Having good branding is essential for brand success, creating eye-catching logos and branding isn’t an easy process. Designers often employ subtle techniques that make logos that extra bit more eye-catching. We’ll look at some popular logos and see which techniques have been used.

Technique One – 3D Lettering

The Butterkist logo uses very clever 3D mould lettering to make the lettering stand out, paying attention to representing a light source with shading. Keep shading colours limited, avoid using unnecessary colours, this will detract from the overall quality of the logo.

Technique Two – Prominent Shadow

Sometimes a subtle drop shadow is enough to make the logo “pop” from the background, however for more eye catching logos a prominent drop shadow is needed. If done well the drop shadow will compliment a logo that’s 3D.

Butterkist logo, showing 3D lettering and prominent shadow

Butterkist logo, showing 3D lettering and prominent shadow

Technique Three – Illusion of 3D

A very effective and simple method of stacking shadows on top of each other at an angle, taking note that the first shadow matches the background the logo is sitting on. Then the second shadow is offset further and often given a dark colour.

Be sure to play around with the depth of the shadows, greater depth of shadows creates more impact and shallower shadows creates a more subtle look.

Colgate logo showing illusion of 3D

Colgate logo showing illusion of 3D