One of the things that tends to cause to most concern during the branding process is the logo. Businesses recognise that the logo they have designed for their branding is the one thing that will dictate everything else – the colours, the fonts, the style…
Getting that one element right, even if the final design is a simple one, takes a lot of thought and effort on the part of the designer.
In the past, and in fact today, the logo for any type of business needs to become the most recognisable part of the business branding, and should tell the customer what the company is about without relying on the name or taglines.
Some of the most effective logos, from the big corporates, to the small local business, use clever design techniques and images that are instantly recognised with little more that simple shapes, colours, and images.
I suppose that, unlike in the past, today’s logo design needs to work even harder, because not only does it need to tell the customer who you are across your printed material, but even more so, it needs to translate digitally as well, and that can be a whole different task due to the fast-paced nature of the tech we use, and how we use it.
What I’d like to explore in this article is not just the simplicity of the ‘flat’ logo we’ve all been used to, but the way in which the technology we use, and the differences in print-to-screen, which have changed and evolved logo design. I’d like to look a little bit at some of the trends that are emerging right now in order for businesses to stand out, and take full advantage in new technology, and appeal to a new generation of customers, who largely read from a screen or smart device.
The Perfect Logo
A well-designed logo should always be uncomplicated. I find that in having something that looks relatively simple, it becomes almost like a symbol, a single image that the customer remembers and doesn’t have to spend too much time thinking about.
If you consider some of the bigger companies, such as Nike, or Audi, who use just a simple shape, but are know the world over. Designs like that don’t need to have a defining colour, words or slogans in order for us to recognise what they mean. Yet if you were to seek out the designer of those logos, as simple as they seem to us, I’d be willing to bet that hours and hours were spent on getting them to look how they do today.
Unless you’re a well know company, though, I would necessarily suggest using something quite that simple – although it’s not a bad idea to think about having some kind of simple structure or shape by which you can be identified as part of your logo design.
Looking at some of my own designs as examples, I’ve tried hard to use shapes and symbols within the logo images, or as part of the font, in order to tell the story behind the brand. I think that’s important to do, because you have to consider who you will be appealing to, and your logo is a big part of that.
And that is always where you start – with the logo at its most basic. Because in its basic form, it needs to be able to make sense on both printed material and on screen.
Animation is the biggest new trend
Something that I’ve been looking at more and more recently is the use of animation in logo design. I think that’s it’s becoming a necessity to stand out using movement as part of our logo design, particularly where we’re using social media as part of our content creation plan. The eye tends to pause when we see movement in an image, and so where there is such busy traffic such as social platforms where people are scrolling through such a large amount of content, having animation can be a good way to pause them and encourage them to read the post.
Whether or not you already have an existing logo, use of animation can greatly enhance your images and make them more memorable, and are a useful tool in getting your content noticed above the competition.
You could look at something as simple as having a moving gradient, or a light effect over the logo, or something more elaborate like fade-ins, moving characters, rotation/sliding, or video effects. The huge advances in technology means that we are able to add a huge number of animated images – much of what you can imagine can be done on-screen.
During 2020, it’s thought that many businesses will embrace animation as part of their designs, and could fast become mainstream.
By adding detail to the animation, the viewer tends to spend longer watching it, therefore making the experience more memorable, and too your brand.