4 minutes A logo is a unique visual symbol used to identify an organization, service, or product. Seeing a bitten apple, a yellow M, a black checkmark, or a blue bird icon often leads people to associate these with certain brands. The connection between symbols and companies is intentional; a logo is a crucial branding tool. In this article, we will explore the basics, steps, and costs associated with logo design!
What Exactly is a Logo? What’s the purpose of it?
A logo is a unique visual symbol that identifies an organization, product, service, political, or ideological movement. For companies, creating the right logo is crucial for brand identity. In her book *Marketing Communication*, Julianna Andrea Czimmer defines brand identity as follows:
“Brand identity is consciously shaped by the company through the content and form of its identity elements, while image or reputation refers to the impressions and perceptions that form about a person, product, or company in the mind of an individual or group.”
Various tools can be used in brand identity creation, including:
- Promotional items
- Digital presence (website, social media)
- Uniforms
- Emblems
- Graphics
- Print design
- Product packaging
- Company vehicles
- Corporate publications
- Trademarks
- Form design
- Logos
Czimmer defines a logo as:
“A logo is a visual representation that identifies its user, with the purpose of differentiating from competitors and self-identification.”
The tasks of a logo include differentiation, brand building, communicating organizational identity, and marketing positioning. Logo design is crucial for every organization. A good example of this is the international company Xiaomi, which spent 2 million yuan (approximately 134 million HUF) to find a new logo.
The Result of the Xiaomi Logo Redesign
What are the Characteristics of a Good Logo?
To find the right logo, it is essential to assess the unique needs of the organization. A different visual symbol suits an insurance company compared to a fast-food chain. However, the following fundamental design principles apply to most successful logos and should be considered during logo creation:
Principles of a Good Logo:
- Simplicity: Avoid unnecessary complexity, focusing only on essential elements for conveying brand identity.
- Memorability: Easily recalled, follows conventions and best practices while being innovative.
- Timelessness: Reflects contemporary design trends but understands that a logo is a constant element, suitable for long-term use.
- Versatility: Usable across various brand elements, such as websites, watermarks on images, email signatures, and print materials. Works in both black-and-white and color.
- Appropriate Appearance: Matches the company’s image and industry standards.
Common Methods of Logo Design
Most startups eventually reach the stage of brand design, where logo creation becomes crucial. But what options are available? Here are the three most common methods for creating logos:
1. Logo Design with Online Applications
There are many free and paid online applications for logo design. These platforms typically offer customizable templates. Online logo design is quick and cost-effective, which is why many opt for this method. However, it has several drawbacks:
- Templates are used by many other organizations, so the result might closely resemble other company logos.
- Without the assistance of an experienced graphic designer, making the right choices can be challenging.
- Copyrighted graphic elements may inadvertently be included in the logo.
2. Logo Design Using Apps
Another common solution is to use logo design apps. Apps available for smart devices can create a suitable visual symbol in seconds. Most applications operate on a freemium model—designing is free, but downloading the final product costs money. The drawbacks listed above also apply here.
3. Logo Design with Professional Assistance
Companies aiming for the best results in branding often turn to professional designers. While more expensive, this method offers several advantages:
- Guaranteed unique logo that perfectly meets the client’s needs.
- Differentiates from competitors’ branding, suitable for distinguishing the brand.
- Meets design standards and norms.
Steps in Logo Design
There is no standardized or exact process for logo design. The steps can vary between designers and design agencies. However, here are the general steps commonly involved:
- Consultation with the client about specific needs and expectations.
- Secondary research in the industry and, if necessary, primary research with a sample from the target audience (i.e., customers).
- Design process, during which multiple logo versions are created.
- Review and feedback from the client on the completed designs.
5. Revision of the logos if needed and further consultation with the client.
6. Finalizing the design and preparing the logo for use.
Free Logo Creation Online: Reliable or to Be Avoided?
Free online logo creation is an attractive option for cost-effective branding. But is it worth saving on a logo? In most cases, the answer is no! It’s understandable that startups aim for maximum cost reduction, but a poorly designed logo can lead to significant financial drawbacks. If the company’s image is not reflected correctly in the business premises, products, corporate documents, or uniforms, the effectiveness of marketing activities and ultimately profitability can significantly decrease.
Logo Design Costs: How Much Does it Cost to Create a Quality Brand Identifier?
Logo design costs vary widely. While beginner designers may charge 20,000-30,000 HUF for branding projects, experienced design studios charge much higher amounts for brand identities.
If you need a logo and want to entrust the design and execution of your brand identifier to professionals, contact us!
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