Yesterday I gave an overview of the four media cues so you know what I’m talking about when I apply them to specific examples of logo design. There’s just one more term I want to talk about quick.
The four media cues are really biological responses between our eyes and our brain. When these cues are used in a design and triggered in the audience, it has an effect on the viewer that I like to call a “neuro-charm.” I like to think of a neuro-charm as that moment when you’re looking at a logo for instance, and you spot a part of that logo that makes you think “ooh that’s clever.” It ‘charms’ our brain in a way. I’ll give you an example later on to make this more clear.
Let’s start looking through some examples!
This is a logo that demonstrates a good use of color because it only uses one. Always remember that less is more!
Again, this simple use of color catches our attention but it doesn’t overwhelm the brain. When choosing colors for your logo, or any other piece of design for that matter, you might want to consider how the colors may affect your audience or what it might mean to them. If you don’t know what I’m talking about, go read my previous post and find out!
This is a bad example of color in a logo, as well as the whole design itself. If your logo design ever causes your audience to stop and think, ‘what the heck is going on?’ that’s not a good sign. Unlike this logo, try to avoid designing something that looks too cluttered. The overlapping of the shapes and colors is just confusing and overwhelming. See the difference from the first two? When it comes to logo design, your brain prefers simple over disordered mess.
FORM (my favorite)
This logo demonstrates an excellent sense of form. The edges in the type incorporate the shape of a knife blade. You might not have noticed this detail at first glance, but once you do, you’re all like “oooh, ahhh” right? This is an example of a neuro-charm! Your brain is wired to pick up on edges, so when you do, it’s that much more memorable.
Again, great and clever sense of form in this logo. What do you see? The outside edges of the two martinis make up the form of a house in the space between them. Your logo is often the first impression of your company that your customers/audience will see, so you want to put some thought into it and make it memorable. Personally, if I saw a logo that was clever and interesting to me, I might pick going to that business over one with a less appealing logo. And even if I didn’t need anything from the business myself, I would at least remember a logo like this Martini House one. And who knows? ..maybe I would mention it to a friend or family member who would eventually give them business. See what I mean now about the importance of designing an above average logo?
I love this example of how form and outside edges can make a great logo. We know this is a father deer because the outside edges form a baby deer in the negative space. It’s clever and memorable. The colors are simple and they don’t overwhelm the viewer. As a side note, the color purple indicates wealth in many cultures. Not to say you can’t use purple – but again, you should always keep in mind what colors you’re using and why, as well as how other individuals or cultures might respond to your color choice.
This is one of my favorite logos so I just had to throw it in here. It has great form because while the type creates a wave-like appearance we are still able to distinguish the word “wave” in the logo. Simple and personable!
THIS IS AWFUL! (Sorry “Girls Talkin Smack”) The outside edges allow us to see figures in the negative space BUT there are way, way too many figures and it distracts your eyes from the type. Secondly, there are way too many colors being used. When I look at this logo, I feel my eyes starting to squint and a headache coming on. That’s not the kind of response you want people to have. My suggestion for this one would be to change the font, pick one or two colors at most and choose one figure to incorporate into the overall design. It might be as simple as replacing one of the “i’s” in the logo with a female figure.
I’m not sure that depth is as necessary of an element for logos as the other three media cues, but this is a good example of a logo that shows depth. The arrangement of the lines and negative space almost makes it appear as if the black object is folded. It has a 3D looking effect going on, and that can be memorable. Also, remember the bad example from the color section of the overlapping c’s? The overlap of them showed depth, but it was also a bad example of depth because it was just too cluttered.
Remember how I said that lines can give off an appearance of motion? The “i” being perpendicular to the rest of the type leads your eye down to it and lets you in on the joke that it’s dead…it goes well with the name of the company and it’s memorable.
I’m not sure about this logo overall, but I just wanted to show another example of how lines can imply motion. The lines coming off the globe object make it seem like it’s moving across the page.
Alright, so there you have it! I hope that as you look through the examples you can see the definite difference that something as simple as keeping in mind the four media cues can make on the overall design of a logo. If you have any questions or examples of your own to share feel free to contact me!