Logotypes are Zen to me. How to use a minimum of tools (font, composition, wording) in order to convey a Logo Design?
Coca-Cola is one of those examples. Its design is easily identifiable. Even though the Coke symbol’s been translated to different languages, you can spot it easily. And one of the most amazing things is that it’s nothing but a clever use of calligraphic fonts.
There are tutorials out there to create certain effects or to follow certain kind of design fad. But it takes expertise and talent to make something memorable with nothing but words. We writers make a living out of them, but good designers make them alive.
Why are these logotypes so fancy once again?
One of the side effects of the economy was the birth of an austere, conscious customer that wanted to be more involved in the market. Some people learned to value their well-earned cash and wanted to get the most. More than mere buyers, they wanted to help develop, enhance and create new products.
People got tired of fancy packages for measly products and misleading advertisement. That’s why this wave of austerity spread to every single aspect of the market and companies, customers and designers championed a type of design that used a minimum of elements for a maximum of impact.
Logotypes embrace a vibe of simplicity. A breeze of fresh air in these times.
Why to jump on the logotype bandwagon?
- Granted: a well-done logotype design takes time, planing and tons of trial-and-error experimentation. But, once you have it, its benefits are long-lasting.
- A logotype is easier to reproduce on different media (printed, embroidered, displayed on a screen…).
- Its typographical nature makes it ideal for brand-awareness linked to the company’s name.
- Logotypes embrace a sense of reliability and seriousness that sometimes can’t be achieved by iconographic design.
A logotype creates a measured impact on customers. It stands for trust, clarity and sobriety. Is that what your company stands for?
Then you’ve got an obvious choice to make.