At the moment, gradients in logo design are extremely popular. For instance, Instagram changed their logo with adding gradient to it. Logos with gradients look impressive and modern. Bright and vibrant neon colours are usually used in creating web sites, icons and apps as well as for background.
It is getting popular to choose a logo with outline because it makes logo look heavier, connects different parts into one solid shape.
Sans-serif fonts that had been popular for quite a while gradually gave way to serif ones. This happened under the impact of the film industry, which has used font style since 1970s for movie posters and visual insights. Serif fonts don't suit everywhere, but they are valued for subtle shapes, which are clearly evident in the creation of typographic (just the letters) signs.
COMPANY DOESN'T HAVE VECTOR LOGO OR DOESN'T USE IT
While resizing a logo, it becomes blurry and hard to understand. Logos in JPEG, PNG or other raster formats are not suitable for printing preparation. That's why a vector format is needed.
Download this vector picture (using a computer mouse move the cursor onto our logo, click the right button and select Save Picture As. Then choose where you want to put it and click Save). Try to resize it paying attention to its resolution which won't change. That's because we use SVG format.
How we can help: we will vectorize your logo, resize or rasterize it.
In typography, kerning is the process of adjusting the spacing between characters in a proportional font, usually used to achieve a visually pleasing result. Sometimes a general view can be disturbing just because the font has bad kerning. The space between the letters can be too big or too small. But that does not mean that all spaces should be mathematically equal. A word in a logo should look optically balanced. Sometimes font itself has a bad kerning so it's important to make some corrections.
How we can help: we will correct your logo mistakes and make it look balanced.
WRONG OR IMPRACTICAL COLOUR CHOICE
Sometimes logo can look great on a printed paper or on a sticker, yet colours can slightly differ on the screen of a computer, laptop or mobile device. Consumers may see it as too bright or obscure. For instance, gold colour is a risky choice. When used with other colours, it might look too dark or muddy.
On the right side, there are different shades of gold colour. Try their look on various devices computer or phone screen) on our website.
Using a lot of colours can increase cost of the attributes (for instance, outdoor advertising production, printing on clothes, etc.)
How we will help: we will adjust colours, adapt files for using them on paper, plastic or fabric.
Logo design process
Before starting a new logo project, there are questions that need to be answered to find out company's aim, slogan and competitors. Clients should fill in the questionnaire. It summarises the information about a company, i.e. what kind of message they want to transfer, who is their target audience.
When all the questions are answered, it's time to get to know competitors. It's great if clients know what is happening in the market and how they want to differentiate themselves. After that, it's time to start looking for some logos. They can inspire and help to decide which style to choose.
Usually a client gets three (or more) options that they can choose from. Later decisions about colour and font are taken, and all the other necessary adjustments are made. Depending on complexity every logo has its own layout (mesh created especially for that one logo). If it's needed, a client gets visualisations how logo would look like in reality on a product, signs, website, etc.