Logos are perhaps as vital and crucial for marketing success of a brand or company as appearance is important for the first meeting with a client or employer. It takes seconds for them to lose client/customer interest in the ocean of competitors if they don’t build up strong image and character via which clients, buyers or users can get the chance to recognize them. The logo is the basic mark of brand identity, the most prominent symbol of brand image and the foundation of effective marketing strategy enabling its connection with the target audience. One of the misperceptions in the world of business is that if the product or service is good, it doesn’t need additional investments of time and money into its promotion. However, it doesn’t work like that: without brand identity, even the high-quality product can get lost just because users or buyers won’t get even a slim chance to learn about it or try it. In the contrary, strong branding strategy sets the immediate connection of the product or company and its essential benefits with the sign that represents it. Brands, products and companies need their own personalities that will attract people in the way it often happens with personal relationship. One of the key characteristics of most efficient logos is their simplicity. On the one hand, it becomes a challenge for a designer to create a sign which is both simple and at the same time recognizable. On the other hand, it can give clients the illusion that logo creation is a sort of simple operation that needs a couple of hours and doesn’t require special skills, too much time or effort. That is quite a mistake and such an approach will bring branding to nowhere. To ensure efficient logo design, here are the stages of design and marketing process I follow with each project: setting the task
choice of style direction
choice of color palette
testing in different sizes and environments
creating a style guide setting right cases of logo use etc.