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Effective Logo Design

by karen May 05, 2020
Effective Logo Design

Effective Logo Design

Even though a logo is a small part of your overall brand, it is still an important part. It’s becomes part of your identity and is one of the most recognizable aspects of your business. While designing a logo itself isn’t difficult, creating an effective logo design that will stand the test of time takes talent.  So what are the makings of an impactful logo? 

Every logo needs to have a purpose.

Your logo is the mark used to visually represent your business or product. It helps customers visually identify your business or product. However, it is not meant to explain what your business is or does.  As Paul Rand, one of the world’s greatest designers says:

A logos primary goal is to identify… to say who the company is, and that’s its only function.

TO IDENTIFY, THAT IS IT!

Here are 5 principles for an effective logo design

1. Simplicity

The most successful logos that have stood the test of time are very simple. When you think of logos, which brands come to your mind? Perhaps Nike, with its signature swoosh; Apple with its literal apple; or McDonalds with its fancy “M,” also known as the “Golden Arches.” These logos all have one thing in common: simplicity.  With the use of a simple shape and limited colors, all of these brands have become easily recognizable, and earned “household name” status.  It’s proof of how a simple logo can be incredibly powerful. 

2. Memorability

Design a logo they will remember! As mentioned prior, simple shapes are easier to remember then complex ones. Color also plays a vital role because it has an impact on the feelings a logo evokes, as humans associate certain colors with specific emotions. Those emotions can engage your audience and help them more easily remember your brand. With that people will remember colors and shapes more than words.

3. Versatility

One size fits all does not apply to logo design. You need versatility in your logo so you can adapt it for use across multiple platforms and mediums. For example, what looks good on your website might not translate to your social media profile. And what looks good on your social media profile might not transfer well to a brick and mortar exterior sign.  Consider where, when and how your logo will be used. Then, create different variations of your logo to accommodate those needs. 

4. Timelessness

A strong brand identity isn’t built around design trends. Trends come and go and if your logo is designed with what is  “in” at the time, it won’t be sustainable. In fact, you could need to rebrand within the next year as trends change!  This could slow down your business’ growth, by causing you to lose some of the brand loyalty you have been building with your customers.

5. Appropriateness

Your logo needs to be appropriate to the core of your business and the audience you serve. If you are a lawyer, you don’t want balloons and a rainbow in your logo. People wouldn’t take them seriously or trust their business. Or if you are a boutique store, it is wise to stay away from looking like a rock n’ roll band, even if you are a huge fan of a particular performing group. The logo style should relate to the target audience and communicate the personality of your company.

There are many places that you can “order” a quick logo for your business. But a talented designer will consider these design principles while creating an effective logo design, saving you time and money in the long run. Your logo is how you present yourself to the public – make sure you are making a good impression! 

DYK: A logo should always be designed in a vector format!

Did you know that some software and file types are better than others for logo designs? Microsoft Word or even Photoshop are not ideal for designing your logo. Programs like these create raster files that limit your logo use where as a vector logo can be the size of a stamp and as big as a billboard and never loss quantity. Adobe Illustrator is a common software that is used widely in creating vector logo files.  

Want to understand more about vector format, click here.

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