Effective Logo Design
Even though a logo is a small part of your overall brand, it is still an important part. It becomes part of your identity and is one of the most recognizable aspects of your business. So what makes a logo GREAT?
Every logo needs to have a purpose.
Your logo is the mark used to visually represent your business or product. It isn’t meant to explain all that your business is or does, but rather its purpose is to help customers identify you. 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.
A LOGO IS MEANT TO IDENTIFY. THAT’S IT!
Here are 5 principles of effective logo design:
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.
Design a logo they will remember! As mentioned prior, simple shapes are easier to remember then complex ones. Color also plays a vital role in memorability because it has an emotional impact on your customer base. When you pair the power of shapes and color together, you create memorability. Target is a brand that does this well. A very simple shape (multiple circles) along with the color red implies that Target is a leader in retail. Tapping into these two powerful tools will engage your audience on a psychological level while making your brand easy to remember.
“One size fits all” does not apply to logo design. You need versatility to maintain a consistent look across the many places your brand appears. 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 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.
A strong brand identity avoids design trends. Trends come and go. If your logo is designed with a trend focus, it may be a turn-off to potential customers when that style is no longer “in.” You want a brand identity that can stand the test of time and sustain your growth.
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 in your logo. People wouldn’t take you seriously or trust your business. Or if you are a boutique flower shoppe, it’s wise to avoid looking like a heavy metal band. The logo style should relate to your target audience.
There are many places that you can “order” a quick logo for your business. But a talented designer will consider these 5 principles while creating an effective logo design, helping you attract the right customers while saving you time and money overall. 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. Alternatively, a “vector logo” can be used as a small as a postage stamp and as big as a billboard while never losing resolution quality. Adobe Illustrator is a common software that is used widely in creating vector logo files.
Want to understand more about file formats? Click here.