LEAD COLLEGE OF MANAGEMENT
• The logo (ideogram), is the image embodying
an organization. Logos are meant to represent
companies’ brands or corporate identities
Preliminary Work Is a Must
• Preliminary sketches are an important first
step in designing an effective logo.
• These can be as simple as paper and pen
drawings or drafts made using a vector
program, such as Illustrator.
• Keep your logo balanced by keeping
the “weight” of the graphics, colors, and size
equal on each side.
• a balanced design is the safest approach.
• A logo is not effective if it loses too much
definition when scaled down
• for letterheads,
• envelopes, and
• small promotional items.
• The logo also has to look good when used for
larger formats, such as posters, billboards, and
electronic formats such as TV and the Web.
Clever Use of Color
• Use colors near to each other on the color
wheel (e.g. for a “warm” palette, use
red, orange, and yellow hues).
• Don’t use colors that are so bright that they
are hard on the eyes.
• The logo must also look good in black and
white, grayscale, and two colors.
• Breaking the rules sometimes is okay; just
make sure you have a good reason to!
Design Style Should Suit the Company
• You can use various design styles when
creating a logo, and to pick the right one, you
should have some background information
about the client and the brand.
Typography Matters… a Lot
• Choosing the right font type and size is much
more difficult than many beginner designers
• Avoid the most commonly used fonts, such as
Comic Sans, or else your design may come off
• Make sure the font is legible when scaled
down, especially with script fonts.
• One font is ideal, and avoid more than two.
Dare to be Different
Try breaking the rules of design and taking
K.I.S.S. (Keep it Simple, Stupid)
• The simpler the logo, the more recognizable
it will be
Develop a Design “Assembly Line”
• Brainstorm and generate ideas
• Preliminary sketches
• Develop vector designs
• Send to client
• Add or remove anything the client wants
• Finalize the design and resubmit to client
Use Other Designs for Inspiration Only
• You might think the arrow does nothing here.
But it says that amazon.com has everything
from a to z and it also represents the smile
the customer's face.
• Ever wondered what the three stripes on the
Adidas Logo mean? They represent a
mountain, pointing out towards the
challenges than are seen ahead and goals that
can be achieved.
• The apple in this logo is taken from the Bible
story of Adam and Eve, where the apple
represents the fruit of Tree of
Knowledge, with a pun on “byte/bite”.
The star in the three corners on their logo
represents the Mercedes-Benz dominance on
land, sea and air.
• Being an Online Food Delivery service, its logo
shows a fork formed into an @ symbol! Such
an easy logo to remember.
• The arrow was introduced to underscore
speed and precision, which are part of the
positioning of the company.
• The old logo of Baskin Robbins had the
number 31 with an arc above it. The new logo
took this idea to the next level. The pink parts
of the BR still form the number 31, a reference
to the 31 flavours.
• Carrefour is one of the biggest European
retailers, and its also French for crossroads. The
logo symbolizes this word via two opposite
arrows. They also added the first letter of the
name, because if you look closely youll see the
letter C in the negative space between the two
• At first, this logo might not make much sense.
But if you look closely, youll see the number 1
in the negative space between the F and the
• Sony Vaio is a well known brand of laptops.
But did you know that the name Vaio logo also
had a hidden meaning? Well, the first two
letters represent the basic analogue signal.
The last two letters look like a 1 and
0, representing the digital signal.
• Unilever is one of the biggest producers of
food, beverages, cleaning agents and personal care
products. They produce a huge amount of different
products and they wanted to reflect this in their logo.
Each part of the logo has a meaning. For example: the
heart represents love, care and health - feeling good, a
bird is a symbol of freedom. Relief from daily chores “
getting more out of life.