Before diving into the 3 steps , I love to ask this? What is a Logo?
A logo identifies a business in its simplest form via the use of a mark or icon. I hope this definition is simple and clear for you to understand how important it is owning yours. Without wasting much time, let’s go straight to these simple steps;
How do I know which element should should I start out with?
To answer this question you need to ask yourself “what is my business all about?” Are you focused on sportswear and fighting your way through a crowd of competition to make the most of your sales during the summer season? Are you stuck in the process of re-branding Or perhaps you are just starting your fashion adventure and have designed a few successful lines of clothing for teenagers?
The points below contains various examples for different types of fashion business branches. Take what you need and learn more about logo creation process.
If you’re wondering why we’re starting with the typeface, take a look at the most effective fashion logos, you will notice that most of them rely mostly on letters and characters. The reasons are straightforward – they are easily readable, they look good in different color palettes and can be arranged into monograms.
High-end and street-wear fashion
Online magazine SLAMXHYPE in 2014 conducted an investigation into fonts and color schemes used in the logos of well-known street-wear labels and high-end fashion houses. the result of their research proved all designers use pretty much the same fonts families.
The evidence shows Helvetica and Futura are favored typeface in both street-wear and high fashion logos, though outlier brand 40 ozNYC went rogue with Olde English. The preference for Helvetica and Futura is all over the industry and with a good reason because they are clean and readable.
Example of a traditional high-fashion logo, very clear and can even be stitched on a bag or a jacket.
This doesn’t mean you should stick to the traditional fonts for your high-end lines of clothes. Focusing on traditional fonts only comes with some problems as well.
Firstly, they are over-used and associated with multinational brands such as Dolce & Gabbana, Versace, Gucci, Nike.This means that, relying on Helvetica or Futura could undermine your position in the market.
Secondly, Helvetica and Futura are costly. Ranging from $30 to even $700 also sometimes not properly spaced. This can be seen in the situation of GAP.
I do hope we all do remember the GAP logo disaster in 2010.? GAP redesigned its logo into the Helvetica and reduced the prominence of the brand’s iconic blue box. The public reaction was swift and negative. The outcry was so massive, that the company decided to revert the logo to its former self after only 8 days of being public. Check it out below
Original Logo 2010 disaster
We could be tempted to ask what went wrong? Why a 63 year old brand suddenly became sour in the public mouth?
The only reason i could see is, Helvetica and Futura are all old fashioned. The original Helvetica is so over used that it fails to provide a truly unique identifier. You need to be unique from your competitors. You need something less generic.
One of the ways of designing an effective logo is to alter an existing logotype, particularly the Helvetica. It’s that simple right? That’s the first and easy choice if you choose to go with the traditional Helvetica and Futura.
Let’s look at sport fashion logo for instance;
Sport fashion logos usually rely on few, selected modern fonts, like Futura right? Your goal is to visualize progress, elegance and style.
First and foremost, your brand’s name needs to be visible at all times. Most often sportswear has little room available to attach a complex looking logo and still look good. This is why, a clear typeface or a recognizable monogram are the perfect answers. See the example below.
: The Speedo typeface is the perfect example for something that is distinct enough to put on a swimsuit or a sport wear. It’s elegant and modern-looking, implying that the equipment it’s attached to follow the same principle, designed according to cutting-edge technologies. The aggressive font is dynamic enough to convince the recipient that it allows him or her to enhance their performance by wearing Speedo clothing.
With children fashion logos you are targeting two audiences at once: kids and their parents. You need to appeal to children by using clear, visible characters with lots of whitespace in-between. Keep in mind, that each age group requires different approach – younger kids prefers big,clumsy letters. For the parents, the typeface you use should evoke the feelings of safety, security and reliability. Avoid irony and sarcasm.
Color is so important and effective for logo design it can highlight business’s strengths and help you attract the right set of customers. The wrong combination can have the reverse effect and make your brand hang.
Color plays a crucial role in fashion logos and can effectively indicate which branch of clothing the viewer is dealing with. On a simple level, colors on the warm side of the spectrum, such as red and yellow, are uplifting and energetic, while their cooler counterparts, blue and green, give off calmness and more reserved.
Before you go on a coloring rampage, you should design your logo in a regular palette. This way you’ll get an idea of the contrast and saturation, as well as make sure, that the image will look clear enough for any printed material.
The images below are a perfect example of what is illustrated above;
Take a look at the inverted color palette – the designer wanted to make sure, that the logo typography will present itself well no matter the material it’s attached to.
Most high-end fashion logos designed in black are sophisticated and “classy”, evoking a sense of authority and boldness. Although the color is seemingly universal, it’s also repetitive and might make you “blend in” a bit too much. This can be seen in the Example of Gucci in my later article above.
Make sure your color is consistent with your brand. Carry your color logo from materials, store and to the whole brand.It helps them create a consistent visual image in the heads of your recipients, exploiting subconscious attachments to particular colors.
Sport fashion logos tend to rely on bright colors show-casing energy, movement and health. Light version of red are perfect for inviting people to take risks, stimulating senses and raising blood pressure. Different shades of blue, on the other hand, conjure feelings of freedom, limitless spaces and inner balance.
Colors in children fashion, can generally let your imagination loose, as longs as you restrain yourself to lozenge and non-aggressive coloration. Children generally love cartoons,make your logo look like another Sunday cartoon with lots of pleasant looking shades. This will be all you have to do about color.
One of the most iconic fashion logos on the planet, like Nike, Adidas, are built upon logo mark – abstract or metaphorical shapes that are made to increase brand’s identity.
Do you need a logo mark?