How to create a strong digital brand (2): Logo

By definition, a logo is a graphic symbol (signet) that represents a specific subject—your company. So everything that defines you and your company must be recognizable or at least perceptible in this small, reduced symbol:

• WHO is this company?
• WHAT do they do?
• HOW does it benefit me (as a client)?

A logo therefore has a lot to achieve. But how? Here is a checklist.

Every day, we are bombarded with countless visual stimuli that constantly activate our filters: interesting/boring, important/unimportant, beautiful/ugly, appealing/repulsive. However, before a logo can even enter this evaluation scheme, it must first be noticed. It has to stand out.

2. Image or word mark? Or both?

Another important decision is the logotype. There are pure word or letter marks, image marks, or completely abstract logos. The most important decision criterion here is also recognizability. And not just in general terms for your offering, but specifically for your company.

The choice of font is equally important. The same word in a different font can convey a completely different message. Classic serif fonts usually appear high-quality, serious, and are easy to read. Sans serif fonts convey clarity and a clean look. Or would a special, decorative font or even cursive be more suitable for your business? These appear more personal and individual.

It is also important to bear in mind that the decision on the typography in the logo has far-reaching consequences for all other design elements in the CD. Rules must be created that define how the logo font is to be used in other business materials. Should it be used for all other text elements or only in headlines, for example? How can it be combined? What font styles are available and is the font available for all media?

4. Legibility

Much more important than beautifully curved letters in an unusual font is the quick recognition of the logo. Once you have decided on a suitable font, it is worth testing and comparing different variations in terms of size, spacing, etc.

5. The right color

It goes without saying that colors have an effect on us. Studies show that around 85% of clients cite color as the main reason why they chose a particular product.

There are striking and inconspicuous colors, warm and cold, light and heavy. It is worth taking a look at the psychology of colors here. What basic mood do I want to convey? Safe and reliable? Or rather fresh and modern?

A logo does not have to be “appealing.” It has to work. The goal is for it to endure over a very long period of time without ever appearing “old” or in need of updating. Minor adjustments or additions are perfectly acceptable, but they should reflect the essence of the original design. Ideally, a logo will become iconic.

When we have a logo in the final stages of development at DRIVE, it has to go through one last checkup:

• Is there any element, no matter how small, that can be removed from this version? Can you still recognize what it is? If so, get rid of it!
• Can the logo be scaled down to a very small size and still be easily legible?
• Does it also work in black and white?

This is how our DRIVE logo evolved.

We give the game direction and shape. The joy and momentum of a new beginning. The speed. The drive. Our promise: “With DRIVE, you'll reach your goal faster!”

The racing motif. The will and the way to the top. The checkered flag in sight. With adjustments, it is now in use in this form.