Typography is fundamental in creating a great logo
Great designers spend hours choosing and customising a typeface and font, tinkering with kerning, tracking and leading to make something unique and memorable. Note: A typeface and font are two different things.
You’ll know if you have a great logo design because it will be unique and legible for any application, print or web, small or large. It should leave you with a feeling of ‘completeness’ and not a feeling of, “what if.”
Importantly, you’ll know if you have a great logo design because it would have taken hours of time to create by a designer who knows his/her craft and all for a considerably higher price than a curry and few pints of beer!
Do you know a great designer? Think twice, look at their typography skills.
Is logo design a cost or an investment?
Logo design is just a small part of a brand identity and branding experience.
Layers of management, risk factor and touch-points all have a direct relationship to the cost of a professional logo design.
If you want to know how much a logo design should cost your business then I have just the article for you.
How much does a logo design cost?
Arrange your no-cost logo and branding consultation
what inspired me to write this piece?
I felt it necessary to create a short video that demonstrates an element of design that goes into creating a great logo or brand mark.
The reason being is that some of the logos I've seen lately have left me feeling, let’s say, very frustrated.
We live in a saturated creative market which is compounded by people believing that they know how to design. It isn't their fault. Apps like those
by Adobe Creative Cloud,. what with their full suite of endless creative tools, have allowed people to think that they can bypass
years of training, practice and thus, experience, by jumping into design and selling their work for small fees.
What this does is
create a culture where people, business owners, feel as though they should get a ‘deal’ or ‘low-cost’ option for their business.
When in-fact if, wait a minute… when, the low-cost option turns out to be the worst possible solution, their business image is ruined by the
poor design of one of their most valuable assets; their brand logo.
About the Author
Chris Heighton / Creative Director
I'm Creative Director at 5and3: Integrated communications solutions and my role is to conceptualise, create, develop and evolve inspirational brands.
From logo design to full company brand identities, posters to brochures, email campaign to fully responsive websites, I ensure that our clients image is on brand.
The art of creating a great logo design is to listen to your client, understand your audience and develop the typography. It is this, typography,
that will create uniqueness and quality in your logo design. Play, tinker and have fun with type!
If you have any questions at all please feel free to message me on Twitter @chris5and3.