logo

Logo

The logo is one of the most important elements of a company's identity system. First you need to start with the name of the company (which we discussed earlier) and then select the typography and color both of which are covered in earlier articles.

As designers we have to clearly understand the exact message that the company is trying to convey and stay true to that message.

Your logo should:

communicate the essence of the company
be distinct and different from competitors
provide clear identification
work in all media and sizes
be consistent but flexible
have sustainability

Different Media

You need to create a logo that will work in all media and a variety of sizes. You need to be sure that it will be easy to read on an envelope and work well on a large screen television for advertisements. It should lend itself to: stationary, business cards, signage, advertisements and interactive media.






Duffy and Partners - a Branded Experience: The Bahamas

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Consistent but Flexible

Consistent but flexible is almost a contradiction in terms but what I mean is that for the most part remain consistent but allow for some flexibility for different media. In the past companies were very rigid when it came to how their logo was displayed, if it contained a mark and a logotype they always had to be displayed together, now some companies have added more flexibility they can displayed separately. In some cases there are other differences that are allowed as long a the logo keeps it integrity. 

The main sign for the San Francisco Zoo is not exactly the same as their logo.

In the brochure, bags and the background for the letter heading for the Bahamas, above, the mark has been used as decoration.

 

 

Most companies create logo usage guideline to specify how and when their logo can be used.
Below are links to guidelines for the following companies:

Lynda.com
UpNp
Microsoft
Energy Star
Industral Scientific

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Sustainability

Sustainability is probably going to be harder to achieve because we are all influenced by current ideas and styles. While keeping the logo fresh and up-to-day we need to make sure that we are not too influenced by current trends which may seem dated in a couple of years.

 

This said it is almost impossible to create a logo that will not need to evolve over time. All of the major corporations that have been around for a while have made changes to their logo.

As you can see with the Pepsi Cola logo there is a radical difference since its inception.

 

Pepsi provides an interesting history of its logo and brand.






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