How to Design a Logo

The Research

We will take a close look at the logo-creation of 'Charter', the company we use in our case study. To formulate our premise and focus we follow these three rules: 'distil', 'simplify' and, lastly 'translate'.

1. Starting off with 'distil'; filtering out the essence of the clients message, markets and targets and understanding their business. Combining the above with available market research we can formulate the outlines of the brand or identity.

In the case of Charter, a company focused on introducing a newly developed business model within traditional markets, the corporate image should reflect the introduction of oncoming change, a fresh new look.

Catering for growth, the new logo was to be flexible and abstract, since extent ion of services and cross over to other markets were expected.

2. The second rule, 'simplify, which is a must for any logo, namely reducing the chosen form to be as graphically simple as possible; it has to be equally viewable on a computer screen as on a billboard or truck panel. 3. And following the third and last rule, 'translate', describes the process of translating all compiled information and transforming it into the ideal representation of the charter and its divisions. This procedure involved experimenting with typography, illustrative style and techniques, line weight, figure-ground and other qualities.

The application of all rules on the 'Charter' logo is described in detail below.
- If you would like us to create your company's identity, get a quote today.

The Elements

In an effort to highlight the amount of detail that goes into logo-creation, we giving you an insight on the process of creating the basic 'Charter' logo.

1. Font Usage & Color Base
We chose an open and modern feel font and spaced it loosely. In combination with the mid-tone shade of gray it creates a focused, sophisticated and reliable appeal for the charter name. The color scheme has a neutral gray base topped with a strong accent.

2. Font Details
Details in the individual characters are in support of the total logo. In specific; the 'h' is bending focus to the center element. The end curving of the top end, equally to the 't' has the inversed shape of the center element, in effect 'merging' text with shape.

3. Center Element Base
The center element depicts the charter (book, listing, registration). The bright green confirms the modern feel and strong presence. The green is a variable and inner changeable to support other divisions. (See 6.)

4. Added Dynamics
To affirm the strength but more so to add a dynamic element to the composition the main element features a symbolic page being flipped over, portraying a view on the future: a new way of doing business (turning over a new leaf).

5. Combining the element and the name
The broad spread accolade shaped bottom forming the outline of the main element suggests the inclusion of services when coming together within the center of the charter name. The coming together of shapes, font and color scheme bring unity and strength.

6. Flexibility & Extendibility
Even though the basic charter logo does not feature a division name, it caters a designated location for company growth and expansion display. In order for the division name to stand out we used a more closed font type, however by relating the gray shade to the page element it adds synergy to logo.

The Result

We are happy to have been able to give you a glimpse of what considerations go into the creation of the base of any corporate identity; your company logo.

After applying our three rules in approaching a logo-creation project; 'distil', 'simplify' and 'translate' to our creative thinking, the 'Charter' logo design lead to the this end result.

 

Get your quote right away

Client Testimonial

"

We received huge, positive response from our clientele to the work Antity did for us that was aimed at finding a more effective design and approach to directing our online business and digital communication.

Growth-Link

Online Marketing

Why not have us take care of your marketing efforts, we can help you expand your current client base, increase sales and boast product awareness today!

Call us today or request a quote and have us contact you.

Our Suppliers