Love Your Logo: Seven Secrets for Success
When it comes to a brand logo, the design itself may seem quite simple. But logos are actually one of the most time-consuming and critical design projects for any business.
Think of logos you know by heart: the golden arches, the Nike swoosh, the bitten apple, the green siren. These logos have become iconic symbols of their respective brands, making them recognizable across countries and language barriers.
So what makes for a good logo design? Here are a few tips.
Start with a brief.
The core of a good logo is one that accurately represents the business vertical and the brand. The best way to ensure that your logo design does this is to start with a strategically solid creative brief. Work with your designer to create this brief before the work begins.
Be unique and clever.
One of the five principles of effective logo design is making it memorable. Creating a unique or clever logo can help you achieve this. The FedEx and Amazon logos master cleverness with their double meanings and hidden symbols. Android and Starbucks get points for originality.
Make it adaptable.
Logos must work in a number of situations—from storefronts to digital ads to billboards to uniforms to collateral materials. Keeping it simple helps ensure that the logo maintains its design integrity across platforms. One example of a logo that does this nicely is Target’s red target symbol.
Make it timeless, not trendy.
From Coca-Cola to I Heart NY, time is the ultimate testament to good logo design. Avoid leaning on fleeting design trends and shoot for a logo that strikes a balance between classic and contemporary.
Don’t be afraid to update.
Even the logos that can withstand the test of time need an occasional facelift. It’s okay to make subtle updates to colors, fonts, and styles in order to keep your logo looking fresh, not dated. But avoid complete redesigns unless your brand is going through major changes that warrant them.
You get what you pay for.
Thanks to the rise of the sharing economy, there are a number of online logo “designers” who will promise you a quality logo design for $5. These digital sweatshops are closer to scam artists than professional graphic designers. They steal elements from other logo designs or designers, which can lead to major problems for you in the long run. Although the low price may be tempting, logo design is not the place where you want to skimp for your brand.
Once your logo design is complete, it’s up to you to own it. Use it everywhere, and use it consistently. Only with continued use over time will the logo become easily recognized by your audience.
What’s your favorite logo? Tell us in a comment.