A brand revamp for one of our favourite clients (are we allowed say that or “is that racist Ted?”). Upper Case were recently tasked with a redesign of the logo for FirstLight. The brief included the addition of a flower with a missing petal and a flame of light similar to the previous logo design.

Introducing a new colour palette and logo icon helped to add new vibrancy and a softer feel to the existing identity and the existing concept, without necessitating a complete redesign. The flame and the flower were merged to create a logo representing both in a subtle way, considering this sensitive subject.

View our logo and branding portfolio here

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Upper Case were recently tasked with developing a suite of marketing materials for our client, Downing Commercial to help them launch a 9 million euro property portfolio. The Cork Limerick Investment Collection (CLIC) project comprised logo and branding design, sales brochure/portfolio, online brochure design and a series of national press adverts.

The logo design that was created is a simple design with the aim to make a strong impression in the property market. The logo has an abstracted skyscraper to represent the commercial property nature of the business.

View our logo and branding portfolio here

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1. Have a specific plan

Before you talk to any graphic designer, make sure that you have a clearly defined and well thought out plan as to what you expect to achieve by hiring them. If you have a particular project in mind, make sure that you can communicate the purpose of the project and what you require to make it a success. In this way, you can see if the skills of the graphic designer measure up to what you require. While you may not know how the finished design will look, you should be able to articulate what you want the design to achieve.

2. Be clear about the budget

Make sure that the project budget is set and agreed when you are hiring a graphic designer. The designer will need to know what your budget is and be able to assess whether the work involved in what is being requested can be achieved within the allowable budget. Also, being clear with the budget available to you will ensure that you will save time and stress by only considering the services of the graphic designers that you can actually afford.

3. Portfolios are important

A graphic designer’s worth can be measured by the quality of their previous design projects that form their portfolios. When reviewing a portfolio, pay attention to the details, the messages that are portrayed, the impact the designs have on you and how memorable the imagery is. A good graphic designer can easily and clearly communicate a message through their designs so in retrospect, the ability to convey a message is something that you’ll need to take into account.

4. References

As with any prospective employee, you should always check the references of a graphic designer that you are considering working with. A quick telephone call or an email to some previous clients that they have worked with can give you a clear and concise idea as to their skills, experience and how easy they were to work with.

5. Location

Ideally, you should try and hire a graphic designer that is located in your local area as face-to-face meetings and interactions are intrinsic to the birth of a successful design. It is easier to convey your business’s style and way of thinking with personal interactions with your graphic designer rather than dealing with an overseas, outsourced graphic designer service.

A good graphic designer is worth their weight in gold and so taking the time to choose the right one to cater to the needs of your business will certainly pay off in the long-term.

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1. Too much detail

Many companies try to do too much when it comes to designing a logo and there is sometimes the thought that a complex or ‘clever’ logo will impress the masses, but this is not the case. The most successful logos are simple yet extremely effective. Think of the golden arches that represent McDonalds or the iconic fruit symbol that signifies the technology giant Apple, these logos are simple and unfussy yet they are instantly recognisable and massively effectual. When designing a logo, the general rule to stick to is ‘less is always more’.

The McDonalds logo is simple but effective.

2. Hard to read fonts

Successful logo designs should be easy to read and professional looking. While a particular font may look stylish or trendy, if it is difficult to read, it will not have the impact that you desire. A good tip is to choose a font that represents what your company is all about or the type of image you want to convey. Similarly, some companies choose a script font in the belief that it looks classic and elegant. However, these types of fonts can be very hard to read and they can sometimes look a little out-dated.

3. Not scalable

While much time may have been spent in designing the graphic and choosing an appropriate font for your logo, all too often, how the logo will look in all sizes is overlooked. Your logo should be easily read and be recognisable in both billboard formats as well as on a smaller scale such as on a letterhead or envelope.

4. Designed by amateurs

A logo is one of the biggest assets a company can possess, which is why it is worth spending that little bit more and having it designed by a professional graphic design company. Many companies try to save some money by allowing an amateur to design their logo; not only does this result in a poorly designed logo but that logo, in turn, will then reflect poorly on that company’s overall image.

5. Too many colours

There is no denying that colour is an important element of any business branding, and this is especially true when it comes to designing a successful logo. However simple choosing appropriate colours may seem, there are many companies who choose to create a logo that incorporates a spectrum of colours, thinking that this mish-mash of colour is vibrant and memorable. In most cases, this is not the end result as a clash of colour in a logo can look confusing and muddled. In addition to looking unappealing, a logo will lose any impact it might have when reproduced in black and white.

By avoiding some of these common logo design mistakes, you can create a logo that represents your company, and one that is recognisable and effective in setting your business apart from that of your competitors.

Upper Case provide a quality logo design service to businesses of all sizes. Contact us today to find out more.

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We all know how important it is to create a good first impression and it is no different when it comes to designing a business logo.

To get the most out of your design, the following are some points you should keep in mind when creating a business logo.

Simplicity

Keep your design as simple as you can. It is very easy to get carried away and to get too clever when designing your business logo. Always remember that less is more in this instance and you should keep your design as simple as possible so as to make it more recognisable to the general public. The simpler the design is, the more memorable it will be.

Typography

If your business logo is to include text, ensure that the font you use is clearly legible. It makes sense that people need to be able to read your logo and not find it difficult to interpret or else they will just lose interest. The font should reflect your business and how you would like to be perceived. Also, make sure that you stick to just one font as more than that will be confusing to those looking at it.

Colour

The colour of your business logo is another important consideration. Think of the iconic red and white colours of the Coca-Cola logo or the yellow colour of the golden arches logo at McDonalds. Try to use colours that are complementary where possible as these are easier on the eye. It will probably be necessary to try out many different colour combinations before you find your perfect match.

Size

The size of your business logo is important as it needs to be large enough to be seen and to have an impact, but at the same time it should be small enough that it can be used on smaller items such as letterheads and business cards. A business logo should be identifiable in all sizes so as to ensure its visibility to the general public.

Recognition

It is also important that your brand logo design is easily recognisable. Avoid having too many elements to your business logo as this can just end up confusing people. As an aid to help instil recognition of your business and its products or services, your business logo should bring to mind what your business does and any unique selling point it may have.

Designing your business logo is not something that will come together overnight nor should it necessarily be. It may involve several drafts and re-drafts and should also be tested at every stage to ensure that the combination of simplicity, font, colour, size and ease of recognition have been successfully blended in order to ensure that you have a successfully designed logo which will stand the test of time for your business.

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1. Find a good designer

The design of a logo for a small business is very important and for that reason, it should be handled by the professionals who have the necessary experience and skills to create a memorable and effective logo for your small business. However, even the most skilled graphic designer will need to work closely with the business owners and so a good relationship should exist between the two.

2. Colour scheme

It’s best to keep the logo colours as simple as possible – too many colours will just make the logo look complicated and busy. A small business’s logo will appear on everything from business cards to van decals, having a logo with only two colours will keep your printing costs down. In addition, keeping the colour scheme simple will ensure that the logo can be reproduced just as effectively in black and white when it is shown on copied documents, faxes, photocopies etc.

3. Include the business name

While big businesses can rely on just on an image only logo, small businesses should also include the business name. As the business begins to grow and gain recognition, the name can be omitted. For example, the Nike logo originally was the swoosh symbol with ‘NIKE’ written within the swoosh symbol. In 1995, as the company was gaining in popularity, the company dropped the text and now relies on the swoosh symbol alone.

4. Keep it simple

A logo for any business should be simple and functional but especially so for a small business. This is because a business logo conveys a message about the business, what it does and what it values. A convoluted logo or one that it is difficult to remember will lead to confusion as to what the business is all about.

5. Choose the font carefully

An overly complicated font may alienate prospective customers and clients. Also, mixing and matching fonts as part of a logo or using amateurish looking fonts is not a good idea. For that reason, a simple, easy to read font should be chosen as it should reflect the impression that the business is trying to create.

A business logo creates an important first impression to the outside world which is full of prospective customers and clients. Therefore, a creative and distinctive logo is an effective tool of success for any small business.

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 1. Simplicity

As the saying goes “less is more”, so avoid overly complicated or highly detailed logo devices where possible. A simple, clear execution that reproduces well in all applications and formats is always preferable. A logo is an emblem and not a sales brochure – that means if you ask it to do too much it will ultimately fail in its primary function. If you’re lucky and succeed in creating something really distinctive, then it may be possible for the icon/logo device to be used without any type i.e. your audience recognise your company by its logo icon alone. Think of McDonalds golden arches, the Nike swoosh or the Adidas stripes.

2. Avoid following trends

A good logo will stand the test of time. Following the herd and copying the style of the day will leave you with a logo that dates far quicker that it should. Gimmicky typefaces, “cool” effects or cutting-edge design might be ok for a design agency but most likely not for your businesses. Controversial design may win awards but it usually only appeals to a minority and therefore alienates the majority. Your logo must seek to be both inclusive and appropriate in terms of its look and feel for your target audience.

3.  Versatility is key

In its lifetime your logo may need to be used on websites, brochures, signage, clothing, cards, billboards or promotional products. That’s no small task. How will your logo look in single colour? How will it scale down? How will it embroider? How will it look on screen? How will it look on a solid background? Being versatile and creating primary and secondary versions of your logo will keep your brand looking its best no matter where it’s encountered.

4. Be Different

It sounds like an obvious goal for a logo but more often than not we fall into the trap of mirroring our competition, crediting them with some insight into logo design that they don’t deserve. This is where the skills of a professional creative are invaluable. The ability to combine sound branding logic with fresh creative ideas will be what makes you logo into a real winner. Be willing to invest in good design. It’s not a service you should select based on lowest price or quickest turnaround – in most instances you get what you pay for (or don’t pay for!!)

5. Tell a story

What does your logo say about your company? Is it simply a one dimensional design with no logical or emotional link to what you do? Does its design execution work on something more than just a superficial level? Does it credit the viewer with a level of intelligence that may be required to “get” the logo and its deeper meaning? That doesn’t mean you set out to be deliberately vague of overly clever, just that you put some thought into the various elements of the design and how it fits with your business. It could be a compelling slogan or a logo device with a clever twist. Endeavour to create a hidden/second meaning to compliment the more obvious one on the surface?

6. Easy to remember

Remember when Royal Mail rebranded themselves as Consignia at a cost of 1.5 million pounds? Only to revert back to Royal Mail soon after for an additional cost of another million pounds. Why? Simply because the swooped a brand that the public could remember for one they pretty much couldn’t. The lesson being that obscure titles and/or complex logos make life hard for your customers. Keep it snappy, succinct and relevant and you’ll be rewarded with increased brand awareness.

7. Always employ a PRO

You wouldn’t fix you own car so why is it that so many of us think we are a dab hand at logo design? Rule No. 1 – only employ an experienced design professional and when you do, don’t attempt to do their job for them. As the old adage goes…”If you have a dog, let it bark”. By all means give the designer a detailed brief and as much insight as possible but leave it at that. Remember there’s a huge difference between mere opinion and actual expertise.

photo credit: <a href=”http://www.flickr.com/photos/horatiu-curutiu/3402069345/”>Horatiu Curutiu</a> via <a href=”http://photopin.com”>photopin</a> <a href=”http://creativecommons.org/licenses/by-nc/2.0/”>cc</a>

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