Business logo is a symbol of your company’s identity. You want your clientele to connect with your brand the second they see your logo. So, what makes a logo work well? And, how can you ensure your logo represents your business effectively?
There are 6 main qualities in making a good business logo.
- Streamline your design, don’t over complicate things! You want your logo to be recognizable at a glance. If you add too many extraneous details, your logo will be difficult to reproduce and maintain. This logo is your visual ‘elevator pitch’ for your business. You can’t describe your entire corporate plan in an elevator pitch. The same applies to your logo.
- So, ask yourself these questions: Could someone easily describe your logo?
Lindon Leader the designer of the FedEx logo said, “I strive for two things in design: simplicity and clarity.
Great design is born of those two things.”
- Set yourself apart! You don’t have to be “new”, you just need to be different from your competition. Apple’s logo is unique, but it’s still just an apple. Without a distinct logo design, you may find clients confusing your logo for another company, have a hard time recognizing your brand, or end up going to your competition.
- Ask yourself: Does your logo look unique? Does it stand out when compared to other brands?
- Design for use across mediums! This means your logo must work on the web, print, letterheads, emails, social media profiles and in a video. Look good no matter what! This ties in with simplicity. A more intricate design loses details at smaller sizes.
- Ask yourself: Will the logo be effective on letterheads and a billboard?
- You probably don’t need to see the rest of this image to know the brand! Nike’s logo is relevant to their audience, mimicking swiftness and speed in its check like logo design. Think about your industry, how will your business be received? If you are a huge accounting firm, you don’t want your logo to be pink and flowery. However, your logo doesn’t need to be as obvious as you might think. Just because you are a florist, does not mean you need to use a flower as a logo! Color has an important role as well. While red grabs your attention, using red in accounting is not an appropriate association.
- Ask yourself: Does my logo show or hint at the type of business or product you are representing?
- Design for your intended audience. Think about the type of clientele you want to attract. Beyond recognition, you need to connect with your audience. Preferably build an emotional connection as well. Branding isn’t just “for” the business, but rather “about” your business. Design “for” the audience. If they don’t understand your logo then the design has failed.
- Ask yourself: Who is your desired audience? What is there age, income, gender, and preferences? Will your logo speak to them? Does your audience understand your logo?
- Leave an impression. Someone who has seen your logo a few times should be able to describe it to their friend. Think of Coca Cola, their logo is timeless and very easy to remember!
- Ask yourself: Will my logo leave an impression? Will it be relevant in 3 years? 5 years? 15?
- These are the qualities we use to build your business’ logo! Keep these in mind the next time you are considering updating, redesigning or creating a new logo.