In order to have an efficient branding that is perfectly aligned with the business, it is necessary to leave aside the considerations and seek to answer some fundamental questions. for instance, questions not only for the creation of the symbol but also for the definition of all the communication of the company.
Based on the answers to these questions, you can come up with a range of textual information and visual references that will broaden your view of the business as a whole and help you set the path to follow. After reviewing this information, you will have a better idea of where the logo will need to be applied, which visual language should be worked on, which typographic fonts will be most appropriate, what colors can be used, and so on.
The ideal logo needs to communicate efficiently, and this does not mean that it needs to be blatant and exaggerated, full of bright colors, complex details, and visual effects, because the more information and elements make up the symbol, the longer it takes for the brain to process all this information in order to understand it, which will consequently hamper its memorization.
Contrary to all this, an efficient, memorable, and pleasing logo in the eyes of the consumer needs to be simple, clear, and visually balanced. Take as an example the largest and most valuable brands in the world, most of which have simple but striking brands, because they use only the essential to transmit the message quickly and efficiently. Another interesting detail is that many famous brands are typography-only or have only one color, proving that an emblem does not need many details or colors to be efficient and memorable.
Some other important points that should be taken into account are:
- – Do not use more than two fonts;
- – Use good legibility fonts;
- – Avoid using more than three colors;
- – Use colors that give a good contrast.