A logo can be one of the most important marketing pieces a company has because it is the foundation of your marketing or branded look. Therefore, a good logo should be a unique and timeless representation of your company, defining your services in a memorable way, and work well across a multitude of mediums. Whether your logo is on a billboard, a TV screen, the Internet or whatever, you may only have a split second to get your message across and still make an impact.
So with a sea of images and brands out there, what makes a good logo? It starts with a creative concept.
Keep it simple.
If your logo is too detailed or complex, your message may be lost in that split second of first impressions. Some of the most successful, classic and timeless logos of our time have been as simple as a piece of fruit with a bite out of it for a computer company, a simple swoosh for a famous shoe brand, and some golden arches for a now worldwide fast-food chain. Get the picture?
But just because it is simple doesn’t mean it is easy. Creating a simple and unique logo can be a challenge. A successful logo could start with a clever treatment of shape and / or text reflecting your service or product. It could be a color or symbol treatment to enhance the image or mood you want to portray; but whatever you do, do it as simply as possible.
Keep it versatile.
With the latest programs out there making drop shadows and special effects so easy to produce, be careful when it comes to applying them to logos.
A logo must be able to work whether it is on a printed piece, the Internet, a billboard, or even a t-shirt. It needs to work on any number of different backgrounds and textures as well. Keep in mind that the latest in special effects may look good and produce well on the Internet, but may also get lost when reduced in print to the size of a pencil! To test your logo, it should be able to maintain its integrity in black only, in just two colors for budget-minded projects, work on both dark and light backgrounds or in white, and be scalable in all sizes. Vector art is the format of choice for logo creation, rather than a logo created in raster art (such as Photoshop®) because it will not scale larger without some degradation.
Your logo should be your brand.
Keep your logo appropriate for your image and for your audience. Make sure your logo is not misrepresenting you with any hidden images or shapes. Review even the negative spaces (and subliminal possibilities) of your shape to prevent any unwanted interpretations. What one person sees, another may see something entirely different! So test, test, test on a variety of recipients.
Use color to your advantage, as color can enhance a feeling or mood. The colors you use along with your branded image can spur reactions anywhere from warm and friendly, to scientific or high-tech, or just plain fun with your clever use of color and shapes.
Finally, pay attention to the details.
It is important to check your logo’s accuracy should it be enlarged to a very large size such as a billboard, as a reproduction at this scale will show any flaws dramatically. A good logo needs to be finished and produced using clean, smooth lines and the utmost in precision.
