What Makes a great logo?

One should never underestimate the importance of a logo. It is the face of every company and a poor logo design can be disastrous for a company. Even if a product or service is best in class, an unprofessional, confusing, or offensive logo can turn off customers or destroy all credibility.

Great logos are the embodiment of an entire company and tell a story about the quality and character of the product or company it represents.

A great logo should boldly stand out from the crowd whilst remaining simple yet timeless. The top 5 prinicples of logo design:

A logo must be simple Effective logos feature something unexpected or unique without being overdrawn.

A logo must be memorable A simple logo is easily remembered. Think of the 'Nike Tick', it's an icon that can easily be remembered and recognised. It can also contibute to the versatility of a logo, listed below.

A logo must be unique Logos have great importance in creating brand identity, that’s why designers compete to be creative to deliver a companies message in a unique way. It let's their individuality shine in a competitive market.

A logo must be versatile One of the most common mistakes most companies make is to use a logo that may be detailed and appealing to eye when viewed from a designer's presentation. However when placed in the corner of a business card it becomes lost. Another example is a retailer using a portrait only logo, when it comes to being placed on a shop sign it means the logo doesn't fit the space correctly. Also a multi coloured logo can cause problems if it was to be emboidered on shirts for instance. An effective logo should be able to work across a variety of mediums and applications.

A logo must be appropriate A companies target market should always be considered. If a funeral directors logo was to feature a childish font & colour scheme such as that of 'The Entertainer' the consequences would be disastrous. The font of a logo says as much about a company as does the colour. For example using the colour black within a logo can convey a message of being strong, formal amd sophisticated, using the colour red would convey the message of warmth, energy and aggression.

It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. ie. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification.

One of our most recent logo designs was for a small boutique company called 'Little Gems'. They sell bows, baby items, hair accessories and jewellery. This logo design would be adaptable for any colour or application and shows a clear representation of what the company does. It does include a little detail but due to the composition it could be easily tailored.