1. About logos and graphics

The power of the brand lies in the name rather than the visual symbol;

Many successful brand logos are characterized by names rather than visual symbols. Pure graphic symbols;

A new logo symbol is unlikely to stand up without a name, so if a new brand wants to design a logo, it is best to integrate the brand into the logo name. Of course, after later promotion and brand awareness increase, the font of the logo can be omitted and only the graphic symbols can be left. For example, for Nike, only one graphic appears in the advertisement without fonts. This is because the brand itself is already well-known. Years of huge investment in advertising fees have caused people to associate this graphic with the name "Nike". When they see the graphic, they are immediately attracted to it. I know it's Nike.

One thing to note is that legibility is the most important factor to consider when choosing a trademark. The biggest mistake people make is making their logo confusing. Exaggerated style or design must not be at the expense of legibility. No matter how beautifully designed the trademark is, if it is difficult to understand, it must be abandoned.

2. About shape

There are many shapes of logos, but it is best to design them in a rectangular shape. Because the rectangle is the easiest shape for human eyes to see clearly, but if it is too tall or too wide, it will not be easy to identify.

In addition, the unique shape of the product can become part of the brand and can also become a logo.

3. About color

Color is a powerful way to differentiate a brand. A color can be part of your brand, but be careful not to choose a competitor’s color for your logo.

After clarifying the above three points, let’s talk about the “gender” issue of the logo’s perception.

People are divided into men and women, and signs are also divided into yin and yang. How to tell the difference? Rely on "feeling" and "vision". Many logos are more or less feminine or masculine.

The above four logos are all found from the logo design cases of Gaitu.com. They all explain the "gender" issue of the logo very well. Feminine fonts include echoes of strokes, lengthening and turning of strokes, smooth folding of strokes, elongation of glyphs, etc., such as the two logos in the first row. In masculine fonts, the strokes are thickened and the ends of the strokes are pointed. Some also use many processing techniques to enhance the feeling of the font, such as the two logos in the second row.

In addition to "gender", the "personality" that logo design should pursue must not violate the brand positioning. If the name of a brand is child-oriented, but it is positioned to be sold to female consumers, then we have to design the child-oriented name with a feminine feel, and get a font design that looks "personalized" to everyone. The intertwining and superposition of these feelings is the origin of personality. If we divide the seemingly "personality" font design into details, we will know that the so-called "creativity", "personality" and "complexity" are just the superposition of simple feelings. Anyone can make a personalized design, but in the early stage, you need to refine the feeling and grasp the categories. This is the foundation and a skill we must be familiar with and master in the future.

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