It doesn’t matter if you are designing a logo for a multi-national company or your neighbourhood coffee shop, the main principles of great logos still apply. Here are my top 5 indispensable tips to a make your logo GREAT.
Uniqueness will not only help your company stand out from it’s competitors, but a great logo will visually speak about what your potential customer feels, sees, maybe even tastes when they interact with your brand. This is much more than saying what a company does; that would mean that every shoe store would have a logo with a shoe or every computer company have a logo with a computer in it. It is interesting that in this survey of the world’s most recognizable brands, 94% of commonly recognizable companies do not illustrate what the product is, but rather what is does.
It’s not personal.
A common mistake that new business owners make is that they choose logos that appeal to them on a personal level then try to emulate them. Your logo should resonate with your target market and has little to do with personal taste.
Once you know who your target market is, your logo must emanate a tone that is appropriate to that audience and must give clear insight into what the company represents. The font, style and colours are elements that together create the tone of your logo. If you were creating a logo for a luxury car dealership, a graffiti grunge font would not relay the luxury of the brand nor would a cartoon style or bright colours. Appropriateness is the language that your logo uses to tell your audience who it is.
You will need to be able to use your logo in different contexts. A basic guideline for your logo is to ask whether your logo will successfully convey the same message on a business card as it does on a billboard or on your company website or even a t-shirt. As a general rule, your logo should not lose clarity or it’s meaning when sized as small as one inch, should look good in one colour, can be used in print and digital, can to be used appropriate production processes, is created in the proper file formats, and can be used on dark, medium and light backgrounds. Target has used the versatility of their logo as the basis for their ad campaigns.
It should be simple and timeless.
Timelessness is a result of a great logo. If your logo is unique, created for your target market, simple, functional and doesn’t follow trends, then when the trend dies off, it will not look outdated. When logos try to illustrate too many graphic details the message becomes diluted and less memorable, thus simple logos will stand the test of time better. For instance, the most commonly known iteration of London’s Underground logo was created in 1972 and still looks fresh and relevant today.