Studying existing logos can help you create a more powerful one for your new store.
One thing you’re going to need before you advertise your new store’s grand opening is a logo.
A logo is a graphic design, usually incorporating letters, which represents your new store. Put this logo on your signage, your advertising and marketing materials, and it becomes an extension of who you are or what you do. Some might say…the logo is a mask of sorts. It’s a mask that stands in for the owner.
A logo is not like math where one + one = two. You don’t know what blue plus square will add up to until you see it. There are thousands of type fonts to choose from and decisions to be made about the color of type and the levels of transparency. The process of creating a logo for your new retail-marketing outlet will be one of exploration.
A brief history of the logo
The logo is as old as humankind itself. The blood-red handprint on the cave wall. The drawing of a hunter. The drawing of a buffalo. These are the first logos. They are graphic representations of a tribe of hunters and what they do – hunt.
As people became more civilized and sophisticated, logos did as well. Aristocracy would spawn family shields – complex designs without writing. This was a time when few could read…so images had to stand in for letters and words. The local fishmonger would use the image of a fish on his storefront; a blacksmith might use the image of a hammer.
Logos increased in number and variance as industry and technology increased. And they have made an evolution from very Victorian style (busy) to a more modern style (simple).
What makes a good logo?
1. It should be unique
Try to stay away from overly used images like an arrow or a globe. Keep in mind your logo doesn’t have to say what your company does. Take a look at the Starbucks logo. Does it show coffee beans? Is BMW’s logo a car?
Adding perspective/depth to a logo can make it more unique. Color can contribute to a logo’s uniqueness as well. Take a look at the Mobil gas logo. The simple change of the “o” in Mobil from black to red makes it jump out at you.
2. It should be memorable
When it comes to being memorable, “unique” isn’t enough. Yes, people need to be drawn to your new store’s logo – it can’t just “lie there,” as they say, but it also has to be relevant. There has to be a reason for it. The parts of the logo must add up to something greater. Your logo must represent an idea, which in turn helps people remember it.
3. It should work if it’s small or large
Your logo must be able to work as a letterhead or on a TV screen. This is why we’ve evolved away from complex logos. They can’t go small without being difficult to decipher.
4. The character and feeling of it must be appropriate
Before the marketing campaign, before the logo design, you need to first determine your target audience. Your logo needs to accurately reflect the values and culture of your business. Your logo can’t be to serious if you’re a kid’s TV show. Nor can it be silly if you’re a lawyer. The preferences and meanings of various colors differ from culture to culture. The colors in your logo reflect on you and what you do, so, reflect on them before making your choice.
One last piece of advice, your new store’s logo can’t express everything, but it must express at least one thing…the most important thing that the brand stands for.
Take a close look at these famous logos. You’ll be surprised at what’s hidden in them. These logos have gone above and beyond in their design, adding clever, slightly subliminal aspects to their logos.