Make a Splash | 20th July 2015 | Tom Burgess
Here are some hints and tips to make sure your next logo design stands out from the rest.
Florida based marketing agency, Fractl have conducted a survey to analyse the data and reveal the secrets behind 50 of the worlds most popular brand logos. Even across the broad range of industries the survey has revealed some interesting trends which will be useful to keep in mind.
Over 95% of the 50 companies surveyed opted for a one or two colour logo, cleanliness certainly comes out towards the top of the list, right next to colour psychology. A crucial part of logo design, blue and red were the two most popular colours amongst the brands; red is connected with a sense of urgency and dynamics whereas blue reassures, relaxed and builds confidence and trust in a company. Having a large number of colours in your logo can lead to confusion and a lack of clarity for consumers.
Flat design has had a huge rise in popularity over the past couple of years; there is no coincidence in the correlation between this and the fact that mobile web traffic has overtaken the demand from desktop computers. The change is a no-brainer to most companies. 45 of the 50 companies surveyed had opted for completely flat logos. Not every logo necessarily HAS to be flat; some companies such as Volkswagen and BMW use logos that are completely bevelled and stand out further due to this buck in the trend. The trends do not necessarily have to be followed if your logo is strong enough to go against the grain.
When you have decided on your style and the colours to represent your brand it is important to make sure that your logo is designed using vectors as opposed to raster images. Vector images are mathematical equations from one point to another made up to form geometrical shapes; raster images are made up of pixels (the smallest single elements in a display device). When a raster image is scaled up, it usually loses quality. Either adding more pixels or increasing the size of the pixels can enlarge a raster image. However the resizing is achieved, it will result in spreading the original data over a larger area and if stretched too much will result in losing clarity.
Graphic designer Paula Rúpolo conducted an experiment to see how brands could be perceived with their colour schemes swapped with their direct competitors. Blue, yellow and red are the most frequently used colours for majority of the big companies. The icons from most logos are recognisable and at a glance it might take a moment trying to find what’s wrong with the image.