What makes some logo designs better than others? It is can sometimes be confusing, and this is because there are often the wrong ideas about precisely what a logo should be.
Common assumptions are: a logo should communicate exactly what a business does; it should, above all else, be pretty – after all, it is a piece of visual design and a symbol for your business; and it must appeal to everyone, most notably the business owners themselves. None of these statements is necessarily accurate, nor are they what truly makes a great logo.
To be great, a logo must tick five essential boxes. A great logo is:
Perhaps the most important ingredient of all is ensuring a logo is uncomplicated. A symbol can remain simple whilst still achieving distinction. We often only glance at a mark for a few seconds and if there is too much to take in it simply won’t be absorbed.
Simple logos also have a far better chance of withstanding the test of time. Sticking to clean and uncomplicated elements that do not follow trends will allow it to age gracefully. Whilst it may feel ‘plain’ or ‘boring’, simple logos can become truly iconic over time. If we look at the biggest brands in the world today, we will see a definite trend towards simplicity in their identities.
A simple logo will work on light, dark, patterned and photographic backgrounds. It can even enable interesting and creative branding opportunities.
The box that your logo needs to tick is to stand out from those around it. Your logo is your first introduction to your customers, and the first impression they have of your business.
There is more choice available to consumers than ever before, and in that increasingly competitive landscape, a logo is a way to stand out from the crowd, stay a step ahead of the competition and draw the spotlight in a crowded marketplace.
A well designed, distinctive logo, will grab the attention of prospective clients and encourage them to learn more about what it is that you do.
For a logo design to be considered great it must first be relevant, in terms of feeling and personality, to the unique requirements of the sector which it serves. There is a reason that brand identities within the same industry ‘feel’ similar. That particular style resonates with their consumers. To sway too far from this would be to risk losing touch with their target audience.
Sporting brands like Nike and Adidas use fonts and symbols that are bold, chunky and dynamic. On the other hand, brands in the fashion industry are naturally more elegant and subtle in their approach.
A good logo must therefore communicate a feeling in line with what your brand represents. It may communicate your values and what you stand for, but does not need to say exactly what you do. So long as it resonates with your target audience, it is achieving one of its key objectives.
A great mark is one you remember. Although a good logo needs to be appropriate to its sector, it does not mean that it must look the same as all of the others around it. If it simply blends into the crowd it will not be a brand consumers remember above its competitors.
A good logo is one that is memorable, and this distinction can be achieved in different ways. Starbucks’ unusual symbol of a twin-tailed siren is one you wouldn’t forget in a hurry but still feels very much in keeping with the pictorial emblem style common within the food and beverage sector. Look a little closer at the Toblerone logo and you might spot a bear hidden within its iconic mountain. Thinking outside the box like this is a great way to set yourself apart from the competition.
Today more than ever, logos are required to look good over a myriad of different applications. Whether it is shrunken to the size of a mobile app icon or blown up on the side of a building, you want your logo to look its best, whilst preserving legibility.
An AI-powered logo design maker platform, Instant Logo Design added the latest feature on the logo preview or presentation to help us to visualize how a logo will look in different applications. A mark that is over cluttered and complicated will inevitably lose lucidity and detail, especially in instances where it is used in small sizes. Although it may not be required in all applications now, keeping a logo versatile will ensure it is future-proof and ready for anything!