Logo Design Considerations
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, McDonalds 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? Our creative director, Keith Borshak wanted to chime in and shed some light on this topic.
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.
He’s had clients such as Pepsi, American Airlines, FootAction, & American Red Cross. He’s received awards from The One Show for Art & Copy, Communication Arts, National Addy (12 of them), GRAPHIS DESIGN, Print Regional Magazine, and scores more. We could go on, but we have only so much space. His artwork is featured in a marketing textbook. All of this is but a tip of the iceberg of Keith Borshak’s credits from his nearly three decades on the creative side of the advertising biz. Perhaps his creativity comes from the fact that he grew up in the shadow of the Matterhorn (seriously) at Disneyland in Anaheim, California. Whatever it may be, we’re just glad he’s with us. As First Flight’s Creative Director, his goal is to simultaneously raise the creative bar for the agency, and raise the creative sensibilities of our clients while solving their business problems. He and Julie, his bride of more than 30 years, have two great kids and a granddaughter, Isabella.