Logo Design Sydney, Logo Design Company Sydney

Professional Logo Design, Melbourne

A logo ( from the Greek logotypos) is a graphical element (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo's design is for immediate recognition.

The logo is one aspect of a company's commercial brand, or economic or academic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.

Logo's Today

Almost all corporations, agencies, services, products use an ideogram (sign or icon) or an emblem (symbol) as a logo. Most use a combination of sign and text to create their logo. As a result, only a few of the thousands of ideograms people see are recognized without text also. Therefore, it is sensible to create a logo which contains the symbol, and the business name, so that people will link the two.

There are many important things to consider when designing a logo. Essentially however, it is about creating something which incorporates images and the company name in order to emphasize the entire company, to create a ‘stand out’ amongst the competitors, and to make it unique within its marketplace.

Why is there a need for symbol? Why not use purely text?

Ideograms (icons, signs and emblems) are an important part of logo design. In some instances, the ideogram may be more effective than a written name. This is the case for logos being translated into many alphabets. Eg a business name in the Arabic language would be of little help in most European Markets.

This is where the importance of a strong ideogram is seen, as the general proprietary nature of the product is kept throughout both markets. An example of an extremely well known ideogram would be the Red Cross (which goes by Red Crescent in Muslim countries). This is an extremely well known ideogram which is identified by millions around the world, even without accompanying text. Coca Cola is another example. It can be identified in any language because of the standard colours and the iconic ribbon wave used. Your logo should facilitate cross-language marketing.

Colour

Color is important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance, loud colors, such as red, that are meant to attract the attention of drivers on highways are appropriate for companies that require such attention. In the United States red, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. For other brands, more subdued tones and lower saturation can communicate dependability, quality, relaxation, etc.

Color is also useful for linking certain types of products with a brand. Warm colors (red, orange, yellow) are linked to hot food and thus can be seen integrated into many fast food logos. Conversely, cool colors (blue, purple) are associated with lightness and weightlessness, thus many diet products have a light blue integrated into the logo.

Dynamic Logos

In 1898, tire manufacturer, Michelin, introduced the Michelin Man, a cartoon figure who was presented in many different ways, such as eating, drinking, and playing sports. By the early 21st century, other large corporations such as MTV, Google, Morton Salt and Saks Fifth Avenue had also adopted dynamic logos, that change over time and from setting to setting.

Logo Design

Logo design is an important area of graphic design, and can be one of the most difficult to perfect. The logo is the image embodying an organisation. They are an essential part of the branding for the company . A logo is meant to represent the company brand, and to foster immediate customer/client recognition. It can be counter-productive to frequently re-design logos for this reason. Therefore your logo needs to be created for your business as an individual, and needs to be able to withstand changing times, fashions, consumer needs etc.

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Examples

(we didn't design these logos! This is to show a comparison between well known logos and our portfolio) Disclaimer.

Due to the design, the color, the shape, and eventually additional elements of the logotype, each one can easily be differentiated from other logotypes. For example, a box of Kellogg's cereals will be easily recognized in a supermarket's shelf from a certain distance, due to its unique typography and distinctive red coloring. The same will be true when one is at the airport looking for the booth of the Hertz Rent-A-Car company. The logotype will be recognized from afar because of its shape and its yellow color.
	Some well-known logos include Apple Inc.'s apple with a bite missing, which started out as a rainbow of color, and has been reduced to a single color without any loss of recognition. Coca Cola's script is known worldwide, but is best associated with the color red; its main competitor, Pepsi has taken the color blue, although they have abandoned their script logo. IBM, also known as "Big Blue" has simplified their logo over the years, and their name. What started as International Business Machines is now just "IBM" and the color blue has been a signature in their unifying campaign as they have moved to become an IT services company.
	There are some other logos that must be mentioned when evaluating what the mark means to the consumer. Automotive brands can be summed up simply with their corporate logo- from the Chevrolet "Bow Tie" mark to the circle marks of Volkswagen, Mercedes-Benz and BMW, to the interlocking "RR" of Rolls-Royce each has stood for a brand, and clearly differentiated the product line.
	Other logos that are recognized globally: the Nike "Swoosh" and the Adidas "Three stripes" are two well-known brands that are defined by their corporate logo. When Phil Knight started Nike, he was hoping to find a mark as recognizable as the Adidas stripes, which also provided reinforcement to the shoe. He hired a young student (Carolyn Davidson) to design his logo, paying her $35 for what has become one of the best known marks in the world (she was later compensated again by the company).
	Another logo of global renown is that of Playboy Enterprises. Playboy magazine claims it once received a letter at its Chicago, Illinois offices with its distinctive "bunny" logo as the only identifying mark, appearing where the mailing address normally appears.
Corporate identities are often developed by large firms who specialize in this type of work. However, Paul Rand is considered the father of corporate identity and his work has been seminal in launching this field. Some famous examples of his work were the UPS package with a string (replaced in March 2003) IBM, and NeXT Computer.
	An interesting case is the refinement of the FedEx logo, where the brand consultants convinced the company to shorten their corporate name and logo from "Federal Express" to the popular abbreviation "Fed Ex". Besides creating a shorter brand name, they reduced the amount of color used on vehicles (planes, trucks) and saved hundreds of thousands of dollars in paint costs. Also, the right-pointing arrow in the new logo is a subliminal hint of motion.
	A well known Australian logo is the Woolworths apple that is the shape of and w and is green. It represents freshness.
	And of course, our logo. Easily recognisable and created by using the first letter of each of Melbourne Website Design and placing them together in a symbol of eternity, the circle.

You don't have to spend thousands of dollars:

to have a logo that competes on a National or International playing field.

	Take the case of our client Simply Property who wanted a logo that showed what they did and looked similar to other logos in the same field.
	First Aid Auto needed a friendly website and wanted a dynamic logo / site mascot to do so. We developed the Cartoon Site Mascot, Hutch, for the site. This gave www.firstaidauto.com.au a friendly feeling.
	We updated Winner Software's Business Planning software for them and was asked to create an updated logo which was modern, tech and upbeat. The end result was fantastic.
	The Salvation Army and White Ribbon Day needed a funky modern image for their "Bands Rock Against Violence" Concert - or BRAVE. We developed the [B]RAVE logo modelled against the music television station, Channel [V].
	Going Forward OH&S Services needed help developing a logo to suit their Occupational Health and Safety Consulting Business. We helped to develop a logo which was modelled on Work Safe which also showed a forward movement feeling to the shape.