A great logo makes a company memorable. It accurately conveys the company’s identity. A great logo must be attractive but also have a functional purpose as a business too. A great logo is more than art. Your logo says a lot about who you are as a company, your commitment to your customers and your overall brand. A strong logo creates an identity that consumers related to, recognize and hopefully become loyal to. Your corporate Identity must have several characteristics to make it “great.” The making of a great logo requires both the natural talent of our exceptional designers and an understanding of a logo’s business functions.
First and foremost your logo must be relatively simple. A logo needs to be instantly recognizable at great distances or when printed at very small sizes. Your logo can have some elaborate features but it should be simple enough to make a quick statement. A complex logo looses it’s effectiveness on a billboard when a potential customer has only a moment to glance up at your logo. Something too complex may look like nothing more than a blob of color to a passing driver.
A corporate logo design is a company’s visual representation and symbol; therefore, it should evoke that sense of distinctiveness, particularly in the industry where it belongs. Originality should be kept in mind when designing a logo. A distinctive logo strengthens a business’s credibility, which is significant in establishing its brand.
Logos need to look good on a variety of mediums – scaled down to fit on an ink pen or grown to fit the side of a truck. Try out different sizes and make sure your logo or icon will work across all applications – print, web, promotional products, apparel and more!
A logo needs to accurately reflect a company’s culture and values: the company’s essence. You may generally gravitate to bold, exciting fonts, or feminine curvy fonts but if you are a ballet company, you should probably avoid harsh, clunky lettering, and if you are a football team, you should probably avoid graceful, delicate lettering, even if it’s more attractive to you.
As with any business endeavor, understanding your audience is key. Whatever your industry, your logo needs to be able to connect with the people you are marketing to. The important thing a logo needs to do is to speak to your target audience. If you run a children’s toy store, it’s not crucial to have an image of a toy in your logo or to have the word ‘toys’ in there either. What is more important is to use a color scheme or font that is childlike and appeals to kids.
The logo needs to be retained in the brain so that it can be instantly recalled at a later date. This can be achieved by originality, and with clean and clear lines that are distinctive and unique to that particular business. A great logo will remain memorable enough that a person who has only seen the logo once should still be able to recall it enough to describe the logo to someone else.
Speaking of timeless, let’s take a look at that Coke logo again. Over the years, the same brand logo, originally created in 1885 has stood as the corporate identity of this beverage giant. Their major competitors Pepsi Co. have gone through 11 different logos in nearly the same time period. This tells me that the Coke logo is timeless.