I would like to tell you a story about 3 brothers that inspire the artist and graphic designers everywhere.
The first brother was a man named Ethos. Ethos is a man of character. He believes that portraying your idea in a creative or compelling way is how you get people to follow your ideals and understand your identity. His brother Pathos is the emotional one. Pathos believes that striking at a person’s emotion with your beliefs is how you can sell your ideals. The last brother and the most logical one is Logos. Logos uses reason to portray his beliefs.
The word logo comes from the Greek word meaning logic. Logo is more commonly associated with the design face of a company.
As a graphic designer I must make logic out of reason. I have seen so many logos in my time and the most disappointing ones are those that are created out of lack of investigation. If your logo does not reflect your company and its interests then you are dealing with a graphic disaster.
These 3 brothers influence how design is viewed today. With the 3 brother’s different styles graphic designers can create emotionally impactful, creative and justified designs for our clients. In order to bring logic to your design you must create an “identity” a reason for being a company. Your “identity” is your reputation and your reputation is everything.
The brand of a company influences your reputation; how you are viewed in the public’s eye. Some times companies are ill informed about how impactful their logos can be.
Like I said, your company’s logo is your identity; it is used on just about every thing your company uses such as business cards, letterheads, advertisements and websites. Your logo is the first thing that consumers look at; it is your starting off point for your possible client relationship.
I have seen quite a few graphic disasters in my time. It is hard for me to comprehend why companies would have a logo that does not represent them. What makes a bad logo? The answer is lack of justification. Every logo should represent its owner. Using the teachings of Ethos, Pathos and Logos is key to creating something that people will relate to; you must have reason emotion and character in each and every design that you do or else you are lacking incite into the direction of the company.
How can I make my logo better?
A lot of designs contain an information overload; they have way too much going on in a small amount of space. Minimalism is key to creating a beautiful design; less is more. Should I change my logo? If your logo does not represent your brand then no one will direct what they see to the emotion of your company. For example when driving down the road and you see that iconic yellow arched “M” that sparks a feeling within you and you know that you are about to see a McDonalds. If your logo sparks some Pathos then you have a good design.
Don’t over load your logo design. Use minimalism to strike at the emotions of the demographic, justify the reasons for the creation of the logo and be inventive.