The Principles of Good Logo Design

Logo design is playing an increasingly vital role in the personalisation of companies, products, and services.  As the cornerstone of brand identity, a good logo helps set the stage for the development of a successful and long-lasting brand.

Designing an exceptional logo is time consuming and a lot of hard work.  To be able to interpret a design brief and come up with a design concept that distills the very essence of a company takes a very unique individual.

Aside from having a combination of raw talent, communication skills and a lot of patience (to name a few), it is essential that the designer develops an astute understanding of the basic principles of what makes a good logo design.

A good logo should be; simple, distinctive, relevant, memorable, timeless, and versatile.

Lets take a look at those principles in more detail.

1. Simple

Example: Seven Network (Australia) Logo
Designed by Ken Cato, in 2003

A good logo is simple in its construction, but not in its concept. Quite often to the inexperienced eye, a good logo may look so simple that it looks like it was put together in a matter of minutes.

The vast majority of logo designs that are both simple and successful are backed by many hours of research and unused concepts that never made the cut. It is usually the result of an extensive and exhaustive logo design process.

Another advantage of simplicity in logo design is that a simple logo is much more likely to align with the other five principles of good logo design: distinctive, relevant, memorable, timeless and versatile.

2. Distinctive

Example: Apple Logo
Original Designed by Rob Janoff, in 1977

A distinctive logo stands out from the crowd and will overall be unique in appearance. A logo that is unique will have an essence that somehow distinguishes it from the pack. It should be distinctive while also effectively portraying the clients business requirements.

Given that there are millions of logos currently in existence, and hundreds, if not thousands of new ones being created everyday, it is increasingly difficult to design a logo that is distinctive. The ability to design distinctive logos on a consistent basis makes an exceptional logo designer.

3. Relevant

Amazon.com Logo
Designed by Turner Duckworth, in 2000

A good logo design will be relevant to the industry, the client and the target market.

If you are designing a logo for a kindergarten, it should be fair to say that it shouldn’t look like it was designed for a bank, and vice-versa.

To design a relevant logo the designer should not rely on the design brief alone. All clients and their respective industries are different, no matter how straight-forward they may seem at first glance. By conducting further research, it will help to create a relevant design that speaks directly to the intended audience.

4. Memorable

Nike Logo
Designed by Carolyn Davidson, in 1971

A well designed logo will be committed to memory at a single glance, and will be easily recalled by the viewer. Simplicity goes a long way here.

Recognition breeds familiarity, which assists in building trust and loyalty in a brand.

5. Timeless

Omega Watch Logo
Design by Unknown, in 1894

A good logo design will last for decades without the need for a major redesign. This is something a designer must constantly keep in the back of their minds during the design process.

What is the number one way to help ensure the longevity of a logo?

Avoid trends.

As creative types, it is often very tempting for designers to implement  trendy elements into a logo design. Sometimes a trendy element can even sneak its way into a design without the designer realising.

Logo design is usually about building trust and loyalty in a brand over the long-term. Trendy typefaces, imagery and colours will be out of fashion within a relatively short period of time., therefore their use undermines the ability of the client to build long-term value in their brand.  Not many clients want to have their logo redesigned every few years.

6. Versatile

Royal Dutch Shell Logo
Designed by Raymond Loewy, in 1971

A well designed logo will be usable across a wide range of applications. The logo should look good on a business card, on the side of a billboard, or as a favicon on a clients website.

To ensure versatility, a logo should be designed in vector format. This will ensure that the logo can be scaled to any size without compromising image quality. For designing a logo use Adobe Illustrator, not Photoshop.

Some clients will specify in the design brief that their logo will only be used for one specific medium, e.g. on their website. Be wary of this. Requirements often change so it is usually best to always design a logo to be used across various mediums.

What do you think?

Does your favourite logo adhere to these six principles? We would love to hear your feedback.

Source: LogoBird

Principios de un diseño de logo perfecto

El diseño de logotipo está jugando un papel cada vez más importante en la personalización de empresas, productos y servicios. A medida que la piedra angular de la identidad de la marca, un buen logotipo ayuda a establecer el escenario para el desarrollo de una marca de éxito y de larga duración.

El diseño de un logotipo excepcional es mucho tiempo y mucho trabajo duro. Para ser capaz de interpretar las instrucciones de diseño y llegar a un concepto de diseño que destila la esencia misma de una empresa toma una persona muy singular.

Aparte de tener una combinación de talento en bruto, habilidades de comunicación y mucha paciencia (por nombrar algunos), es esencial que el diseñador desarrolla un entendimiento astuto de los principios básicos de lo que hace un buen diseño del logotipo.

Un buen logotipo debe ser; simple, distintivo, relevante y fácil de recordar, sin tiempo, y versátil.

Vamos a echar un vistazo a esos principios con más detalle.


1. simple
 

Ejemplo: Seven Network (Australia) Logo
Diseñado por Ken Cato, en 2003
 

Un buen logotipo es simple en su construcción, pero no en su concepto. Muy a menudo al ojo inexperto, un buen logotipo puede parecer tan simple que parece que se armó en cuestión de minutos. 

La gran mayoría de los diseños de logotipo que son a la vez simple y exitosa están respaldados por muchas horas de investigación y conceptos utilizados que no hicieron el corte. Por lo general es el resultado de un proceso de diseño del logotipo extensa y exhaustiva. 

Otra ventaja de la simplicidad en el diseño del logotipo es que un simple logotipo es mucho más probable que se alinean con las otras cinco principios de buen diseño de logotipo: distintivas, relevantes, memorables, versátil y atemporal.


2. distintivo
 

Ejemplo: logotipo de Apple
Original diseñado por Rob Janoff, en 1977
 

Un logotipo distintivo se destaca de la multitud y en general será único en su apariencia. Un logo que es único tendrá una esencia que distingue de alguna manera de la manada. Debe tener un carácter distintivo a la vez que retrata de manera efectiva los requisitos clientes de negocios. 

Teniendo en cuenta que hay millones de logotipos existentes en la actualidad, y cientos, si no miles de otras nuevas que se crean todos los días, cada vez es más difícil diseñar un logotipo que es distintivo. La capacidad de diseñar logotipos distintivos sobre una base constante hace un diseñador del logotipo excepcional.


3. relevante
 

Amazon.com Logo
Diseñado por Turner Duckworth, en el año 2000
 

Un buen diseño del logotipo será relevante para la industria, el cliente y el mercado objetivo. 

Si está diseñando un logotipo para un jardín de infancia, debería ser justo decir que no debe verse como que fue diseñado para un banco, y viceversa. 

Para diseñar un logotipo relevante el diseñador no debe confiar en las instrucciones de diseño solo. Todos los clientes y sus respectivas industrias son diferentes, no importa lo sencillo que puede parecer a primera vista. Mediante la realización de más investigaciones, que le ayudará a crear un diseño relevante que habla directamente a la audiencia deseada.


4. memorable
 

Nike Logo
Diseñado por Carolyn Davidson, en 1971
 

Un logotipo bien diseñado se ha comprometido a la memoria de un solo vistazo, y se recordará fácilmente por el espectador. La simplicidad va un largo camino hasta aquí. 

Reconocimiento engendra la familiaridad, lo que ayuda a construir la confianza y la lealtad en una marca.


5. Timeless
 

Omega Watch Logo
Diseño de Desconocido, en 1894
 

Un buen diseño de logotipo tendrá una duración de décadas sin la necesidad de un importante rediseño. Esto es algo que un diseñador debe mantener constantemente en el fondo de sus mentes durante el proceso de diseño. 

¿Cuál es la forma del número para ayudar a asegurar la longevidad de un logotipo? 

Evitar tendencias. 

Como los tipos creativos, a menudo es muy tentador para los diseñadores de moda para aplicar elementos en un diseño de logotipo. A veces, un elemento de moda, incluso puede colarse su camino en un diseño sin darse cuenta el diseñador. 

Diseño de logotipo es por lo general sobre la construcción de la confianza y la lealtad en una marca en el largo plazo. tipos de letra de moda, las imágenes y los colores estarán fuera de moda dentro de un período relativamente corto de tiempo., por lo tanto, su uso menoscaba la capacidad del cliente para construir valor a largo plazo de su marca. No hay muchos clientes quieren tener su logotipo rediseñado cada pocos años.


6. Versátil
 

Logotipo de Royal Dutch Shell
Diseñado por Raymond Loewy, en 1971
 

Un logotipo bien diseñado será utilizable en una amplia gama de aplicaciones. El logotipo debe quedar bien en una tarjeta de visita, en el lado de una valla publicitaria, o como un icono en una página web clientes. 

Para asegurar la versatilidad, un logotipo debe ser diseñado en formato vectorial. Esto asegurará que el logotipo se puede escalar a cualquier tamaño sin perder calidad de imagen. Para el diseño de un logotipo utilizar Adobe Illustrator, Photoshop no. 

Algunos clientes se especifique en las instrucciones de diseño de que su logotipo sólo será utilizada para un medio específico, por ejemplo, en su página web. Tenga cuidado con esto. Requisitos cambian a menudo de lo que suele ser la mejor manera de diseñar un logotipo siempre para ser utilizado a través de diversos medios.
¿Qué piensas?
 

¿Tiene su logotipo preferido adherirse a estos seis principios? Nos encantaría escuchar sus comentarios.
Source: LogoBird

,

23 Clever Little Tactics For Online Lead Generation

There’s plenty of ways to generate leads online. In fact, there’s probably an infinite amount of ways to generate leads online.
All it takes is a little creativity and an overarching strategy and you’ll be hard pressed to find that your work isn’t paying off in spades.
If you’ve gotten the strategy down, here’s 23 ways to get the creative juices flowing…

23 Creative Ways to Get Leads Online

1. Landing pages are crucial to online lead generation. Make sure the pages where you capture your leads have all the elements of a great landing page. Most of the tactics on this page will require a landing page of some form or another where the potential lead will enter their email address.

2. Use strong calls-to-action to make every page on your website lead (eventually) to one of these landing pages.

3. Write a special report that provides a solution to a problem your customers have. The goal here is to answer a small problem within a big problem. The big problem should be solved by buying your product. Require and email address to read it.

4. Write a white paper that does basically the same thing as above. You might be surprised at the results of labeling it a “white paper,” though. Read Mike Stelzner’s book if you need help. Again require an email address.

5. Put together a few Squidoo lenses about issues in your industry that your customers care about. Make sure your Squidoo profile has a link back to your site…or better yet, a lead generating landing page.

6. Take some blog posts (or articles) about a high traffic keyword phrase in your industry and put them together on a page that’s optimized for that keyword phrase. Use Scribe (affiliate link) to optimize the page if you don’t know anything about SEO. Tell readers to subscribe once they’ve read the resource.

7. Use Gotowebinar to host a webinar that (again) solves a problem for your customers. Require an email to register.

8. Use WordPress to create search optimized mini-sites that dominate search results for keyword phrases in your industry. Have the mini-sites lead back to your main site and prospective landing pages.

9. Contribute to online forums in your industry. Answer questions, be helpful, and be generous. Make your forum signature link back to your site and/or landing pages.

10. Create a buyer’s guide to a type of product you sell. Make it honest and useful. Be confident enough to show your strengths and weaknesses in all their glory. Be objective about you and your competition. Give this one away to be shared for free in pdf format. You don’t need to require an email address as long as you make sure there’s a link back to your site somewhere in the document.

11. Make a powerpoint presentation, present and record it with Camtasia, then slap it up on Youtube or Vimeo. Use Youtube’s annotations to add links back to your site.

12. Start engaging with potential customers on Twitter. Again, answer questions and be useful. Direct people to content that solves problems either on your site or someone else’s. Once in a blue moon, direct traffic to a landing page that captures leads.

13. Write an ebook that teaches people what your business has learned over the years. Be open and honest. Give it away.

14. Hold a virtual conference where a few key players in your industry get together and chat about issues, problems, and solutions to your customers greatest needs. Use Eventbrite and Gotowebinar to set the whole thing up. Require an email address to register.

15. Make a Facebook Page (not to be confused with a profile) for your company. Use the FBML Facebook App to create a landing/welcome page that captures leads. Use Involver to connect your blog feed (not full text blog posts), Twitter feed, and any other social networks you’re engaging in. Once you’ve done that, use your wall as another touch point with potential customers.

16. Comment on blogs in your industry. Be intelligent and answer questions. Never link back to your site in the body of the comment. Put your site address in the site address field and nowhere else. Eventually your comments all over the web will leave bread crumbs for leads to follow.

17. Create a manifesto. Make it your about page. Tell readers to subscribe to your blog or newsletter if it resonates with them.

18. Use your blog to address every question a potential customer could ever have about your product. Ever. When you’re finished answering questions, keep writing useful, valuable articles and stick them up there too. Every blog post is a step towards getting a lead out of your readers. Blogs tend to snowball as well so the more posts you write, the more leads you’ll get in the long run.

19. Write objective reviews of products, services, and providers in your industry. Post them on your blog.

20. Have someone code up a little information box with a call to subscribe to your blog or newsletter that shows up at the end of every blog post. Link it to a landing page. You can also include sharing links to spread the post.

21. Use VBulletin (probably the best but not free), Vanilla Forums (free), orBBPress (free) to create a support forum on your site. Encourage your customers to ask questions there. After a while, you’ll have a huge amount of content that attracts traffic, answers questions, and works to build rapport with potential leads. Advertise your lead generating landing pages in banners or text boxes on the forum.

22. Create a free course that’s delivered via email autoresponder. Write 10 articles that show your customers how to do something, make them into emails and have them set to go out over the course of 10 days every time someone subscribes. Email is probably the best online lead generation tool the world has ever seen (and maybe ever will see). At the end of the autoresponder have a message with a strong call to action for the next step in your sales process. Use the email list you grow from the course as an ongoing newsletter. Keep sending great content to that newsletter and you’ll have a never-ending source of potential leads. Use Aweber (affiliate link) to manage the whole thing.

23. Come up with your own ways to generate leads online. All you need to do is figure out different ways to deliver value over different online mediums. Couple that with a strategy to direct potential customers to the right lead generating places, and wham! You’ll get those leads. Tell me about your ideas in the comments.

Tactics From the Comments

24. Implement a pay-per-call and/or pay-per-lead affiliate program. –Geno Prussakov

Source: SCRAPPY PENCIL MEDIA