Creating a logo: asking yourself the right questions

logo creation

Designing a logo can seem quick and easy, and some clients often try to save money by creating their own company logo instead of hiring a professional designer. However, there are many other aspects to creating a good quality logo.

Un bon logo reflète les valeurs de la marque par l’utilisation de formes, de couleurs et de typographies. Il vise à inspirer confiance et reconnaissance et aide l’entreprise à se démarquer de la concurrence. La création d’un logo nécessite réflexion car s’il est bien fait, il remplira sa fonction d’une bonne image de la société et apportera des avantages, mais dans le cas contraire, l’effet sera inverse. Un logo mal fait donnera un sentiment d’abandon et de manque de sérieux.

What is a logo?

The word "logo" is often used to refer to any visual representation of a trademark, whether it is an icon, text or a mixture of the two.

In advertising, the following different types of logos are distinguished:

  • Logotype: it is the graphic representation of a mark which consists only of letters.
  • Imagetype: it is the graphic representation containing a pictographic element and a textual element.
  • Isotype is the visual representation of a brand when it is formed by an image. It cannot be read, there is no text. It is a distinctive sign that can be recognized with the naked eye.
  • Isologotype is the graphic representation of a brand that unifies the pictographic and textual element in a single image.

Main characteristics of a good logo

Become aware of the importance of the logo and what it should represent is necessary for your business image.

Here are some basic principles that must be taken into account for a professional to create your logo:

Simplicity of the logo

The simplicity helps to make it easily recognizable and memorable. Overloaded or complex designs are more difficult to assimilate.

A logo must be memorable

This is one of the main goals of the logo, for people to recognize and remember it. It must in a way represent the services offered by the company. Avoid including too many elements, a logo should be simple.

The logo should be versatile

It should be valid for all types of media, it should work on the web, be printed on a business card and make it vector-based is important. It should look as good in black and white as it does in color.

A logo must be appropriate

Think about what target audience this logo is going to address and don't include things that could be misinterpreted.

What questions to ask yourself before meeting with a logo professional

  • Designing a logo aimed at a 70-year-old audience with a high socio-economic level is different than reaching university students. 
  • Who is the primary audience for your company's services or products today?
  • Are your products having more success with an audience other than the one you are trying to reach?
  • What advertising media does the company use?
  • How does the customer get to know the company? Advertising on the Internet, radio, press, word of mouth, social networks.

Trust a professional to create your logo because the identity of your business will depend on it. You will get better results with a correct logo that will identify you for a long time.