How to design a communications logo design
Last week we talked about how to go about designing an advertising logo. This week we will look at how to design a web 2.0 style telecommunications logo.
From a design standpoint the style associated with the Web 2.0 style logo designs have received a lot of both positive and negative attention. From the point of view of a logo designer the Web 2.0 can be a very positive design process. This is because generally, the look and style of the logo utilizes the best of classic design, layout and type principals with effects and finishing touches that are relative to the modern digital age.
Recently we were asked by a client to create a set of samples that utilizes the Web 2.0 style for their new company MangoNet. Set in the industry of wireless communications it was important that the brand identity convey a fresh and modern look that was fitting to the high tech field they were in, as well as to their target market.
There are several design characterizations, which can be associated with the Web 2.0 look;
- The first of which is the use the choice of typeface. Generally the style of typeface used
in the style are classic fonts that are highly legible for maximum visual impact. - The next quality is the use of color and digital effects such as gradients and reflections to create a modern and polished look. Bold and bright colors as well as gradients create a fresh and modern feeling because the processes, technology and software used to create these effects are relatively new and have the most impact “back-lit” on a computer monitor.
In the first concept we utilized an idea that was provided by the client. A text based logo where the “O” in MANGO was replaced with an image of a brightly colored mango. Gradients were used in combination with simple geometric shapes to create the illusion of form. To achieve the effect the removed core a smaller shape was centered and the gradient from yellow to orange was reversed changing the illusion of light and shadow.
In addition a reflective effect was added to the text giving the design the appearance of sitting on a shiny surface. This effect is used commonly in many Web 2.0 identities and works as an afterthought to give the webpage or printed material a unique and realistic perspective. It brings the logo from an image that is just stamped on the screen to an identity that is placed into the virtual environment.
The overall design for this concept is very simple yet effective. The use of the iconic image replacing a letter helps to separate the two words and also create a bit of context. Although the image doesn’t necessarily convey wireless technology, the fresh and unique name and design will create a buzz of interest, which will let the consumer look further into what products and services the company does offer.
For a second concept a much more abstract logo design was created which was intended to create an emotional connection with the viewer. The fluid lines and organic shapes help to convey a sense of energy which reflects the high-tech industry that the company is in. The central shape still fits the theme of the mango and also helps give the abstract icon some focus. Gradients were utilized to give a polished look and create depth and dimension.
In order to achieve this illusion it is important to have an understanding of both light and shadow and other business logo design essentials but also how gradients work in vector based software. It is important to avoid common design blunders.
Generally, a gradient is simple a blending from one color to another either in a straight line or a circular radiating pattern. There are other ways to create more complex gradients but they can cause printing and compatibility problems for the client after the design is finalized. By utilizing a combination of both a lighter color and white the illusions of form and glass-like highlights can be created.
The overall design of the second concept is a nice combination of an abstract, energy fueled icon with a clean and simple font. The bright colors again convey a very fresh and modern look that is bound to capture the attention of a potential consumer.
For the third concept design the idea utilizing a series of abstract shapes to help convey wireless technology and communications was used. The basic premise was to create an image that related to the industry with a color scheme that related to the name which would help create a complete design.
A radiating pattern of circular dots was created to express waves or bits of information traveling over a distance. To achieve the effect of perspective the circles were stretched into ovals with smaller shapes at the back and larger shapes gradually getting bigger toward the front. The mind will correct the oval shape back into a circle and view the image as if it were stretching off into the the distance.
By placing the dots as a white image onto a block of color, the maximum amount of visual impact could be achieved. The clean square format blends nicely with the text creating a very clean and effective design.
For the final concept we went back to the mango theme and created an icon with the potential to act as a stand-alone image without the name but still represent the company. To do this the image of mango was created in combination with the initial “M” running through it.
Using gradients once again to capture the form and color of a mango, the cut away “M” adds an additional touch helping to create a very fluid image. The stylized scripted letter utilizes various elements to create fun yet elegant icon. The bold look helps draw the eye whiles the flowing lines help create a sense of energy.
The overall design follows a very “traditional” Web 2.0 layout by utilizing the icon at the end of company name and acting almost as a superscript symbol. The end result is a very effective design that creates a sense of impact and interest while following a modern Web 2.0 style.
