Logos are usually classified into various types. The letter-mark is a logo with only text, usually the name of the product, service or business. The logo-mark is a logo consisting of symbols only. The third very popular type is a combination of both.
You should opt to design a letter-mark logo only if the business has a unique name. The logo will then make the company's name stand out and create a direct emotional connection between the name and the logo.
On the other hand, a logo-mark will be the right option if the company's name is very generic such as Speed, Apple, Water or Stone. Using iconic symbols will help such companies to be identified easily by audiences.
The typeface for the logo design
While choosing your typeface, you need to keep several desired qualities in perspective.
Unique
Avoid common font types, as they may have already been used by many people quite frequently. Select a unique typeface or perhaps design your own.
Readability
When you include typography into the logo design, it should be readable. Avoid using effects like shadows, outlines or emboss, since they make the logo difficult to read.
Thickness
Choose the right thickness so that the logo needs is readable in different sizes. It should be easily visible in small sizes and seem appropriate in large sizes too.
Relevance
Typefaces represent various qualities that can be sensed by the audience. A font with strong thickness communicates 'strong and solid', while a decorative, thin typeface communicates femininity. Choose the typeface relevant to the business.
Number of fonts
Use a maximum of two fonts in a logo, as too many types only create confusion within the logo and make it appear complicated.
Kerning
This is the spacing between letters and should be an important consideration while designing a logo. The distance should not be too loose or too tight.
The logo designers process
These are some of the usual processes used while designing a logo
The brief
The logo design process generally starts with the brief and you must try to collect as much information as you need, including the name and type of business, corporate positioning, target market, competitors and market segments.
Research & brainstorm: During this step, you will start developing your concepts for the logo and look for ideas.
Logo sketching
Once your ideas and concepts are ready, start making your logo sketches using paper and pencil.
Vectors: The sketch can be transferred to its digital or vector format. You would scan it and then retrace using your choice of vector-based application like Adobe Illustrator.
Presentation
Present the raft to your client and explain the concept behind your logo design, your typeface and choice of
colours.
Revision
Based on the client's feedback, you may have to make the recommended changes, if they are appropriate according to your expertise as a graphic designer.
