5 CRITICAL ASPECTS OF INNOVATIVE LOGO DESIGN
Designing a logo seems like a simple task but is in fact, a challenging job to do. A logo acts as an emblem which stands as the representative of the brand; it establishes the brand in the eyes of public and therefore must be done with care. Some critical aspects that must be kept in mind while designing an innovative logo are:
1.Creative and practical balance: often creative minds have a vision that goes beyond the understanding of common people. Creativity while designing a logo is of paramount importance but it must not exceed the level of comprehension of the public. After all, what use is a logo that people cannot decipher?
A designer must keep the understandability of the design in mind and use their creativity in such a manner so that the masses can appreciate and make meaning out of the logo simultaneously. The designer has to strike the ideal equilibrium between practicality of design and its aesthetic creative appeal.
2.Target consumers: a logo designer must be aware of the targeted consumer group. Even if
there is no specific targeted audience, they should take care that the logo does not repel
any potential consumers. As trivial as it may sound but a logo may repel potential buyers.
For instance in a diverse country like India, religiously significant symbols such as
‘swastika’, ‘Aum’ symbol or the ‘crescent moon and star’ symbol; should not be used as logo
designs as they may repel people with oppositional or simply different religious sentiments.
On the other hand brands that have specific target consumer groups can use specific logo
designs to attract consumers.
3.Contextual consistency: The logo speaks for the brand. A logo design has to represent what the brand stands for, however it should be kept in mind that a logo, at the end of the day, is a symbolic representation and meaning of symbols are open to interpretation. Symbols are associated with meanings in the background of a context.
The context in which a symbol is being used to represent the brand should be made clear through further detailing of the logo such as a tagline or smaller symbols. Maintaining the contextual consistency between the logo symbol and the brand is what makes a logo meaningful and not arbitrary
4.Understanding of the Brand: A good logo designer needs good understanding of the brand ideology, principles and products. Similarly, a good Logo should reflect what the brand is all about. It should be able to explain to the people what it represents at a single glance.
The design should be such that the meaning of the logo and what the brand intends to sell is immediately registered in the mind of the viewer. A logo should include the key aspect of the brand and convey it well. It should not comprise of too many elements or its very purpose will fail.
5.Color scheme: to make logos attention grabbing getting the color scheme right is important. Colors convey meaning silently; to make a logo meaningful and memorable colors must be chosen with care. The psychology of colors also plays a role in designing an appropriate logo.
The following are some qualities that a color represents; these can be effectively used though logo designs:
Green: natural, growth, herbal, organic
Blue: professional, medical, trustworthy, subtle, effortless
White: simple, pure, peaceful
Pink: fashionable, feminine, soft
Red: trendy, energetic, appetizing
Yellow: optimism, hope, brightness