Wat is belangrijk bij het designen van een logo
Een logo is een van de belangrijkste middelen om de naamsbekendheid van je bedrijf een boost te geven en herkenbaar te laten overkomen aan je omgeving. Een goed logo zorgt ervoor dat zodra de klant het logo ziet meteen aan het product denkt dat hierbij hoort. Een voorbeeld hiervan is de swoosh van Nike, wanneer men die ziet weet iedereen dat het over een product van Nike gaat.
Logo’s zijn dus belangrijk voor bedrijven, maar wat nog belangrijker is dat het weergeeft bij wat voor soort bedrijf het hoort. Op die manier kan de klant het groeperen binnen een sector van soorten bedrijven. Het is dus van grootbelang dat het professioneel overkomt en dus goed en strak gemaakt is. Veel bedrijven begaan de fout door zelf snel een logo in elkaar te zetten, en er te laat achter komen dat dit eigenlijk wel wat beter kan.
Hoe maak je een goed logo?
Zoals in de vorige alinea aangegeven is een goed logo belangrijk voor je bedrijf. Het is een soort van visueel visitekaartje van je bedrijf naar de klant toe. Maar hoe maak je dan een goed visueel visitekaartje wat je kunt gebruiken voor je bedrijf?
De 5 basisregels
Alle bekende en tijdloze logo’s voldoen aan een aantal basisregels. In deze blog gaan we vertellen over de 5 belangrijkste basisregels zodat jouw nieuwe onderneming een vliegende start kan maken.
De 5 basisregels waaraan je logo moet voldoen:
- Eenvoudig;
- Herkenbaar;
- Tijdloos;
- Veelzijdig;
- Passend.
1.Eenvoudig
Een goed logo dient eenvoudig te zijn en niet al te ingewikkeld in elkaar te zitten.
Een eenvoudig logo zorgt voor herkenning, geloofwaardigheid en is vaak veelzijdig. Het is daarom belangrijk dat je hieraan voldoet zodat mensen bij het zien van jouw logo denken aan jouw bedrijf en het product dat je verkoopt.
Eenvoud betekent niet dat je de dienst of het product letterlijk in je logo moet laten zien, het betekent wel dat je eenvoudig moet blijven en moet laten zien waar je bedrijf voor staat en wat voor soort bedrijf het is. Een tal van merken doet dit, kijk bijvoorbeeld naar NS, in dat logo is geen trein te vinden en toch wanneer we het logo zien is het eerste waar wij aan denken openbaar vervoer via de trein.
2.Herkenbaar
Herkenbaarheid van een logo valt samen met de eenvoud er van. Je logo moet daarnaast ook je huisstijl kleuren vertegenwoordigen en dezelfde kleurgebruik is dus belangrijk.
Een eenvoudig logo is herkenbaar wanneer je het ziet en hoeft niet precies aan te geven wat het bedrijf doet.
Paul rand (Een bekende graphic designer voor onder andere: IBM en UPC):
“Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role.
This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable. Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.”
Zoals Paul rand hierboven aangeeft gaat het dus meer erom dat je logo duidelijk is, herkenbaar en onderscheidend van je concurrentie. Op die manier gaan klanten je beter onthouden en koppelen aan je producten en/of diensten.
3.Tijdloos
Een goed logo is tijdloos, dit wil zeggen dat het logo niet gebaseerd moet zijn op een nu actuele modetrend. Wanneer dit wel wordt gedaan kan het zijn dat je logo niet meer relevant is over een aantal jaar en daardoor in de problemen komt. Het is daarnaast ook heel belangrijk om niet zomaar klakkeloos de concurrentie te volgen, een eigen stijl ontwikkelen dus veel effectiever zal zijn.
4. Veelzijdig
Een goed logo moet veelzijdig zijn in het gebruik ervan. Dat wil zeggen dat je het logo op veel verschillende manieren moet kunnen toepassen. Denk als voorbeeld aan het plaatsen van het logo in een onlineadvertentie of in het bedrukken van folders. Wanneer er hierdoor problemen ontstaan met de leesbaarheid of duidelijkheid van je logo weet je dat het logo niet voldoet aan een van de basiseisen en je daardoor in de problemen kan komen met het verder toepassen van dit logo. Het wordt daarom ook aangeraden dat het logo wordt opgemaakt in zwart witte kleur.
Om de veelzijdigheid van een logo te testen kun je je zelf de volgende vragen stellen:
- Kun je het logo in kleur gebruiken?
- Is het logo klein ook nog herkenbaar?
- Kun je het logo op een groot formaat drukken?
- Is het logo te gebruiken op een donkere foto en/of achtergrond?
5. Passend
Zoals al eerder in deze blog aangegeven is het belangrijk dat het logo past bij het bedrijf. Maar bij de kleuren wat je hierin gebruikt, is het net zo van belang dat dit goed past bij je bedrijf en het product/dienst.
Daarom volgen hieronder de primaire en secundaire kleuren, en de betekenis per kleur bij het gebruik hiervan in logo design.
Paars een luxe kleur die rijkdom, verbeelding, spiritualiteit en vertrouwen vertegenwoordigd. Het gebruik van deze kleur kan dus alleen in een bedrijf dat zich hiermee associeert.
Een voorbeeld van een bedrijf die deze kleur heeft verwerkt in zijn logo is FedEx, FedEx wil hiermee aangeven dat de klant vertrouwen kan hebben in het bedrijf voor aflevering en verzending van een pakket.
Rood is een emotionele kleur die actie, passie, kracht en liefde weergeeft. Deze kleur wordt bijvoorbeeld gebruikt bij het wereldwijde concern Coca-Cola. Deze kleur roept je op tot actie om het product aan te schaffen. Verder staat rood voor enthousiasme en jong van geest voelen.
Oranje is een positieve kleur die humor, enthousiasme en betaalbaarheid weergeeft. Deze kleur wordt in combinatie met blauw gebruikt door de ING-bank en geeft hierdoor niet alleen een gevoel weer van betaalbaarheid, maar ook een gevoel van vertrouwen naar de particuliere klant, en een zakelijk gevoel naar de zakelijke klant.
Geel is een energieke en positieve kleur die geluk, plezier en optimisme symboliseert.
Deze kleur wordt gebruikt door Mc Donalds en laat aan de klant zien dat Mc Donalds er is voor plezier en jou een goed gevoel bezorgt na het eten hiervan (vandaar de slogan: ”I’m lovin it”)
Groen is een rustgevende kleur en staat vooral voor gezondheid, duurzaamheid en stabiliteit. Deze kleur wordt gebruikt door BP en wil hiermee laten zien dat het bedrijf duurzaamheid op een zet en een stabiel en sterk bedrijf is.
Blauw is een betrouwbare kleur en staat voor zakelijk, succes, vertrouwen en eerlijkheid. Deze kleur wordt gebruikt door de rijksoverheid en laat vooral zien dat de rijksoverheid een betrouwbare organisatie is.
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