Logos and visual identities define brand value of a business. All global companies invest huge funds to create memorable logos. They aim to convey an intended brand message. But the ways to design company logos have changed a lot in the modern digital era. In the pre-digital era, logo designs followed some key design standards. There were little technological changes happening back then. The logos appeared in limited channels such as print media and TV. Today, the social media has replaced the traditional branding concepts.
Marketers recognize and acknowledge that brands interact in real-time with target consumers. Also, brands have to engage users across hundreds of different social channels including video platforms, websites, digital publications, messaging apps and offline channels. A challenge faced by logo designers today is that each channel is different from the others in many ways. For example, a marketer will treat a website and a a video platform in a different way for reaching to an audience. The logo designers create designs that are compatible across all the channels. The traditional static logo design, thus, has little value in brand-building marketing plans.
This is the age of dynamic branding. Marketers must reach to all the channels to address their audience. So, logo designs are flexible and open to the requirements of dynamic branding. Dynamic branding may be today’s buzzword but it had started in 1980s when MTV logo design appeared. The entertainment company’s logo was the first dynamic design of its kind. It appeared as an animated symbol in different colors. The dynamic logo represented the ever-changing styles of the music company. Rio 2016 Summer Olympic Games logo and Adobe logo are among many examples of dynamic logos.
Logos and visual identities define brand value of a business. All global companies invest huge funds to create memorable logos. They aim to convey an intended brand message. But the ways to design company logos have changed a lot in the modern digital era. In the pre-digital era, logo designs followed some key design standards. There were little technological changes happening back then. The logos appeared in limited channels such as print media and TV. Today, the social media has replaced the traditional branding concepts. Make sure that your logo becomes a visual identity compatible across all channels.
Here are our key tips to create logos for digital era.
1. Research your Client’s Business
You should have a clear understanding your client’s business. You should consider its business values, brand message, customer profile and market competition. Your client should provide the details of business, customers, and markets. If the details are missing, you should do some research to have an insight of the client’s business. At this point, do not worry about the aesthetics of logo designing.
2. Create a Flexible design
Your company’s logo will appear across all the digital channels. Thus, you must consider the entire branding system at large for designing a logo. The consumers have access to increasing range of digital touch-points and channels. They want to use the information in their own way. For instance, customers want to personalize logos. Keeping that in mind, companies are making their logos available in animated form. So, you should check if your logo design is flexible. People can use it on different channels in their own creative way.
3. Design for Mobile
Marketers know the importance of apps in the modern business environment. They understand that an app is the new ad and so they want to put in place a well-defined mobile brand strategy. No doubt that mobile has made its impact on logo design. This is because the marketers equate the mobile with the customer experience today. This means that when designing your logo, you must think of user experience. In other words, your logo design should be compatible across diverse screen sizes. After you have created a logo, make sure to test it for its compatibility across various devices. You should test your logo to see how it appears in the app store. Ensure that users can immediately discover it in the store. The users like to share logos in social channels. So, test your logo for its sharing value.
4. Create a Message
A logo design may be an attractive piece of work due to bright colors etc, but it will go waste if it fails to lend a message. People look for some message in a logo. But it must be conveyed to them the moment they see the logo. When a logo carries a brand message, it becomes a permanent tool of brand promotion. Take for example the logo of Amazon. The logo has an arrow in the shape of smile and it connects the letter a to the letter z. The logo thus symbolizes that the ecommerce company sells everything. The smile stands for a satisfied customer. The FedEx logo is another example of how a logo design sends right signals to the consumers. It has an arrow hidden in the white space, telling that the courier company delivers the things in a quick way.
5. It Should be Scalable
Your logo will appear in varied small screen sizes of mobiles, desktops and watches. The same logo will appear on larger screens of billboards. The logo must appear distinctive and compelling when displayed on different sizes. Thus, avoid designing an overcomplicated logo that sends mixed signals to the viewers. Instead, keep the logo design simple with use of one or two elements of colors and typefaces.
If your brand wants to target a specific market, your logo design can have some elements of local culture. This strategy can help drive customers to your business. The target audience will acknowledge your efforts to include their culture. But the elements of one culture in your logo may offend the people from other cultures. Your business may lose customers from the other culture.
You can adopt a better approach. You should design a logo that does not offend other cultures. The logo should have universally accepted symbols, images, slogans, and other elements. This way, your brand appeal will broaden across all the channels to wider sections of people. Now-a-days there are quality online logo makers that provides quality outcomes one can try this one also.
Keep these tips in mind to create an impressive logo in the digital era of today. What is your say on this issue? You can share it here with us for the benefit of our readers.