultimately bringing new clients. Then why should you miss this chance? It’s better to come up with the right logo!
And if you need help with that, you can always contact me at 7thSenseStudio.
“A good logo is the right formula towardsachieving the desired first impression.”
“Logos are definitely having a big influence on consumer’s perceptions and decision-making process. And the IDEAL LOGO would be the one that any person is able to pick up within seconds.”
“We do have intuitive logo correlations which start with small details such as colors, fonts, patterns etc. If we take the color correlations, we’ll see that different color pallets are associated with different type of industries..”
“So, my objective is to match their vision with new elements that they don’t expect but at the end they may fall in love with.”
“These elements should make the perfect logo that is depictable within seconds.”
” Logo may not be essential to the success of a business but they are definitely playing a major role in making up the first impression, in catching attention and ultimately bringing new clients. “