When you consider a brand, one of the first things that likely comes to mind is the logo. A “logo” is often made of two components – a logotype and a logomark. A logotype is made of a word or words (usually the name of a business) that are designed in a customized way, whereas a logomark is an identifying mark or symbol that doesn’t contain the business name – it’s simply a graphic image that represents the business. While there is definitely more to branding than just the logo, a well-designed logo can play an integral role in building a brand image. Here’s a quick list of 6 considerations to make in the development of an effective logo:

  • Simplicity: It is critical for a logo to get the idea across quickly. A logotype is not only the name of the company, product or organization – it’s the voice of the brand. Most of today’s major logos can be identified by the logomark alone. We see these logomarks everyday of our lives and they stand on their own without text or logotype (e.g., Apple, Nike, AT&T, Target).
  • Timelessness: Avoid trends for the sake of trends. Few things date a logotype more than choosing a poor typeface just because it is popular. A logo should be less about the latest fashion and more akin to a flag or a signature.
  • Uniqueness: Create a point of differentiation within the product category. Does your logo stand out and set you apart from your competition, or does it get lost in a sea of similarity?
  • Appropriateness: Does the logo convey the intended brand image? Is it appropriate for the target audience? Does it reflect the culture and values of the brand?
  • Color: Emotion plays a factor in how we interpret the colors we see to some degree. The color you choose should be carefully considered based on the industry in which you place your brand. What emotion do you want your logo and brand to communicate? Does this color convey the meaning you are going for? Could the color mean something else to other cultures? Do not go color-crazy – four-color logos can easily create visual clutter and make it hard to create a reverse version. Ninety-five percent of the top brands use one or two colors.
  • Media Versatility: A strong logo should hold up well and convey meaning across the full spectrum of uses. Print, environmental signage, digital media and video are all possible media outlets for your logo. If the logo is on a billboard, will it be recognized at a distance? Can it be projected on a wall or screen? How about being reduced to an extreme measure? Not all logos have to crunch down to a quarter-inch within a printed piece or 50 pixels on a website, but if your mark is still legible or holding up in extreme measures, it should stand up in most situations. As a design instructor once said, “You should be able to silkscreen your logo on carpet!”

Fall 2014 Awards Roundup

Benoit Design has been recognized for our ability to deliver compelling design in both print and web.

Our new Benoit Design, Inc. responsive website received a Silver award in the 2014 Davey Awards Branding category. As described on the Davey Awards website, “David defeated the giant Goliath with a big idea and a little rock – the sort of thing small firms do each year. The annual International Davey Awards honors the achievements of the ‘Creative Davids’ who derive their strength from big ideas, rather than stratospheric budgets.”

Our work was also recognized in the 2014 American Graphic Design Awards by Graphic Design USA, with the Westwood Holdings Group 2013 Annual Report and www.benoitdesigninc.com both earning Certificates of Excellence in their respective categories. Congratulations to everyone involved!

The pHaverfield Collection by photographer Pat Haverfield is an exploration in art and design all derived from hand­crafted crystalline forms. No two forms are ever the same and applications for this new art form include both gallery art and surface design for textiles and home décor. We provided brand identity as well as advertisements and marketing collateral, and we also designed and developed the Haverfield Collection website, built as a custom theme for the Koken content management system.