what makes a good logo?
by marketing team in thoughts at 8:23 am
websignian visual designer, chris anderson, talks logos…
look around, logos are everywhere. logos are simple, yet important ways of communicating a brand’s identity. logos have been integrated into modern society and is the cornerstone of good branding.
what makes a good logo? everyone has different tastes and therefore the answer to this question can be subjective. however, there are certain elements that are not up for debate. logos should be simple, distinctive and timeless, clear, functional, and appropriate.
why simple? a logo needs to be easily discernible. a logo that has multiple components has greater a chance to get misinterpreted or completely lost. logos should be simple enough that the same message is conveyed whether it is presented in black and white or in color, whether it is big or small.
what’s distinctive and timeless? a logo should set itself a part from everything else and every other logo. a company or brand usually strives for longevity and a logo should stand the test of time without looking dated. note to budding entrepreneurs and business owners: when choosing a logo, stay away from fads and trends. gradients, bevels and photographs, may be the latest thing right now but chances are, they won’t be in ten years. remember the fluorescent colors of the 80’s?
clarity? logos that are unreadable, confusing or busy, often fail. most logos are not studied but quickly viewed. a logo needs to be clear at a glance. the little time people spend observing a logo makes it even more important that the logo immediatelty communicates something that is intended.
what do you mean functional? a logo should be designed so it can be used in every conceivable fashion. a logo has to adjust to the the small size of a business card or the expanse of a billboard, it should be easily recognized with or without color, understood on the side of a package or label and even discernible on a promotional tee shirt.
how appropriate? a logo does not need to communicate what the company does or sells. the words used to describe a company should be the same as those used to describe it’s logo. if a financial firm’s logo was written in multi-colored crayon, my guess is that it would not be taken seriously, at least not at first.
in short, a logo gives consumers a quick reminder about a brand’s value and promise. a logo doesn’t stand alone, it derives its meaning from the good or service that it represents. the logo is the most memorable image of any brand and as such, should be chosen carefully.
have a question for chris? post it on our facebook wall.
