Creating a logo is a crucial step for any business, whether it is a start-up or a well-established company. A logo is not limited to a simple design, it is a reflection of the soul of a company, its first ambassador to the public. In this article, we are going to share our productions and explore the different aspects of creating a company logo, from common mistakes to avoid at the design stages, through the best practices of major brands and solutions adapted to all budgets.
The term “logo” comes from the Greek word “logos”, which means “speech” or “speech.” In its early days, a logo was simply a visual representation that made it possible to quickly identify a company, organization, or product. With the evolution of design and business needs, it has taken a prominent place in a company's image, becoming much more than just a symbol for businesses.
We explain to our customers that a logo is a central element of a brand's visual identity. It is displayed on products, websites, ads, social networks, and even business cards. A logo is not the only element to identify a brand, but it contributes greatly to its recognition. A logo, however powerful it may be, is only one piece of the global puzzle that is the graphic charter. A company's identity is based on a coherent set of visuals and strong, emotional messages that go beyond the logo alone.
Users often recognize the logos of popular brands, like Apple or Nike, in the blink of an eye. But it is crucial not to overestimate the role of the logo in the success of a business. The logo is only a starting point for a visual identity, accompanied by colors, fonts, and a graphic charter. Without a well-thought-out strategy, without consistency and consistency in your brand elements, your brand will not reach its full potential.
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At Elias, creating a logo is an important mission. We start each project by analyzing the competition, the market, the business of our client. On the other hand, we delve into and define its brand personality. Together we are building a strong, emotional Brand Idea that will follow the brand for many years. This step is essential and helps us a lot to then think about a logo that will reflect the company's image, consistent with its positioning. Indeed, before even thinking about design, it is crucial to think carefully about the positioning of the brand. Who is the target audience? What are the short and long term goals? What is the vision of the company? A logo should reflect these responses and be aligned with the overall strategy. A poorly thought-out logo that is out of step with the image the company wants to convey can create confusion for the consumer.
A common mistake in logo creation is to make the design too complex. This was the case with the first Apple logos that we will share below. A good logo is simple, easily identifiable, and must be able to be used on various media without losing its impact. Whether large on a building facade or small on a business card, the logo must remain legible and recognizable. Avoid overly sharp perspectives, superfluous details, and items that are difficult to replicate in different sizes. Here is an example of achievement for one of our VAO customers (Branding in collaboration with Pelo). We were responsible for developing the logo so that the customer could easily use it according to the format and size of the medium.
Creating a logo is a complicated task, you may be tempted to take inspiration from existing logos. Many platforms like Behance or Dribbble are full of beautiful logos. One might be tempted to choose one at random. This process should be avoided at all costs. A logo must be unique to stand out in an often saturated market. It's not just about choosing a nice typeface or design, but about creating a visual that resonates with the emotion and essence of the brand. A logo that is too generic or copied will not last over time and could even be replaced quickly. The role of a graphic designer is to be able to bring precisely this emotional impact to a logo.
Here are some of our symbols created at Elias for our customers
Chez elias, we've worked with numerous businesses to create logos that capture the essence of their brand. Creating a logo is a specific task for each customer. We always try to bring simplicity and obviousness to our creations. Often we use a strong symbol to capture the essence of a positioning. The emotional impact of a logo is an obligation. Each project is a new adventure, and our aim is always to translate the values of our customers into a striking and memorable visual.
Bigbuddy, a cryptocurrency training company. A symbol of Aile, signifying Bigbuddy's promise to his students: to free themselves from the system!
Flomodia, a community of Doers, a simple, aesthetic logo, in italics, easily adaptable and that contrasts wonderfully with a powerful red.
Lyynk, the wellness application for young people, two rings intertwined with each other symbolizing the company's mission: To renew the link between adults and young people.
Laïa, a restaurant hidden in the 11th arrondissement, with generous, gourmet forms, reserved for lovers of nature and gastronomy.
Pipole, an audiovisual production studio, has a Bold logo, which hides their mascot, devious, innocent, childish, just like their founders.
Creating a logo is a creative process that requires time and thought. Chez elias, we go through several stages of going back and forth with our customers. In general, we offer around 20 different versions of a logo before we converge on the final design. This iterative phase allows different ideas to be tested and the logo to be adjusted according to the company's feedback and goals. Here are some excerpts of the logo proposal for our client Flomodia. After realizing their positioning, we embarked on the visual identity stage. A total of fifteen logos were offered to them. Often we offer different symbols to help the customer project themselves. We ensure that each of these logos is in accordance with the positioning previously established.
Working with a client to create a logo is a collaboration. We listen carefully to needs and expectations, while providing design expertise. Sometimes the process can be faster, and other times, it may require more iterations to arrive at a logo that fully satisfies the customer.
The Apple logo has undergone several major changes over the years. When it debuted in 1976, it represented a complex scene, with Isaac Newton sitting under a tree. This logo, rich in detail, was quickly abandoned in favor of a simple and stylized apple. In 1977, Apple adopted the rainbow logo in the shape of a bitten apple, symbolizing innovation and product diversity. Over time, this logo was simplified, up to the monochrome version we know today.
The bitten apple, Apple's symbol, is both a reference to knowledge and temptation, while representing accessibility. The crow in the apple is often interpreted as a way to make the image more identifiable and to avoid confusion with a tomato or a cherry. This move towards simplicity reflects Apple's philosophy: to make technology accessible to everyone, without unnecessary complexity.
Chez elias, we offer a tailor-made logo creation service. This process is accompanied by a complete strategy, including positioning work, a graphic charter, a landing page and a brandbook. This approach ensures that the logo fits perfectly into the overall visual identity of the company.
Renowned agencies, such as Koto or DesignStudio, specialize in creating logos and visual identities for globally recognized companies such as Airbnb or Uber. These rebranding projects can last several months and require teams of designers, marketers, and strategists to design a complete visual identity.
For small businesses or those with a limited budget, it is possible to use a freelancer or even artificial intelligence. However, these solutions have limitations, in particular the absence of a graphic charter or brand strategy accompanying the logo. A logo alone is not enough to create a coherent and impactful brand image.
The cost of a complete rebranding, including the creation of a logo, can reach several hundred thousand euros, especially when it comes to large international agencies. In France, the price of a branding agency can vary between 5,000 and 60,000 euros for the creation of a branding (including a logo). This price generally includes comprehensive support, from the strategy to the delivery of the final files. Some small design teams like Studio Elias often adapt to your budget by offering tailor-made quotes (it's a good compromise between freelancer and agency).
A serious freelancer will offer a logo for a budget of between 2,000 and 5,000 euros. Other more economical solutions exist, in particular SaaS platforms or agencies abroad, where prices can be between 50 and 1,000 euros. However, these low-cost solutions are often delivered without a graphic charter or strategic support.
The logo is only one part of a brand's visual identity. It must be accompanied by a complete graphic charter, defining colors, fonts, and other visual elements. A coherent visual identity allows a company to strengthen its brand image and ensure uniform communication on all media, whether printed or digital.
