Logo design - a globulart retrospective

After all this time completing graphic design and corporate identity projects at Globulart, we now have a chance to view from a distance how important it is to have a good logotype.

Just below you can see a series of logos in their monochrome versions (graphic designers should ask themselves if the logo they are designing is suitable for monochrome or grayscale reproduction), all of which we created during these years; we also wonder if anyone alien to our work and trajectory would be able to order them chronologically.

Impossible task, I would say!

Why is this so?

The answer is one of the main characteristics of the identifying symbol of a company: it must endure time and have the ability to evolve.

Other desirable characteristics in a logo:

Functional: It should be able to be reproduced in a wide range of mediums and sizes, from a ballpen to a billboard sign. This is a good reason to create a corporate identity manual that dictates the rules for using all the graphic elements, provides several versions of the logo and is able to preview some future necessities.

Memorable: The logo must be easy to graps, visually. Thus we have to consider not using too many and too complex shapes and colors; that would be a good rule of thumb.

Less is more: This is an essential motto. We must convey the greatest amount of information with the least number of elements. Our mind is amazing!, it can complete unfinished shapes by itself (iconicity).

Competitive: It must stand out against its competitors. To achieve that we use colors or shapes that convey the concept of the company, while maintaining coherence with the product or service that is represented, at least at a subconscious level.

Instant impact: Paint a smile in the face of whoever sees it! We are all creative in some degree and like to be surprised. Now, the main target for that surprise is the potential client of the product or service (target market).

That’s why it’s so important to stick to a marketing strategy and create an extensive design brief that will serve as a guide for the process.

The following list shows the names of the companies to which the previous logos belong:

RGRM Arquitectos, Prodatec Consultores Asociados, 10 Interiorismo y Paisaje, Nina Ross Academia de Peluquería y Estética, I10 Inversiones y Proyectos, Café y Tagua Artesanía Indígena Colombiana, Imago Diagnostic, Coffeehouse Snack Bar, Mariano Navarro Moreno Arquitecto, SPC Electrónica Altamira, 5mentario Pub, Camp España Levante de Almería (Coastal Area Management Project), Viacrucis Pop Festival, Madchester Pop Bar, Pilates Center Almería, Álea Asesores, Restaurante Barroso, Garcés Asesores, Galería Acanto Arte y Enmarcación, Globulart Diseño.