DISEÑO
14 Julio 2018
Cómo crear un logo perfecto para tu empresa
Una marca no es un logo, pero un logo tiene que contener los pilares de la marca.
Escrito por: Luísa Neiva
¿Te has preguntado alguna vez qué pautas es necesario seguir para diseñar el logo perfecto? Si es así, has dado con el artículo adecuado. A continuación, vamos a desvelarte los recursos indispensables a tener en cuenta para crear un logotipo que triunfe.
Que un logo no es sinónimo de marca ya lo sabemos -o deberíamos tener constancia de este tema (don´t worry, my friend: para esto está este otro artículo). Sin embargo, su importancia es innegable para la identidad gráfica de la misma: un buen logotipo es una declaración de intenciones de la empresa; garantiza que la marca llegue a su público objetivo, creando conexión e identificación y despertando confianza e interés. Un logo es la imagen de la empresa ante su público, y lo primero que viene a la cabeza al pensar en dicha entidad.
Por lo tanto, la creación de un logotipo es un proceso laborioso que involucra varias etapas, y, sobre todo, una profunda investigación. Un buen briefing es un punto de partida indispensable antes de empezar a realizar cualquier diseño.
En primer lugar, hay que tener en cuenta tu identidad como empresa. Una marca no es un logo, pero un logo tiene que contener los pilares de la marca para ser percibido correctamente por su público objetivo. Así, se hace necesario saber qué quiere transmitir o cuál es y cómo se caracteriza su target (sus intereses, cómo se mueve, etc.) para llegar a él de manera eficaz.
Por otro lado, también es necesario tener clara la filosofía de la empresa, así como su tono y actitud y sus valores y atributos. Todos estos elementos tienen que estar reflejados en tu imagen gráfica, sea en el símbolo elegido, en el estilo utilizado o en las fuentes empleadas. Por ejemplo: mayúsculas tienden a transmitir fuerza, seguridad, poder; mientras las minúsculas tienden a transmitir mayor empatía, son más amigables y cercanas. ¿Qué percepción quieres que tu público tenga de tu empresa?
A partir de aquí empieza el trabajo de auditoría visual. Ya sabemos que a tu competencia la tienes más que fichada, pero ¿también lo has hecho desde el punto de vista gráfico? Vale la pena mirar el césped del vecino a fin de extraer tendencias y/o nichos gráficos que puedan ser explotados y/o evitados.
A partir de este análisis, medita sobre si vale la pena seguir las tendencias del sector o, por el contrario, romperlas. Antes de todo, analiza la coherencia de lo que vas hacer. Si estás a punto de destrozarlas, asegúrate de que lo haces con criterio y sentido. Lo mismo respecto a los nichos: si hay algún estilo/color/etc. que no está siendo explotado, ¿realmente vale la pena seguir por este camino? ¿En qué influiría este color/tipografía/etc. para el significado y percepción de mi logo?
Tras analizar todos estos factores, te sentirás más seguro a la hora de tomar decisiones sobre tu logo, y verás que no es sólo una cuestión de hacer “algo bonito”, sino algo con sentido y coherente con tu marca. Después de este análisis comprobarás que el césped del vecino es más verde, pero probablemente ya ni te apetece un césped verde anyway.

SOBRE EL AUTOR
Luísa Neiva
Directora de Arte
Una brasileña que ha caído en paracaídas a Madrid. En su vida no puede faltar el diseño, el branding, los viajes, la música y, por supuesto, sus frijoles negros con arroz.
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