Not long ago, we delved into the growing catalogue of logo design competitions to bring you the best, the best, and the competition to share what makes a logo sit above your head and shoulders. This month, we take a look at real estate solutions firm LionStone homebuyers and their new logo!
Lionstone buyers went to 99 design firms and asked for a complex, masculine and sophisticated new logo for their company. They met 88 stunning designs from 34 different designers. We will take a metaphor magnifying glass to three submitted designs, including the winner. Below, we superimpose these designs on our state-of-the-art stainless steel wine glasses to inspire ideas for future marketing campaigns using these logos.
We all agree that some of the most striking logos of our time are also the simplest and most straightforward. Although there is no single rule for making a good logo, our goal is to have a clear intention and convey it as succinctly and attractively as possible. After all, your logo’s job is to represent your business! The last thing you want a potential customer to think is that your company is outdated, boring or easily forgotten.
The winning design, design #1, has an easily recognizable silhouette and a clear visual hierarchy in this competition. It does not creatively illustrate any specific business, but the lion and his pose are absolutely unforgettable. When creating your Promotional logo, be aware of what can overcomplicate your design. Avoid clutter and overly dense lines when simple shapes are the most effective way to convey your message.
One way to test the effectiveness of your logo is to have a friend or other partner draw your logo from memory — what parts do they remember most? Are the main elements of your logo those that stand out? If not, you’ll want to start over!
In general, it is understandable that lionstone chose Design #1 to represent their company. It’s not revolutionary, but it’s a solid design. Now, let’s take a closer look at the other two logos and discuss how they compare to the winning designs.
The fatal flaw in the logo is that it sends the wrong message about the company. Surprisingly, wrong visual cues can spoil a customer’s first impression of your company. One big factor was the choice of typeface — the soft curves and lowercase letters exuding cynicism and youthfulness for a company that wanted to project a masculine and mature promotional items. This leads to an ultra-casual style that doesn’t suit the company buying the house, or any company that will handle your money.
When it comes to style, the key is to communicate the nature of your business to your clients. You want customers to know what you’re doing by looking at your logo. Are you a very serious business, or a more laid-back, family-friendly one? Who are your customers? Deciding on this can ultimately help you find a style for your logo.
The third sign can be recognized even without any text. It has clean and modern design and can attract any audience. It is worth noting that the designer took a lot of thought to combine the company’s home purchase service with the lion theme! That’s an important thing that the winning sign doesn’t do.