A logo is a key element of a company's branding strategy. It helps people recognise who you are, and what you have to offer, enabling them to connect with your business. But what makes a good logo exactly?
Effective logo design is all about focusing on simplicity. People who view your logo should be able to understand it from the word go, even if they only look at it for a split second. Keeping your logo simple involves limiting your colour, design and typography palette. You need to avoid complex elements while creating a design that reflects your brand personality.
Appeal to your audience
Before you even begin designing your logo, you need to think about who your target audiences are. With this in mind, a good logo should appeal, and speak, to those people who are likely to use your services or buy your goods.
If your target audience is children, for instance, your logo should exude a fun, informal style with bright, bold colours and curvy fonts. On the other hand, if you operate professional services, such as a legal firm, you might want to stick to simple designs in neutral tones and a classic font to portray authority and a formal image.
Colour choice is key to invoke different emotions that can help people connect to your brand. But, be wary if you intend to target overseas customers. Some colours and designs mean different things to different cultures, so do your homework first.
Easy to remember
A good logo should be easy to commit to memory, even if you've only seen it once for a fleeting glance. Being able to recall a logo means that next time it's seen, people can easily recognise your brand and identity with it.
Making a logo memorable involves creating designs that are unique and elevate you from your competitors, while still remaining relevant to your brand. This can involve a lot of initial research and thrashing out of ideas, but it's far better to spend time creating a logo that has impact rather than rushing to knock one together that falls flat on its face.
When designing a logo, it's good to look at other brands that have got their logo designs spot-on, to learn what makes them so effective. However, you should only use these for inspiration. Stealing elements from well-known logos to incorporate into your design smacks of plagiarism and won't do your brand any favours.
An impactful logo can help to increase brand awareness and credibility, helping to get your name off the ground. Crucially, a good logo should stand the test of time, so once you've gone to the effort of creating it, the logo should grow and adapt as your business changes over time. In order to ensure this happens, avoid using any elements in the design of your logo that are faddy or liable to go out of fashion quickly. Stick to timeless colours, designs and fonts that will keep you on-trend for a long time to come.
Adaptable and versatile
When designing a logo, it's essential that it will look good whatever you display it on. This means your logo must be adaptable for use on both print and digital media and can be easily scaled up or down without looking pixelated or losing any visual appeal. For example, your logo should look just as good displayed on a large billboard poster as it does on a business card, label or web page.
Great logo design involves many considerations that require expert design know-how.