What Makes a Good Logo?
Everyday the consumer is inundated with countless logos, aimed to transmit a slew of subconscious messages. Because a logo may only have a second to tell a story, creating one can be one of the most difficult aspects of branding a business. If effectively crafted, a logo can establish the right tone and positive connection with customers.
The makings of a great logo requires both the educated talent of a designer and a deep understanding of a logo’s business function. After years of designing different branding systems, we have come up with a set of qualities that a well developed logo should embody. When designing a logo, ask yourself these questions before delivering the new logo system.
1. What emotions does the logo invoke?
Above all, the most important operation of a logo is to reflect the character of the company. The emotion that the logo arouses should align with the company values. Designers should also understand the psychology of colors and the effect that typeface has on the design of a great logo. For example, the McDonald’s logo — with its curvy, yellow arches — stimulates an energetic, joyful connection with its consumers. The well-known green Starbucks logo evokes a more harmonious, relaxed emotional connection. Typefaces, such as Garamond and Helvetica elicit very different moods.
Serif fonts like Garamond promote the idea of respect and tradition and thus are more suitable for an environment that calls for integrity such as a university or a news outlet. Sans Serif fonts like Helvetica are simple and modern, and are more applicable for a technology company.
2. What is the story behind the logo?
With every great logo there is a story. A good designer knows that you can not simply slap the business name on a generic shape. A good designer understands the culture of the company, the tone of the product and the vision of the business. Research about the company and the product is key before embarking on ideas for the logo. An effective logo reflects the philosophy and values of the company.
3. Is your logo recognizable and timeless?
Your logo should make a statement about your company and stand the test of time. Designers should abstain from that week’s trends. “The trendiness is more appropriate in supporting elements of branding, like store experiences or website interfaces,” says Su Mathews, a senior partner at the New York’s brand-strategy and design firm Lippincott. Simple is far better than complex. A simple yet memorable logo can be used in 20 years without appearing dated. Without unnecessary, decorative distractions, a simple logo design can make a clearer statement to the consumer.
4. Is your logo memorable?
A well designed logo is unique, memorable and recognizable. If you see it once, you should be able to recall what is looks like after a period of time. Also, remember to create a logo that does not remind the audience of another one they have seen. Make sure the idea is distinctive enough to stand out on its own amongst the clutter.
5. Is it clear and distinct in small formats?
When scaled down, a good logo will be strong and recognizable at a glance. This test can also help you distinguish if the logo is too complicated with unnecessary embellishments.
Most logos come and go, but if created with vision and precision, can stand the test of time! Push through the design process and make something worth remembering.
