logos

It's just a logo....What's the big deal?

the anatomy of a Sharkshock™ logo

A logo can say a lot about a company whether it's good or bad. It's the first opportunity you have to look professional, legit, and communicate something positive to your target audience. Working with an artist who understands the design process is key in developing a successful brand.

 

In a lot of instances the logo is the first thing potential clients see before picking up the phone or visiting a website. A strong design will say great things about your business and help separate it from the competition. A weak one can have the opposite effect.

 

Studies have shown that a more memorable branding will attract more customers than it's unoriginal counterparts. What would you like to communicate to the masses? Professionalism? Stability? What about strength? This is where we come in.

It's helpful to understand the different parts of a logo so that we're both on the same page when discussing a project. This is an example that was whipped up for the purposes of demonstration.

 

Primary Graphic: With the exception of a letter based logo the primary graphic is the most important element and the one that requires the most work. It should be able to stand alone and be recognized without any other parts.

 

Lettering: Careful thought goes into which font should be used and how. Serif fonts can be used to promote a formal or classical style. Lowercase lettering has been shown to appeal to younger audiences. Ditto for eroded fonts. The list goes on.

 

Secondary Graphic: These are sometimes afterthoughts after the initial logo is completed. They are designed to stand alone and normally fill small spaces where the full version might not be appropriate. These can be produced in different versions.

 

Slogan: Your company's catch phrase. These are not terribly common but can be rendered with or without.

 

Trademark symbol: Tells your competition that this is your intellectual property. No paperwork needed.

 

Registered trademark symbol: You can display this only after it's been granted following application process.

A strong logo should be easily reducible at small sizes and work in black and white. Because we only use vectorized graphics it will look fantastic at very large sizes with no reduction in quality. You'll receive different versions upon final payment to suit a variety of web and print needs.

logo design no-nos

These are common design problems that logos can suffer from.  Any of these can signal the work of an amateur level designer and hurt your company's image.

clip art

unoriginal

font misuse

photo use

copycat

dated look

Use of clip art:

This is one of the most repeated offenses. A designer that uses clipart found on the web isn't actually "designing" much of anything. If you're using this, chances are good that many others are as well. This is also common of business owners who've chosen to design it themselves.

Unoriginal design:

Like the previous example this is often the case with those who want to save money by not hiring a graphic designer. They may be blessed with the craft of their trade but not artistic ability. A salon featuring a pair of scissors. A bicycle store featuring a bike? It's playing it safe but not exactly ground breaking.

Misuse of fonts:

Careful consideration should be given to which typefaces are used in the design and how they integrate with each other. In general serif and sans serif fonts don't mix well with each other. A bubbly typeface might look great for an ice cream shoppe but totally inappropriate for a law firm.

 

Use of photos:

This is a dead giveaway of someone posing as a professional designer. Photographs have no business in the use of a logo. Pixel based images like photos are stretched when enlarged. This results in a blocky or jagged appearance. Vector based graphics, by contrast, do not suffer from this and are the industry standard.

 

Copycat designs:

Your brand's identity is one of the best ways to stand among the pack. If the best you could do was rip off an existing logo it could bring your company's integrity into question. Even a bland design is better than a copycat. An original logo is a memorable one.

 

Dated look:

Conventional wisdom will say that a fresh new look will someday appear old and outdated. This can be true to an extent, but avoided altogether with some common sense. Staying away from fads of the past such as corporate swooshes and gradient spheres would be a good idea. Implementing a timeless style will ensure that your logo will be safe from any "redesign" talk at the office.

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