The dark art of logo design

We as designers create logos to represent the values and offerings of our clients’ business. We use wordmarks and graphic marks to convey the message the client wants the viewer to perceive. In creating these logos we ensure a variety of needs are met.

We, as designers, create logos to represent the values and offerings of our clients’ business. We use wordmarks and graphic marks to convey messages the client wants the viewer to perceive. In creating these logos we ensure a variety of needs are met.

1 Is the logo trademarkable? At Jack in the box we ensure that we create a logo that you will be able to trademark. This protects your valuable asset against other organisations trying to trade on, or damage your reputation, and protects it from any future designs that may be of concern to your brand. It is also the true evidence of ownership. Without it, your organisation is exposed.

2 Is the message correct? This is achieved through name and style, for instance if the product is for ‘Ma’s Old Style Baking’ then the nature of the name informs the viewer that the product will be good old fashioned quality baked goods. Style is used to support the name, and here it is appropriate to use a wordmark in a traditional old style font such as Baskerville with a picturemark that represents the wholesomeness associated with an image such as a woodcut illustration of Ma hand making her pies in her kitchen.

3 Is the logo visually strong? The design needs to stand out against its surroundings for clear fast identification. If the logo is for a consumer
brand it must standout on its own packaging and more importantly against
the competition brands that will surround it and fight for that all important
shelf presence.

4 Is the concept simple? Is the message easy to understand, there is no use in designing a picturemark that bears little resemblance or reason to the product being expressed.

5 Does the logo engage? A logo needs to be able to engage and hold the attention of the viewer long enough to get the message across.

6 Design application. The design must be able to work across a variety of mediums and formats. It is no use that a logo looks good simply in colour on large scales. The design must be able to work small on items such as packaging. It needs to be strong and readable in black and white for items such as photocopying and newsprint advertising. And these days with web and media it can be useful to be able to animate and give dimension to.

7 Will the logo stand the test of time or not? From a design perspective, as long as the above requirements are met the logo will have longevity. Sometimes however it is important to create a fashionable design that says ‘now’. Some logos are created to reflect the short life of certain products when longevity is not required, as in one off shows. From a business point of view the longevity of the brand relies on the business itself, how the consumer interacts with the organisation and their offerings. As Paul Rand said
” A trademark is created by a designer but made by a corporation“.

And finally

8 Is the design appealing? Viewers are attracted to designs that look good. Although sometimes if a design irritates the viewer they will have more recall, but it may have a negative effect.

So if your business is in need of a new brand or a freshen up, call Jack in the box to arrange a free no obligation discussion, or go to the branding section in the gallery.