LOGO: Design & brand
The word ‘logo’ comes from a Greek word logos, meaning “word”. The logo is the name given form – which is made visual. It is the distinctive mark that works in the context of its environment to evoke the brand insight in the viewer’s mind, playing off the viewer’s own experience in preparation for the next encounter. A logo take almost any form.
However, a logo is not a brand, it is a shorthand for one. A brand insight should come first, then the logo of the brand. Too many small companies get this backward or do not get it at all. What is more important in a logo is that it evokes the desired associations, perceptions and emotional response to the viewer.
The best logos exert an emotional pull to the viewer. Certain symbols carry deeper meanings than that can be appropriated for a brand. By itself, a logo is just a mark, but it acquires meaning through a lifetime of stories and experiences. A logo can change overtime, but it should keep its connection to the insights and meanings in a customer’s mind.
Visual cues:
Visual cues refer to the actual logo used for brand identity and recognition.
Recognition:
For a brand to be recognised through its logo, they usually position it strategically, either through outdoor branding or using effects or lighting so that it’s easily recognised and distinct from the rest.
Colour: the psychology
The psychology of colour is almost the same globally when it comes to brands. Therefore colours cooperated in your logo should be carefully chosen. Psychologists believe that people react to colours with a universal understanding; i.e. white for ‘purity’, purple for ‘passion’ etc.
Plus; when a brand uses colour consistently it is said to ‘own’ the colour. Just not in literal terms though.
Your logo needs to be carefully done, therefore you have to leave that to professionals.
by Samukelo Dlamini
For professional, unique logo designs
Email: samkelo@uvolwethucomm.co.za
Phone: 0313273200
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