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Thursday, 9 May 2013

Logo Identity Design – The Anatomy of a Logo Part 1

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It's all about how we at onebestway believe logo identity design really should be done.

When professional logo identity design is implemented properly, it avoids those awkward 'Beauty Parade' moments where business or brand owners are forced to think, "Err - now which one do I like best?" or "Should it be that colour? Or this one?"

Your agency should really be telling you, the business or brand owner, which is the strategically correct solution; the one approach that will ultimately help you to achieve your business goals most effectively. If it feels like you are having to tell them - or that you are simply choosing the one you like best, something is wrong.

Your logo identity should also support your brand position - but that's a whole other story.

This is just an introduction really, but we hope you find it useful.

Logo identity – The Anatomy of a Logo.

The logo development for any brand is far more than a drawn out beauty parade of fonts and colours.  It is an entirely strategic exercise.

Here, we'll illustrate how onebestway think and behave with regards to the creation of the ‘right’ logo for any organisation, project or business.

For example, brands benefit greatly from a visual device to hammer the message home to consumers.  This isn’t always a logo of course, for Coca-Cola it is the iconic bottle shape, for Marlboro it is the iconic cowboy image and for Compare The Market it’s a meerkat.  However, in some cases logos can – and need to – perform this task for you, but even then how you develop the logo, can go a long way to determining how hard it works for you.


Consider the logo onebestway created for Parkers Executive Chauffeurs, the largest such company in the North of England, which is shown here.

Parkers couldn’t use an iconic image as they didn’t have enough Brand Touchpoints where they would have the space to execute it.  And the most iconic representations of their service are their cars, which of course carry some of the most famous brands in the world.  Worse still if you tried to create a truly iconic logo, it just wouldn’t work (we tested it) as it was always overpowered by the more famous iconic logos it stood next to (for example, that of Mercedes).

So there was only one solution.  We had to create a logo where the iconic element was part of the logo itself.  That way, the logo never looked as if it was fighting the more famous brands when placed next to them, but we retained an element which could be used on its own where appropriate as the verbal hook.  Consequently the ‘P’ of the word Parkers was hand-drawn individually to be absolutely unique; there may be others like it, but there is nothing exactly like it.

The unique ‘P’ was combined with a font with which it could fit seamlessly.  Parkers now have their visual hook within a confident, subtle, refined identity, which fits appropriately with the power brands with which it is associated.



In the next Part, we'll focus on the best way to determine what colour should be used in your logo.

Thanks for reading. 

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