ACTION INSIGHTS : CUTTING THROUGH THE CLUTTER

How Do You Create a Perfect Logo

CREATING THE PERFECT LOGO

There is no such thing as a perfect logo. Rather the question is; ‘What logo is perfect for my business?’

WHAT IS A LOGO?

A logo is a graphic representation of your core business. In simplest terms it is; Who You Are, What You Do and How You Do It. Everyone draws inspiration for the perfect logo in different ways. A logo can represent any of the following;

– Your business name
– Business initials
– Business model
– Derivative of your business name or meaning
– Something that has a special meaning to you

FLUID, EVOLVING

The logo design process is fluid and evolving. One shape, concept or idea can take you in completely new directions. But you need to start somewhere. I begin by looking at similar businesses to set a creative benchmark. Let’s begin with a recent case study of Cyclic Logistics. This company manages the complete life-cycle of products from sales, processing, shipping, returns, and customer management in the eCommerce space.

#1 THE CONCEPT

First we review same or similar companies in the same space to include IDS, Fulex, National, Fulfilltopia, Ship Bob, Red Stag, Ship Monk and Ship Vine. We found nothing revealing for color, shape, motion, or concept. Next we looked deeper *into the definition of the words that comprised the company name ‘Cyclic Logistics’. See the preliminary logo research and design process.


*Defined:
Cyclic- Occurring in cycles; regularly repeated.
Logistics- The detailed coordination of a complex operation involving many people, facilities, or supplies.


Our challenge is to graphically capture the essence or meaning for each word. ‘CYCLIC’ and ‘LOGISTICS’.

#2 THE COLLABORATION

After the logo review process logo concept #9 was chosen for further development. Re-vamping the cubic shapes, pathways or ‘maze’ allows us to emphasize the company initials ‘CL’. Next the maze is converted into a 2 dimensional rendering to convey the complexity of logistical deployment. Animation enforces the repetition or cyclic nature of logistics. See the second step in the CL logo design process. Color and typography are combined to refine the logo size, color, position and light refraction in the third step in the logo design process.

#3 THE REVEAL

Now we have a brand new logo brand that captures the company name and core business. The logo is visually effective in both static and animated forms. See the final logo renderings for CYCLIC LOGISTICS. All we have to do is figure out a way to animate the logo on a business card. Wait a minute! How about ‘Lenticular’ effects? More about that later in another article.

Please visit the Cycliclogistics.com.

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