Logos can make or break the image of a company or organization. Whether you’re a small business owner, the CEO of a large company, a non-profit organization leader or the head of a governmental entity, you have a vested interest in how your logo affects your brand.
A logo is the centerpiece of your brand, and can raise your organization’s visibility, which ultimately generates revenue and/or greater stakeholder engagement. The beauty of a logo is that it is something your company can stand behind and identify with, and ultimately be proud to call its own.
So, that gets into the big question…
What Makes a Good Logo?
A good logo is easily understood, iconic, memorable and timeless. It should have impact and should quickly convey its intended message.
There are 4 principles or rules of logo design. A good logo must be:
You know the old saying, “less is more?” It definitely applies to logos. Keeping concepts simple is important because a good logo needs to be easily and quickly understood. If a consumer doesn’t get the logo right away, then it hasn’t conveyed its message effectively.
A picture is worth a thousand words, but a logo can be worth even more in revenue. In today’s fast-paced world, concise and effective communication is key. A logo helps to put a visual in the consumer’s mind, which will open additional avenues of future communication for the brand. The logo needs to stick in people’s minds, and be a memorable icon of the brand.
A logo needs to look good in both black and white and in color. Logos are used for a wide variety of materials, and needs to be versatile and effective on all platforms. Whether it’s on a business card, website, advertisement, or even a podium, the logo’s ability to work in all spaces is critical.
Logos involve more than just design work. Research is the most important facet of logo design. Understanding current design trends and seeing what’s working for competitors – and how your logo would be counter-positioned to the competition’s branding – is important in figuring out the right idea to pursue in the design process. A good designer understands why certain logos work better than others.
Logo Design Process
When creating a logo, it is a necessity to follow a sound process that will ensure a solid logo that meets the needs of the client. First, there is research. Follow industry trends and be aware of what is effective.
Then comes sketching – lots and lots of sketching. The idea is to problem-solve first, design later.
Next is building the logo digitally, and presenting to the client. One thing that has proven effective for me is to show the logo in context. Putting the design on a faux t-shirt or hallway helps make the design feel more real. It will help the client see the brand come to life and become more real.
Following these steps and understanding the four principles of good logo design will ensure the creation of a successful logo.