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Kentyla Arts Designs is an innovative design studio dedicated to providing creative breakthrough solutions that enable our broad-based clientele to elevate their brand.

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July 3, 2022

The Importance of Quality Logo Design

The Importance of Quality Logo Design

by Dewwond Mapp / Friday, 21 August 2015 / Published in Blog, Branding, Marketing

More than 40 years ago, Nike bought its logo from a college student for $35.

When companies hear that logos can come with such a low price, they often don’t understand why we might charge more than that.

Non-designers also sometimes think that a logo shouldn’t cost much because of its scope — since it’s just one measly design, it should cost way less than, say, a website.

When KAD offers a logo design proposal, we present every option available, but our statement is this:

“You’ll use this logo everywhere.”

Logos are used hundreds — if not thousands — of times. Potential clients must understand that the logo will appear on everything from websites and business cards to email signatures and social media profiles. Depending on the organization or business, the logo could end up on movie screens or billboards, too.

Kentyla Arts Designs is most certain to communicate to potential clients the important fact that, because a logo is so widely used, it’s incredibly valuable. It is not just a simple file.

“It takes time to make the perfect logo.”

People tend to think that a skilled, professional designer should only need a few hours to throw a logo together. Non-design types don’t always understand all the intricacies of a quality logo design.

There are a few reasons logos take a long time.

  1. A designer should spend some time getting to know a company’s values, goals, and mission to design accordingly.
  2. Because logos are so important, the revision process is often lengthy — which is expected and OK, but important.
  3. Finally, the company should want the logo to be pixel-perfect. And perfection takes time.

“It’s more than just one image.”

Some clients seem to think their logo design will come in one 300-pixel square. They don’t always understand that a professional logo design will result in a folder full of different sizes and formats of the image.

Here at KAD,  clients are educated and made aware of a list of images they’ll get:

  • They’ll receive full-color, one-color, and black-and-white options.
  • They’ll get horizontal, vertical, and square designs.
  • They’ll get colorful backgrounds and white backgrounds.
  • They’ll get images with and without the company name.
  • KAD will also throw in a style guide, detailing the specific colors, fonts, and other elements the brand could use in other projects moving forward.

The above list has option packs that do not comprise of all the above. None-the-less, our clients understand that the more quantified the final product, the more value it will appear to have.

“A Brand You Can Trust.”

Our experience will show in our design. And, we have a clear understanding that, clients don’t care about your personal experience — they just care about their logo. However, we will always take the opportunity to explain to them how our expertise will affect their corporate image. Hiring an amateur will result in an amateur-looking logo — which won’t reflect well on their company. On the other hand, hiring an experienced (albeit pricier) professional will give them better results. Ultimately, they’ll look more credible, authoritative, and trustworthy.

“It’s not just an image — it’s a copyright.”

When KAD sends over the final logo design, the client will gain copyright ownership of the image (depending on your agreement). Oftentimes clients are not be well-versed on copyright law. That’s our opportunity to explain the value of ownership. We explain that they’ll have unlimited access — they can use it wherever, forever.

That might not be the case with a less-than-professional (read: cheap) designers. We let them know that the cost of ownership is factored into your fee.

“You get what you pay for.”

Sure, the client could go the way of Nike and purchase a quick $20 logo on some sketchy website or attempt to design their own in Microsoft Word. But there’s a big chance it won’t look as good as a experienced designer could produce.

As a design company, KAD knows more than just how to make something look pretty — we understand how to make a design match your brand’s style and values.

Ultimately, when it comes to logo design, value-based pricing is more important than the time it took to create the design or the complexity of the project. A logo is a company’s identity — it’s invaluable.

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Dewwond Mapp

About Dewwond Mapp

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    The primary role of a logo is to identify… Remember this, as it trumps all other advice you’ll ever hear. Identification is what really matters. That’s it.

    Trends come and go, design tools and techniques will evolve, what we perceive a logo to be may even drastically change with time, but for all eternity the single most important goal of a logo will always remain this – to identify the person, product, business or service you’re designing it for.

    How to choose from 4 types of company logo designs?

    A logo is the face of your business. A memorable one can create instant recognition for your brand, establish your credibility as a leading provider of your product or service, and help you stand out in the marketplace.

    You have to weigh many variables when considering the look of your logo. It needs to communicate what your business sells, as well as who you are as a company, what you stand for, and what consumers should expect from you. The colors you choose and the overall design must speak to consumers on multiple levels.

    If you’re diving into logo design, you may be unsure where to even begin. Start with the basics and gain an understanding of the four main types of logo designs. Here are four types of logo designs to consider with examples of logos we’ve recently designed:

    4 Logo Types (Click drop down arrow)

    1. Wordmark Logo Design

    Office Max, Home Depot, and Walmart all represent the most commonly used type of logo — the wordmark. Typically, this type of logo relies on text, typeface, and unique typographic treatments to express the brand’s identity. Because there are no graphic elements to convey a message, the text is often exactly literal, stating the name of the company and sometimes even what it does.

    Wordmarks work best for companies whose names describe what they do, or for those with a distinctive name, even if it’s not yet a household word. This type of logo can be cost-effective for companies with limited marketing budgets that need to focus their efforts on building name recognition. It can also help associate your brand name with products or services more concisely than a symbol might.

    2. Lettermark Logo Design

    Think of a lettermark logo as a monogram for your business. Like a wordmark, a lettermark is entirely text, but rather than the entire name of a business the logo relies on initials to represent the brand. Lettermarks can be a simple monogram or an anagram. CNN is an example of a monogram lettermark logo — it uses the initial letters of the company’s full name, Cable News Network, to create the logo. FedEx represents an anagram lettermark logo, drawing on the first few letters of each word of the corporate name — Federal Express.

    Lettermarks are great if your initials look better in graphics than your full company name. They can also allow you to create a visual link between subsidiaries and parent companies. A word of caution, however — lettermarks work best for companies that have sufficient existing brand recognition and can afford the time it may take to educate consumers on what the lettermark means.

    3. Brandmark Logo

    Departing from the use of text alone, a brandmark symbol uses a strong graphic, which is often abstract, to highlight an aspect of the product or service the business sells. The symbol represents the company by association and relies on the design’s ability to evoke emotion in a viewer. For example, the Nike swoosh implies motion, the perfect representation for the company’s line of athletic shoes and athletic wear.

    A brandmark logo works well if you need an emblem for your product, or if your name is too long, generic or lacking in personality. From a business standpoint, a brandmark can be effective globally in areas where a company’s name may not translate well. It can also allow subsidiaries to associate themselves with parent companies when they’re not able to use the parent’s name directly.

    4. Iconic Logo Design

    A marriage of a brandmark symbol with a wordmark, iconic logos are also referred to as combination logos. Elements may be used together or separately, tied closely or loosely. This type of logo can be very effective in communicating both what a company does and what it stands for (its corporate personality). Mastercard Worldwide, NBC’s peacock logo, and Dunkin’ Donuts are examples of iconic logotypes.

    Although some of the most recognized logos in the world are iconic logotypes, this form of a logo can actually work well for startups and small businesses with tight budgets, whose name may be distinctive but not yet widely recognized. This type of logo is very effective in communicating brand identity, so choosing an iconic logotype may require less marketing to gain recognition for the logo.

    A professional logo design service can help you identify what type of logo is best for your business.

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