The ups and downs of logo design...

What is a logo?

A logo is a graphic representation of a product, company or organisation. A logo can be made up of symbols, letters and graphics. A logo does not have to be a literal interpretation of what it represents. McDonald's sells fast foods, but there is no representation of food in its logo. Shell is an international oil and petrochemical company, but there is no representation of oil in its logo. A good logo is simple and memorable.

Iconic golden arches

Simple but instantly recognisable

A logo also needs to work in a variety of different sizes, and on different media. What may look good on paper, may not work at all on a smartphone screen! Whilst colour is important, a logo also needs to work in black and white. If elements of the logo work in colour, but merge into a single solid in black and white, then the design has failed. Logos should first be designed in black and white, then colour added later.

Works fine in black and white

Works fine in colour and different sizes

How to get it wrong!

A common mistake in our ever changing technological world, is the use of clip-art, or on-line logo generators to create a logo. OK so its easy and cheap! And that's what everyone else who used the same method thought! A logo needs to stand out from the competition, not just be the same as all the rest. Such methods do not make a product or organisation look professional - it does the complete opposite - effectively saying "I'm cheap!"

Unfortunately, you get what you pay for. Cheap logos can end up being very expensive, more expensive than if the seemingly costlier professionally designed option had been chosen.

Confidence inspiring? Run for the door!!!

 

Don't follow trends!

A logo often needs to be around for a long time, therefore following current design trends could date the logo very quickly. What looks great now, may look dated in just a few years - or be lost and confused in a crowd of similar logos.

The danger of following trends

Logos evolve...

Logos can evolve over time, reflecting both progression and stability. Sometimes, however, logos are completely changed, sometimes for the better, sometimes not. Fiat changed from its traditional logo to the "scrabble tile" version in 1982. Although that logo continued in use until 1999, the company has since reverted to an updated version of its earlier shield logo.

As part of that change came a simple statement on their website, "Sometimes, to move forward you need to take a step backwards." This reflects the company's return to its original mission - "to build cars with attractive styling and exciting engines, cars that are accessible and improve the quality of everyday life." The website also features previous Fiat logos, but not the 1982 logo!

Fiat logo evolution - as illustrated on the Fiat website

The 1982 "scrabble tile" logo

 

Cost considerations...

If you represent a company or organisation looking for a new logo design, which way should you go? As is always the case, budget is a prime consideration. That budget needs to take into account the way the new logo is to be implemented. The cost of a new logo is not just in the design itself. You and your designer (that is if you decide to employ one as opposed to the "cheap" option!), must also consider where the logo is going to be used.

Think about where your logo is to be used

Business stationery is a starting point, but what about building signs, vehicle liveries, work wear and uniforms etc. All of these involve costs when implementing a new logo design, and the budget must take all of this into consideration. You may consider replacing the logo only as and when items run out or need replacing. Is this a good idea? For quite some time, you are likely to have a mismatched and often confused company identity. What impact will this have on your staff and customers?

Getting the logo design right is the most important consideration for your company. Implementing it efficiently and with impact is the next. Getting the design wrong, for a variety of reasons, could be disastrous, not only in costs, but in customer confidence and in staff morale.

Do you need a new logo?

If you already have a recognised logo, do you really need a completely new one? The logo could be sympathetically updated - something unlikely to be possible using an on-line logo generator. Such generators would probably not have anything similar to your current logo. So your choice here would be to employ a professional logo designer who understands your requirements, and is sympathetic to the fact that you already have an established logo. Beware of designers who suggest change for the sake of change. Some designers are apt to being a little self-indulgent!

Starbucks evolving logo (AP Photo)

Is the time right for change?

Finally, what can happen when change is implemented without proper research and consideration. In 2010, high street retailer Gap was forced to scrap its expensive new logo, after an online backlash from consumers. The president of Gap admitted that the "outpouring of comments" showed the company "did not go about this in the right way".

An example of when it may not be right to change a logo...

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