IT STARTS WITH A LOGO

Simple

Simplicity in a logo is extremely important for it to become recognizable and ultimately memorable. This also means that the logo shouldn’t be too illustrative, it should be able to be reduced well and it should work in a single colour.

Memorable

The appropriate imagery that is used in the logo helps people make the right associations with the business. It should create an impact while still communicating the basic concept of the services or products of the company.

Timeless

A logo should not be designed according to current design trends, as this involves the redesigning of the logo at the turn of every trend and in doing so, it ruins the brand memorability.

Versatile

An effective logo should be able to be applied in a number of different mediums and sizes. This means that it should be able to reduce and enlarge well (e.g. stationary & billboards) and it should be able to be inverted, as well as work in a single colour (silkscreen & print costs).

Appropriate

The style of the logo should be applicable to the context in which it will be used (e.g. a toy store / an accounting firm).

WHAT ABOUT THE BRANDMARK?

Logos should be created with a style that we can easily adapt into a visual language that can be applied to stationary, promotional items and advertisements. A ‘brand bible’ should be created to accompany the logo. It includes guidelines on how the logo should be used in whatever medium.