To follow up with last week’s discussion of IMC, this week I focused on logo creation. Because a logo is essentially the centerpiece of a brand, it is important that it is memorable, representative and creative. Though many logos seem simply designed, a lot of thought actually goes into their development. An effective logo communicates the main principles of a brand and what it means to its audience.
For Design Showcase Six, I was given limited information about a fictitious company:
- Marketing and digital design firm located in NYC.
- Start-up that is on a fast track for growth
- Target audience: Obtaining high visual clients including major apparel and fashion brands.
From here, I was to develop a logo for a brand I created. I was also provided with 50 basic logo marks and assigned to select one and edit it as I saw fit.
After looking through all of the logos, I decided on a vertical piece that reminded me of a tall building. Since my company is set in NYC, I felt that this would be an appropriate choice that conveyed the location of my firm.
From there, I went into Photoshop. I began by changing the original blue to a rich purple with the magic wand and fill tools, giving a darker shade to the three left panels to show depth of field (I also made the ground darker). Purple is a very bright, individualistic color, appropriate for my brand. I then began duplicating and erasing parts of layers to use the current shapes to build the rest of my building. I wanted it to look even more like a skyscraper, reminiscent of the city. This gave me some trouble, as it took me a while to get the lines exactly the way I wanted them. I selected Raleway for text, a clean, modern sans-serif font. Because many brands use the last name of the owner, I decided to call my brand Mundo Marketing (I also liked that it is alliterative). I added my slogan, “Bridging business and branding” below the company name.
I kept my design to straight lines and a simple typeface so that it would be easily transferable and would look nice on a variety of surfaces and backgrounds.
As my business expands, I feel that this logo will still remain relevant. The imagery is not too attached to any one concept and allows for change within the company. Because I personally am studying both business and communications courses, I am very interested in both aspects of marketing. I wanted to focus my brand on both, but since the tagline is not too attached to the image, it could easily be changed if necessary as the company grows.
To test out my new creation, I created a sample image ad that could be placed on a website or social media using the logo. I found that the tagline may be hard to read if the logo is very small, and though I like my font choices, it may be something to look at in future designs for the company.