Logos convey more than just your company name. This truth is known by every business owner today. However, the way your company logo conveys your brand identity depends a good deal on your designer’s personal selection and design decision.

Designers have a number of critical factors to make up their mind about and in this post, I would talk about some common logo designing styles and help you make the decision as to what style of a logo would be ideal for your business.

There would be various elements that you need to take into consideration such as whether your business message can be conveyed via a symbol-based or a text logo. Below are the different types of  designs that I have described for you. You can choose any of these depending on your company, your products and services and an array of other factors.

• Type-based: This is one of the commonest designing varieties out there. Text-based and type-based logos contain the company name in an artistically designed form and create an impression of the company’s name within a short time on the minds of consumers.
• Symbol-centric: Symbols can be anything – from a figure to a pictogram and they can easily penetrate the psyche of onlookers, which means if you want your target audience to register you company’s name within a short time, you can use symbols. Symbols are also good for presenting your brand identity in a nutshell.
• Abstract: This type of design is a little ‘out of the box’ but sometimes it is the best way to describe your business to consumers. Abstract logos can be tricky because, if not executed properly, they can do more harm than good. It can fail to create an impression or worse, it can create a wrong impression altogether about your company among consumers. So, be careful when you entrust a logo design company for designing an abstract logo for your business.
• Initials-based: Sometimes, you do not need to tell the full name of your company. Sometimes, initials are enough. A single letter logo can be great to express your brand identity and so can a combination of a few letters. Do a little research to find out whether it would be right to present your company name through initials or an acronym.
• Badge-like: Generally, these types of identity are used by automobile companies. Look around the city roads, and you will realize that almost every car company uses an emblem or badge as their unique identity. Even sports associations and clubs use such logos. Would a badge-like logo suit your business? What does your instinct tell you?
• Mascot: A mascot or cartoon character can be anything from an animal to a human figure. They are used by both for-profit and not-for-profit organizations. See if a mascot would be able to represent your company to your target audience. You need to do a little bit of homework for this.

Conclusion

When it comes to logo design , India is preferred choice for many companies. They say Indian companies can produce highly customized logos within your budget. Shop around well before you choose the graphic design company that will be taking care of your identity design. It is your corporate identity that we are talking about. You cannot afford to make a hasty decision. Do the required research. All the best.

Do not hesitate to share your experience!

Have you noticed that we describe our friends and colleagues by using different words? For example, if a colleague helps us regularly, we may use the words ‘kind’, ‘generous’ to describe him. We do it because we believe that these words describe our colleague perfectly.

The same goes for brand as well. If you use the right words, they will allow you to establish a powerful identity of your brand. Herein lies the importance of including a catchy tag line in a logo design.

If you observe carefully, you would find that famous companies always use a tag line that beautifully describes their brand/product. For example, the tag line of McDonald is “I’m lovin it”. By using three words,  McDonald highlights the fact that opting for their products can provide one with immense joy.

Creating an Interesting Tag Line

People associated with any logo design company will agree that it is impossible to come up with intriguing slogans ‘just like that’. To develop catchy slogans, you may need to opt for several brainstorming sessions.

You need to be careful about the words you use during logo designing , because they have the power to evoke strong emotional responses. Additionally, you need to ensure that these words convey the intended message.

According to our opinion, for creating an exciting slogan, one needs to follow three logical steps. We discuss these steps in details.

Mind Mapping

For mind mapping, acquire a pen and paper. Sit down and think about your company. Write down the words that come into your mind, regarding your company. These words can include nouns, adjectives, and even alphabet. However, make sure that these words are related with the values and purposes of your company.

Select a Functional Advantage

What are the special features of your company? Why should people opt for services of your company, rather than your competitors? Note down answers to these questions in a paper. Narrow down the answers to select phrases/words that highlight practical benefits of choosing your company.

For example, the slogan of Expedia.com states’ Don’t just travel. Travel right’. The slogan highlights the fact that this company simplifies the process of traveling. With this company, you do not need to travel aimlessly. Rather, you can travel in an organized and smooth manner.

Opt For an Emotional Advantage

The next step is to choose a word that evokes an emotional response from the audience. Words that evoke positive emotions can include ‘love’, ‘dreams’, ‘forever’, ‘care’.

The tag line of DeBeers is ‘A diamond is forever’. This tag line highlights the fact that diamond has a timeless appeal and helps one to establish a lifelong bond.

Avoid Creating a Long Tag Line

To allow people remember your tag line easily, stick to 3 or 4 words. Do not exceed 4 words in any situation. If you consult tag lines of famous brands, you will find that tag lines of most of them include 3-4 words.

Follow these above-mentioned stages to come up with catchy slogans that reinforce the value of your brand.

Starbucks, one of the biggest coffee chains of the world, recently introduced a new nameless logo. Though the new logo design highlights the company’s signature twin-tailed siren, it no longer includes the words ‘Coffee’ and ‘Starbucks’. The introduction of a nameless logo has sparked off a controversy regarding its usefulness.

Most people believe that nameless logos only work for companies who have already established themselves as a brand. Probably that is the reason why Starbucks did not hesitate to take this bold step.

Logos can be broadly divided into three categories-

Typographic logos- Typographic logos highlight the company’s name in unusual and creative ways. A good example of a company that uses typographic logo is Calvin Klein. The logo of this company highlights the initials of the company name in an interesting way.

Since typographical logo involves only playing around with text and fonts, many assume that it is easy to design. However, the reality is different. Designers have to choose a unique font to distinguish the logo in midst of thousands of others. Additionally, they have to pay attention to other factors, such as letter and word spacing and shape of the letterforms.

Type and symbol logos- These logos involve symbols and name of the company. Apart from creating awareness about a company, type and symbol logos can subtly highlight values of a company.

The logo design of the famous Jaguar car company can serve here as a good example. While the upper part of the logo highlights a wild cat jumping, the lower part points out the name of the company. The wild cat creates a powerful image and the strong typeface that highlights the company’s name, matches it perfectly.

Symbol only logos- Companies that have created a strong brand identity of their own usually opt for symbol only logos. Examples can include Apple, Shell, and Starbucks.

Simplicity is the biggest thing that symbol only logos can teach designers. A good way of understanding the simplicity involved in famous logos is to break them down in their basic forms.

If you remove text of the National Geographic logo, for example, you will be left only with a rectangle. Implementing this strategy by yourself will help you to understand that when it comes to powerful designs, simplicity is the key.

Nameless logos can be successful, only in case of companies who have earned great popularity. As part of a logo design company, if you have to deal with a client who wants a nameless logo for his/ her start-up company, convince the person that it will not be a good idea. Rather, assure the client that a typographic logo or type and symbol logo would be the perfect choice.

Of course, if you are designing for a renowned company that everyone knows, it’s a different matter.

In the logo design industry, creating unique logos and meeting deadlines are not enough. A logo designer should possess creativity skills. Along with it, the designer needs to possess the ability to convince clients that the logo meets their requirements perfectly.

However, things do not work out so perfectly in the designing industry. Clients are often stubborn about their preferences. Many a times, the designer, working on behalf of a logo design company, gives in to the client’s demands. As a result, quality of work suffers, with the designer grumbling that the client has murdered his/her creative skills.

As a designer, you need to accept the fact that clients will always find some fault in logo designs. In such a situation, you can follow the client’s instructions and make necessary changes. Alternatively, you can try to convince him/her. Here are few tips that you can consider:

• Confidence is the Key

When it comes to handling clients, confidence is the key. Confidence creates the impression that you possess the required expertise and skills. Clients have more faith in confident designers and usually, do not push them for making unnecessary changes. If you appear confident and assertive before the client, there are high chances that he/she will allow you to retain the original design.

• Gently Highlight Your Skills and Expertise

Confidence represents the first step of convincing the client. The next step is to point out your credentials and expertise. This does not mean that you have to present your degree, testimonials, or certificates before them. Rather, this would mean creating the image of a passionate designer who is completed devoted to the client’s project.

• Point Out Your past Successful Projects

If the client still forces you to make unnecessary changes, point out your past projects that have earned reputation and acclaim. Most clients want to make changes because they do not have complete faith in the designers. Discussing about your past successful projects will reassure them. However, consider the fact that this may not be the right strategy in every situation. Some clients may evaluate this strategy as defensive or egoistic.

Still, if you can tactfully implement this strategy, it may convince the client.

• Avoid the Defensive Approach

If you are working as a designer in a logo design company in India, you should avoid the defensive approach at any cost. Understand the client’s point of view and stay levelheaded. Do not take the disagreements or criticisms personally. Remember that clients do not have any personal grudge against you. A defensive approach will convince them that you are an egoistic person and they may react negatively.

• Do Not Dismiss the Client’s Suggestions Altogether

Many designers make the mistake of rejecting a client’s ideas altogether. This creates the impression that the designer is an egoistic person who cannot accept criticisms. The right way of handling the situation is to convince the client that you have considered his/her ideas, and, if you have rejected those ideas, explain the reasons behind it. This will help the client to understand the reasons behind the rejection.

In the logo designing industry, disagreements with clients is common. The best way to deal with this situation is to adopt a sensitive and yet, firm attitude. Communicate with your client regularly. If you do not want to accept the client’s suggestions, explain the reasons behind it and state how it would benefit the project.