In the realm of graphic design, learning logo design is crucial. Logos play a pivotal role in branding and visual identity, teaching valuable graphic design skills such as design principles, process systematization, and creativity.
To understand logo design, you need to grasp the theory and principles involved and recognize the different components that constitute a logo, including:
- Logotype, wordmark, or brand name
- Icon, mark, or symbol
- Tagline or slogan (optional or contextual)
The logotype may incorporate other logo components such as color or accompany other elements like an icon or mark. The choice of font and lettering design should effectively communicate the essence of the brand and its identity.
What is an icon?
An icon is a graphic representation designed to effectively capture the essential features of an object, thing, or idea with the least amount of detail or elements. You’ve likely encountered icons before, such as the small drawings accompanying famous logos like Airbnb, Target, or Adidas.
Simplicity stands as a fundamental principle in the design of logos. In this context, the icon or mark on a logo should be as simple as possible while still precisely representing what it stands for. Unlike a painting, which can incorporate detailed elements to communicate its subject, logos must convey a lot of meaning with only a few visual cues. Logos predominantly rely on icons or marks to communicate an identity, concept, or idea strategically.
Tagline
A tagline is a final, though not mandatory, component of a logo. It serves to reinforce, explain, clarify, or expand a brand’s purpose, nature, or utility in a world saturated with brands. Some well-known taglines include Subway’s “Eat fresh,” Nike’s “Just do it,” or McDonald’s “I’m lovin’ it.”
Logo Elements to Consider
Shape
- Logos communicate through shapes, both in terms of the shapes they include and the general form they convey.
- Logos can have different general shapes, such as circles, squares, rectangles, triangles, or even organic and expressive shapes (irregular forms).
- The choice of shape influences where and how a logo will be displayed, determining the organization of its content and arrangement of elements.
Color
- Logos utilize color as a powerful communication device, with associations varying culturally.
- For example, Western cultures associate yellow with caution, as seen in traffic lights or workers’ hard hats. Red reinforces the idea of heat, used intensively in fire trucks.
- Color associations can also come from advertising and the media, like the connection of green with environmental consciousness in British Petroleum’s logo remake.
Analogy
- Visual analogy is the communicative force behind a logo, aiding in memorability and uniqueness.
- It involves combining inherently different visual attributes in a creative or meaningful way. For instance, the “P” in the brand name “Pencil” can be manipulated to represent what the name stands for in an iconic manner.
Remember, a logo has the following components:
- Brand name, wordmark, or logotype
- An icon, mark, or some other form of representation
- Occasionally, a tagline
As your comprehension of logo creation deepens, you’ll gain proficiency in applying design principles and creative communication skills, including visual analogies. Whether or not you utilize all components, understanding the fundamental parts of a logo empowers you to craft meaningful, well-organized, and impactful designs.
Parts of a logo
Logotype or Letterform
- Every brand has a name, and most logos incorporate that name within the design itself.
- Sometimes, the name itself serves as the entire logo, as seen in examples like Coca Cola, Google, or Disney. This is referred to as a logotype.
- What is a logotype? A logotype serves as a brand identity by showcasing the brand name through carefully chosen typography or uniquely crafted lettering.
- Logotypes incorporate shaped or stylized letterforms to convey meaning by displaying the name in a distinctive manner.
- These names are not merely presented in a common font like Times New Roman; instead, they are displayed in a special way with specially designed type that helps convey the essence or an aspect of the brand.
- Famous examples of logotypes include Lego, Google, and Sony.
Understanding the different parts or components of a logo is essential for grasping how logos are created and how they effectively communicate. Logos play a pivotal role in brand identity, making them a key graphic design application, as emphasized by author Robin Landa.