Keith Borshak, Creative Director
Logo Design Considerations
Keith Borshak

Creative Director

When you think of a successful business or organization, oftentimes, their logo will appear in your mind. According to the Social Science Research Network, 65% of all humans are visual learners. This means that more than half of the population responds well to visuals and finds it easier to retain visual information. This is also one reason why logos are so successful. Your brand’s logo holds a lot of power, and if you have a solid business or organization to back up your logo, that will only increase your success.

Think of some of the most recognizable logos. Some that are sure to come to mind are the Nike swoosh, McDonald’s golden arches, or that all too familiar Apple with a bite taken out. Now, these brands are not successful because of their logos alone; however, after success triumphs, the logo HAD to support the success.

Logos can also be an explanation of a business or organization. This fusion takes much more creative and design work. Telling a story through one visual is not an easy task; however, if it is executed properly, it can be worth its weight in gold.

So, how does one go about creating the perfect logo to represent their brand? Where do you start? What are the most important aspects?



A Word From the Expert

Logos are perhaps the most challenging Graphic Design communications.

Challenging because logos often need to communicate purely on a visual basis, often only accompanied by a name. In the case of Karimu Tanzania, a lot needed to be communicated very quickly. Karimu Tanzania is a non-profit organization that benefits Tanzanian women by making it possible for single women to realize their potential. The visual is that of a young female silhouette.

What makes it unique is that what at first appears to be a traditional Tanzanian headdress is actually the shape of the African continent. The addition of a gold star/earring just happens to also designate Tanzania’s location.

All too often, logos are asked to convey too much information. Karimu Tanzania founders quickly fell in love with the simplicity and obvious relevance to Tanzania. Even more importantly, they loved that their new logo conveyed a clear emotional theme in such a limited space.