Logos play an important role for all types of companies. They are the key component to branding, and they offer an image of who the company is. While a successful logo will entice the customer to select its company for the service they provide, a poor logo can turn a customer away.
1. Transformative Logos
A transformative logo is a great method that engages the customer to look a little longer. Spartan Golf Club’s logo makes the viewer look at a Golfer, then at a Spartan warrior and then back to the golfer. This engagement leaves a memorable mark on the viewer. In contrast, if the transformation is too busy, it can confuse the viewer. In the K9 Compassion Foundation logo, there is a disconnection in the transformation between the 9 and the dog. The connection is unclear and can leave an unclear message with the viewer.
Fonts are significant in the over all look of a logo. Kaiser Organic Bakery uses a font that is not only organic looking, but is also not commonly seen. This gives the logo uniqueness and conveys a message that they have something only they can offer. Prairie Concepts on the other hand, uses two fonts that are over used and can be found on any computer. This commonality reflects a service that can be found anywhere.
Along with font choices, typography can effectively attract the viewer to the logo. Turn, for example is fun, exciting and engaging. It makes the viewer curious and interested, leaving a lasting impression on the viewer. But typography doesn’t always have the same effect. Poor typography can leave a negative mark and bring down the quality of the logo. Spiller Furniture for example, uses typography that has no meaning to the business. The unnecessary enlargement of the S and the R make it difficult to read the logo.
4. Negative Spacing
Playing with negative space can be a clever aspect to a logo. Face 2 Face is a successful example of this. The company name is clearly portrayed and the negative space is easily read as a 2. This is clean and simple, and to the point. However, negative spacing can go wrong. At first glance, Berry Fitness’s logo looks like a ball with the number 3. It is hard to determine if the B is supposed to be a 3, or if the B is also supposed to be bite marks. This ambiguity disconnects the company name from the logo.
Not all successful logos have to be bold and simple. Bear Walker’s logo is much more intricate than most logos, but its focus is clear. This focus communicates a direct message to the viewer and even creates a feel for the brand. It’s directness is what makes this logo so successful. Intricate designs can take a turn for the worse. Cuts to Dye For has a logo that is all over the place. There is no focal point and in return creates a sloppy message.