As Wikipedia states, branding has become an “increasingly important component of culture and the economy, now being described as cultural accessories and personal philosophies." Simply put, a brand is “a collection of images and ideas representing an economic producer." In laymen’s terms, branding is the process of creating a recognizable identity for a company or product. In today’s society, branding is one of the most important steps that a company can take. Modern consumers are willing to buy a product based solely on the fact that they are familiar with the brand. Because advertising is driven by television and the internet, the visual aspects of a brand’s identity are extremely important. The most recognizable aspect of a brand is its logo design.

Although the average consumer will take it for granted, logo design is an extremely complicated process. Contrary to popular belief, it would be almost impossible to find a major company that designed their logo by accident or chance. In reality, logo design is a process that requires the full attention of a qualified group of individuals.

Logo design lies within the larger field of graphic design. According to many industry experts, logo design is considered to be the most difficult part of graphic design. The reason that logo design is so much more difficult than many other areas of graphic design is because a company logo is not just an image. Instead, a logo is an embodiment of an organization. Therefore, a professional logo design team must possess an extremely high level of skills in several different areas. According to several sources, there are a handful of general guidelines which dictate the process of most logo designs.

To begin with, all logos should be vector graphics. Logos that are created as vector graphics can be blown up or shrunk down without losing their quality. Therefore, you can use the same logo on a business card and a billboard without sacrificing detail or quality. The next rule that guides logo design is to avoid using gradients as a major feature of any logo. Along the same line, logos should utilize as few colors as possible. This will not only make the task of reproduction much easier, but it will also ensure that a logo design does not overwhelm consumers.

In addition to the rules outlined above, there are several guidelines for logo design which many people would consider to be common sense. For example, a logo should not feature the face of a person that is still alive. Additionally, a logo should never include imagery that could be classified as culturally sensitive. This could range from national flags to religious icons. Finally, a quality logo design will never rely on photography, clipart or other forms of complex imagery. These items can significantly decrease that a logo design provides for a brand.

Even though you the purpose of logo design is to come up with a logo that sets a company or product from the rest of the crowd, a quality logo designer will not try to be over the top in their design. Trying too hard to develop a unique logo can have the same results as blatantly copying another company’s logo.

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