Brief Guiding Principles of Logo design
Destination logos usually contain imagery that reflects core themes which are representative of a destination such as sun, sea, beaches, flowers and landscapes. These images are appealing because they evoke the idea of beautiful places for relaxing, un-spoilt landscapes and good weather. They need to give the visitor a unique sense of 'place' or an idea of what sort of experience they may have at the destination. The “Pearl of Africa” logo needs to reflect the essence of Uganda as a country and as a destination - its competitive identity, or 'personality' - the things the things that make Uganda unique.
The logo should capture the emotive concepts behind the Ugandan visitor experience. It should convey the special character of Uganda, which visitors have described using words and phrases such as cultural diversity, variety of activities and attractions including; beautiful beaches and landscapes, clean fresh air, relaxed and friendly people, beautiful national parks, diversity of bird life, unique heritage, arts and craft, pottery and delicious local food.
Current trends in destination branding show that internationally, many leading destinations are taking a fresh approach to designing destination logos; playing with appealing words and typography (font, lettering, calligraphy), moving away from traditional shapes (squares, circles, hearts, diamonds etc) with standard images (sun, sea, etc) to more abstract concepts. Modern 'shapes' symbolize the innovation of the brand and it is this, combined with the emotive concepts reflected in the logo that are important.
A good logo is one that is versatile and can be used across various media (print, internet, merchandising & others and in many sizes from full scale banners perhaps 2 sq. meters or larger down to very small thumb-nails of 10 sq mm or smaller. Consideration should also be given to the tagline, or strap-line “The Pearl of Africa” as a key component of the final logo.
Other things to consider:
The logo should be applicable in both color and no color.
The Script/Font choice should be creative and the word Uganda given equal weighting (size, height, font style etc)
The design should be original, innovative, exciting, and fresh.
The logo should be clearly identifiable - unlike any others.