Brand and Logo Design
A crown atop a head is associated with royalty. No wonder, people easily associate the king of wristwatches by the crown symbol on top of its brand name. The leading online retailer is just another dotcom except for the fact that the smiling face shaped arrow starts from the character A' and ends in Z.' It signifies that they sell the widest range of products. Both these corporate houses, apart from words, also use a graphic character in their logo. However, this does not mean that a company's logo design must' include graphics in order to make it stand apart from the competitors. The logo of IBM, bold blue serif alphabets with seven equidistant horizontal white stripes running through it, is a prime example. Look carefully. You will find the white lines at the lower right corner looks like an equal sign, signifying equality.
The importance of logos when branding your business
The three examples given above are proof of how a properly designed logo describes the principles of the company. These logos are not extravagant. In fact, they are extremely simple, but contain that special something, be it the crown, the smiley, or the equal sign, that puts them miles apart from their competitors. You should keep this in mind when planning a logo for your company.
What font should you use?
If graphics are the face of a logo, the font is its soul. Stick with a serif font as far as possible. The tiny serifs on the ascender and descender help to separate the characters, thereby enhancing readability. Try writing the word Illumination' using a sans serif font like Helvetica. The first three characters will look like lll.' This where the serif separates the upper case I' from the lower case L.' However, if you want an assertive' logo, and want to use serif fonts, choose an extra bold fonts like Hobo. However, the readability of these fonts decreases, especially when used in reverse (white type on a dark background) and in small point sizes. If your product relates to flowing' (like shampoo), use a script font.
Colours and graphics
Do not use more than three colours for your logo design, unless your brand relates to kids. In such a case, you can use a wild combination of colours, and graffiti fonts. Use graphics very carefully, so that it identifies your product. If your brand is Marko' and you are in the gear business, you can replace the O' with a gear symbol... a killer combination and a prime example of how to integrate brand and logo design.