The Perception of Branding
Yes, logo is important, but it isn’t everything. Logo is probably like a cover of a story book or the marque of a vehicle. There’s so much more to how people perceive a brand.
Logo is part of a toolkit in a brand exercise. Apart from the logo, elements like brand graphics, stationeries and how the logo is applied consistently are critical. We may not remember how the logo looks like but it’s hard to forget how we feel towards the brand. Just think of some of our resentments to some of the telcos here.
Branding itself is a huge project. However, we embrace some principles. Over here are some thoughts and beliefs whenever we’re tasked to design a logo. It’s a evaluation process we’ll go through.
Principle No. 1
Logo must first look good in Black & White
Logos that doesn’t look recognisable in monochrome, will not have a lasting impression. By designing for simplicity and optimum contrast, it provides a clear silhouette and shape.
Principle No. 2
No matter where the logo needs to be shown, it should always be able to ‘adapt’ itself. On a business card, it needs to sit most comfortably with other information. On the website, it needs to be prominent. When printed on a monochrome laser printer, it needs to look bold. When printed on a pen, it should be legible. It also needs to be considered if there’s a need to be engraved on metal or be on embroidery. All these should be thoroughly explored during the design phase.
It should not just be a look good graphics on computer.