Modern consumers have more visual exposure to brands than ever before. This overexposure means it’s important to make sure your brand works on all platforms–and that means great logo design.
Check out the 4 criteria below to ensure a fantastic logo design that has an effect on your audience.
“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, forcing you to replace it all over again.
Most great logos do not feature digital elements, such as shadows or gradients, that are difficult to replicate on future mediums. Thin lines and narrow typefaces make for difficult printing on surfaces like newspaper, or on smaller promotional items.
Effective logo designs feature something unexpected or unique, without being overdrawn. Your logo should rarely (if ever) be the first picture your mind conjures about your business. For example, 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.