Logo designing tips from David Airey

Tags: david airey, logo design, logo, social media, web design

“A logo should look just as good in 15-foot letters on top of company headquarters as it does one sixteenth of an inch tall on company stationery.” As a visual heart of a brand, a logo becomes the foremost part of marketing, with the aid of all the most modern technologies in web.

The trend for 2009 is not just in the 3D effects, shines and shadows of the Web 2.0 logos, but goes in a direction of spectacular, breathtaking and unique designs.

Recent logo designing techniques are influenced by the newest technology and innovation. Black and white printings are no longer mandatory for the new logos. Nowadays, the web companies need bold logos that are refreshing and stand out. The logos should enhance the brand visibility and user response. But trends keep on changing, and in the end only the quality remains.

These are the five major logo designing tips from David Airey, a veteran of the field

•    Your logo should be memorable, timeless, scalable and appropriate
Experienced logo designers do not just go for the ever changing trends. According to them, a good design should not only be trendy, but also iconic and timeless, despite of whether they are produced for the web or for print.
“Regardless of whether a logo is seen online or off, they act as identifiers.”- says David Airey. “They help your target audience associate the product or service with you. A well-designed logo will also express qualities appropriate to the business, such as expense, trustworthiness, a sense of fun, etc.”

•    It should be identifiable across all media
As we know web logs are different from that of offline logos. The shiny “Web 2.0” method is the proof of this, but, these are quite very common and hence following the usual trend will never make your logos noticeable. Experts are still at variance regarding whether the new logos will be dynamic, or will follow the trends of “avatar” and “favicon” concepts, leading to a generation of pictographic logos.

Here is Designer David Airey’s view of a good logo: “It depends on the company. Some logos can be designed to allow for a level of animation. This can be shown online, or on TV advertising, but not in print. Ultimately, the logo should be equally recognizable across all media.”

• The industry maintains a standard of placing the logos at the top left of a web page which needs no change.

 “Stats would suggest the top left, as this is where most web users look first - unless of course you have a huge flashing image in the middle of your website, which I don’t recommend.” – says David Airey. He continues, “My logo can be found in the top left corner of my own website, but if someone can suggest a better position, I’m always open to ideas.”

•    Avoid monotony

Good logos like Philips, Nike, BMW, etc have the ability to stand the test of time. But the most vital part comes is how these blend with the colors of the websites they are placed on. This, at times, becomes an element of surprise. The logo will stand by itself, as a powerful identifier, and its design of the site that adds colors which are appealing to its viewers. People usually enjoy a visual feast and hence monotony won’t trigger a positive response.

Here what David Airey says: “You want to keep a level of consistency, so a monotone logo lends itself well to a monotone website, perhaps with a dash of color to accentuate the appeal”.

•    A logo is not a person

Certain campaigns for brand enforcement may perhaps lead to some desperate measures. Companies have started using logos to create social media profile avatars. They also use brand names to name their social media profile. The latter part won’t create much problem, but using a logo for an avatar would be dull, impersonal, distant…
In the case of social media, like Twitter, Facebook etc., experts like David Airey prefer the use of a photo in the avatar, rather than your logo. This would give an increased sense of personality, and strengthens your identity.
Do you have a logo? Or would you consider creating a logo for your name and it to promote yourself as a brand?

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