Branding is all about Creation of Identity. This has created a new space in the advertisement model of a company. This trend is called as “Logo advertising”, wherein a company advertises and positions itself through a logo/image and communicates to people through the logo over what the company is all about.
Logo advertising is a crucial component in long term branding and identity formation of the company. The logo helps in communicating to the public, as to what the brand deals with.
Logo advertising is not an easy task as people opine. Industry experts add that logo should convey a resonance message through which trust generation should be generated easily in the mind of the consumer for a higher brand recall and association.
Let’s discuss a bit more as to what a logo is all about, A logo can be a symbol, trademark or a name which integrates text, image, object of different shapes and sizes that helps in easy recognition and association of a product as long as its catchy and appealing.
Few steps which can be included to make Logo advertising a success
1. The Brief or what exactly the company is all about.
The most crucial and critical component in Logo design, Here we sit with the client and discuss with him the Vision, Mission, Idea, objectives and requirements of his company, which will help us in designing an Ideal logo for the client. At the end of the day do remember, Its customer satisfaction not the repetitive Logo reworks that matters.
2. Research and Implementation.
After the brief analysis about the product and service from the client, comes the crucial part of Research or the information finding fact about the company, you are going to endorse. Find out what they specialize in and who their potential customers are and would be looking for in a logo which would help them in making realize in a flash as to what the company is all about.
Example, If you are working for a FMCG company then an obvious thing that could be included in the logo is an image of the company or product which tells the viewer that the logo belongs to a particular FMCG company. Try including a wide array of objects and ideas that you can integrate into the logo. There are instances, wherein the name of the company can even lead to a brilliant design of a logo, Greenpeace is one such example
3. Visual Research and Exploration
The visual research is the next step, wherein all actual and feasible research on the logo design, style, shape, and color, personality pattern is studied to design or give the logo its final touches.
Logo design can better be reinforced and designed better by understanding the competitors and type of logos they use to position themselves in the market. One key to be successful in the Logo designing business is to never work in boundaries, Be “Out of the Box”, oriented and exhibit your expertise and Ideas. This helps in establishing yourselves as well as the company you are working for, and thereby help you stand out in the competition.
Eg-) The silver crocodile- Lacoste, is what comes to peoples mind when they see an image of apparel with a crocodile.
4. Sketching, Designing and Conceptualization
This is where you start making rough sketches of your design. It is the phase where for the first time you have to work using your creativity. During this phase the designer draws the skeleton of the logo using all the research material that he has collected over a period of time. Some designers use a sketchbook for this purpose; some prefer napkins, while some simply straight away start using the computer
5. Using a computer
At first is not always the advisable thing to do. When the designer creates various sketches and thinks about various concepts that could be integrated into the design, a designer’s mind is almost never idle and hence the constant flurry of ideas continues all day long, and this will be a little hard to implement or take down on a computer. You could come up with designs anywhere, from professional studios to your favorite park or even a coffee shop. Once you hit upon what exactly you are looking for, you will probably immediately realize that and this is just the right time to take a break.
6. The Presentation
Here the designer showcases his final work to his client. It is important that your presentation is highly professional and provides the client with all the details. It is your prerogative whether you want to showcase all the logo designs that you have developed or whether you want to just showcase the finalized designs that you had chosen and forms the crucial part to brief on how you went through the whole process of his logo designing and advice the company on how the logo could prove to be the best ideal choice or you can simply show the company what you have designed and leave the final decision up to your client.
All said and Done, Logo advertising is all about smartly advertising your Business in the minds of the consumers.
