To really understand the process of logo creation we first need to understand what the main purpose of logos is. The design ultimate goal is to make the logo immediately recognizable, create admiration, convey trust and inspire loyalty. Those words can seems scary at first for entrepreneur but creation your logo is ultimately related to the success on your brand in the market.
The logo is one aspect of a company’s brand. It represent its identity. Paul Rand, one of the best designers say that “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”
On today’s case study we are going to take example of a really well known brand Revitol Eye Cream.
-Creating a Persona. Your designers should use a persona to create your logo. A good tip could be to define the exact characteristic of the persona and print a picture of him/her and put it where everyone can see it.
A Women, mid 40 with children worry about her look and looking for the best advices on the web. We print a giant picture of her on the wall and work on the logo thinking about her.
-Vision. What is the vision that the company wants to transmit with its logo?
Revitol’s logo needed to reflect purity, nature and calm. Those tree qualities were specially named to serve a purpose, a function. Every details have to be though out before starting creating a logo.
-Defining the purpose. Is the brand transmitting a message? Tell some characteristics? Does it comfort? Amuse? Find the sentiments and emotions that you want your target market to feel when they look at your logo.
The purpose needed to create a trust between women and the company. The big “eye” represent the company as the “big brother” watching the web for you and tell your that they always going be there to inform you of the best hydrating eye cream with their Revitol reviews.