It’s so important to be aware of design trends. Coco-Cola is a great example of a well aged, beautiful logo. The logo is paired and used with design trends in mind. In this way, the branding stays fresh, while maintaining a strong brand heritage.
Knowing your audience is so very important when branding a company. Everything from color to font choice greatly change to attract different audiences. Attracting that client to look twice can translate into a sale, or even many sales.
Have you noticed a certain color trending in women’s clothing, makeup and magazines? Chances are, incorporating that color into a logo for a women’s focused company would be a great move! While the color may change over time as trends change, the logo would not change and would therefor, be the consistency customers look for.
Listening to what a client wants and their ideas is vital. I’ve heard many stories of designers not listening to the client on what they want and being condescending to clients. In essence, an attitude of “I know what you need more than you do”. This attitude helps no one. Sure as a designer, there’s some important facts related to logo design and what’s trending that the client doesn’t know, but the client has to have a voice and they have a lot to share in developing a successful brand. They may have a certain image in mind, a color that they despise, and so on.
After all, they are paying for it!
Designing a beautiful logo is as much about how it will be used as it is about how it attracts customers. An amazing full color logo, that is mostly printed black and white on ink pens and embroidered shirts will not be a successful logo for that company. It seems common sense, but it’s amazing how often this isn’t taken into account.