What makes a logo work?
Consumers have more visual exposure to brands than ever before. This overexposure means it’s more important than ever to make sure your brand works on all platforms. This is especially true of your logo. Check the 4 criteria below to make sure your logo passes the basic brand test.
“Keep it simple, stupid.” This phrase was coined by the U.S. Navy in 1960, and it has only gained potency since. Simple logos are the most easily recognized, making them more effective when it comes to identifying your brand and business. Logo designer and author, Jeff Fisher says “A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing, or promotion.”
When it comes to logos, longevity is key. Though tempting, it’s best to avoid current trends. Jumping on the fad-wagon is a surefire way to make sure your logo will become dated in just a few years, and revamping a logo isn’t cheap.
You will also want to avoid digital elements, such as shadows or gradients, that will be difficult to replicate on future mediums. Thin lines and narrow typefaces make for difficult printing on surfaces like newspaper, or smaller promotional items.
Effective logos feature something unexpected or unique, without being overdrawn. Your logo should rarely (if ever) be the first picture your mind conjures about your business. A company making golf balls should never use a golf ball as a logo, particularly because they’d be printing that logo—you guessed it—on golf balls.
What are the most recognizable logos in your mind? What makes them unique?
If you’re looking to rebrand, design a logo, or simply want some more information about marketing in general, give us a shout. It’s what we do.