What Does it Take to Make a Great Logo?

May 1, 2013 amywaggs No comments

Would you be able to spot a great logo if you saw one? What makes it great?

Will you remember the company name 10 minutes after you’ve seen it?

Does the logo give you any idea or feeling for what the company does?

Even if you can’t answer these questions, that’s okay. A good designer can help.

The basics

 

effective-logo

1. It’s Simple
It’s easily recognizable and applies the K.I.S.S. principle of design. It can be unique without being overdrawn.

2. It’s Memorable
Simplicity and appropriateness will provide the memorability of a logo. You want your audience to see, acknowledge and retain your brand in their minds long after they’ve seen your logo.

3. It’s Timeless
The ultimate goal is to get a logo that will last you forever. That’s not always possible with changing trends, but that should always be the target for which you aim. Coca Cola has done this relatively well since the early 1900s.

4. It’s Versatile
Can your logo be printed in ONLY one color? Does your logo maintain its integrity when you shrink it to a 1″ square? Can you print it as large as a billboard? Can you print it in reverse (i.e. light on a dark background or dark on a light background)? If you say no to any of these questions, you do not have a versatile logo.

5. It’s Appropriate
Using many colors and a childish font is appropriate for a toy store, but would it be appropriate for a law firm? Your logo does not have to be as obvious as Toys ‘R’ Us, but it should use fonts, colors and an overall style that reflects the company it’s representing.

Don’t skimp

If you’re thinking about a new logo for your company, or if you’re starting a business and are ready for your own branding, don’t skimp on the logo. Sure, you can go to those online zippity doo dah whizywhig logo creators and spend $99. And that option is fine if you don’t value the longevity of your business or a strong consistent and well-thought out brand positioning.

But if you DO value those things, I encourage you to set aside some of your start up capital, or a bit of your rainy day fund, and partner with a graphic artist who will work with you to establish a firm and memorable visual message that will stand the test of time.

We graphic artists study hard to be able to provide you not only with something you can be proud of, but something WE can be proud of too. Betchya you don’t get that at your neighborhood online fast-food logo creation machine.

Check out some of these bad logo designs for fun!

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