Importance of a Visual Elements in a Logo

A logo consists of three parts: visual element (symbol), textual element (font), and color. Each one of them plays a significant part in constructing a logo, but as it always happens, something is more important than the rest; visual element of a logo is that element.

Some people may contest this fact saying it’s the text (name of the logo) and the textual element (font) which is more important than any other thing in a logo because text and textual elements express the name of the brand or company embodied in the logo.

I have attached so much importance to the visual element of a logo because it transcends cultural as well as language boundary, which text or the textual element of a logo fail to do. Textual element has lost this fight because written words are always culturally comprehended. Let’s understand why visual element is superior to other elements of a logo.

• Visual element is the first things noticed in a logo.
• Visual element matters because a name written in English will make no sense to a Chinese who does not know English, but even for him the “swoosh” symbol represents Nike.
• Name of your brand does not mean anything to a person who cannot read (or cannot read your language), but the symbol always register.
• Visual element matters the most because it leave visual imprint of the brand it is accompanying on the mind of the onlookers.

Well, I cannot tell the technical details of how to actually create a memorable visual element as it will be wandering too much off the topic, and as it is it will do you no good because logo creation is a creative process pursued differently by different people. Therefore, I am going to share some elementary principles that will guide you in the process.

• Never make the visual element complex. Keep it simple.
• Make sure that the element you are incorporating in a logo should be understood by a 5th grader. If he cannot understand it then change the visual element of a logo. A 5th grader should be your model audience for whom you are creating a logo.
• Do not crowd the place occupied by a visual element. Do not include border or any other fancy items as they are out of fashion.
• Delighting the minimalists with the visual element should be your goal.
• Visual element of a logo should be continuous. People need not hop from point a to point b to make head and tail of the thing.
• It should be simple, sweet, and sexy, and should convey the brand’s message without being on the face.

The visual element of your logo and your logo as a whole will stand out and will pass the test of time, if you follow these guiding principles closely. If you are looking for a better logo for your business, I suggest you to preview some of the sample work done by my logo designers. I am sure you will be impressed with their work.