Personally, logo design is my favorite neighborhood within the bustling metropolis of graphic design. It is the creation of marks that can represent everything from entire countries to your favorite local restaurant. The world would be a bland, uninteresting, and potentially confusing place without logos. The design of such important visual markers is a big part of my work and the end result of some of my greatest mental adventures.
Logo design is the practice of distilling down a brand’s essence into a single easily identifiable form. It’s called a practice because that is what you must do to improve and be of better service to your employer/client. This practice includes a lot more than the final result. It takes the gift of vision and the skill to execute on that vision. Decisions must be made. What elements are necessary to be included to represent the brand? Are we going with a wordmark (a la Coca-Cola)? Are we going with an iconic emblem (a la Starbucks)? Symbol (a la Twitter)? Lettermark (a la NASA)? Mascot (a la Mailchimp)? There are a lot of options to consider. There are so many options that you may want to consult a logo design professional.
The price of employing someone to handle your logo design is not simply the cost of their immediate labor but the years they invested in their craft. Their labor includes the conversations had, consultations given, and the entire creative process. Logo designers must do research, investigate, refine, and present before a logo can be reviewed, approved, and adopted. Conversations produce ideas. Ideas produce concepts. Concepts produce more conversations and decisions of direction. Final directions are designed and then applied. It is worth investing in your brand through working with a professional who can help you craft the right image to represent you and your brand.
“[A logo] is your stamp. Your mark. The symbol that it – whatever IT is – is yours. It represents you. It is your symbol. Your emblem.” – self