A brand’s logo is an image that is supposed to be the visual representation of an organization. The logo’s “MO” is to give off the same vibe you would want people to receive when you describe the company or organization it represents. Sometimes, even a designer’s best intentions are executed poorly, leaving customers scratching their heads. Here are some cringe-worthy examples: this and this.
Your company’s logo will provide an easily recognizable identity for your business. It will not only communicate who you are but what you are. You need a brand that will help to carry out the marketing mission for the company moving forward. When having a logo created try to keep these design principals in mind:
- The first characteristic of an effective logo is that it has immediate impact. Your logo should catch the viewer’s eye and hold their attention.
- In addition to impact, a logo must be aesthetic. An effective logo should have the look and feel of “art,” if a logo is not appealing to the eye it will defeat its purpose – attracting attention and providing effective identification.
- A good logo must also copy well. In any business or organization, the use of a logo becomes ubiquitous – it is ever-present on letterhead, website, signs, products, promotional items, etc. A good logo must be as effective on a business card as it is on a billboard: small-scale and large-scale uses.
- The logo must create or evoke a positive image. “Branding” is a common marketing principle based on product identification growing out of identifying a product with a positive image and a sense of goodwill.
- Another characteristic of a good logo is that it accurately represents the organization or business. If a company or organization wants to project a serious, professional image, the logo must look professional.
- The best logos are the most memorable logos.
7. A logo identifies a business or organization so it would be counterproductive to change it because it did not wear well over time. You need to make sure your logo will be “timeless.”
8. A great logo should follow design principals. There are fundamentals of design that must be followed to ensure that a logo will appeal to anyone. The fundamentals include, but are not limited to space, color, form, consistency, and clarity. It is recommended that a design professional have some influence on your logo
9. A great logo must be unique and have the ability to stand out against the crowd. Cookie-cutter logos that bank on trends of the day will look dated and need to be replaced after the trend dies off.
10. If you remember one thing from all of this it is that a good logo should be simple, memorable, timeless, versatile and appropriate.