What makes a great logo? « Back to list
Whether starting your new business or rebranding, your logo is vital in promoting your message. Huge brands like McDonald’s, Apple or Nike are recognised throughout the world even without text. Of course, multi-nationals are helped by colossal advertising budgets, but their designs share some simple elements common to all effective logos. So how can you design a logo that will get your brand noticed?
1. Keep it simple
The examples above prove the effectiveness off well-designed simplicity. People need to recognise your logo whether they’re driving past it at 70mph, seeing it on a shelf surrounded by 20 other logos or on a crowded page in a magazine or brochure. Some huge brands like Coke or IBM even use logotype only.
2. Aim for originality
It’s going to be almost impossible to design a logo that is unlike any other in the world. But you should always aim for your logo to be different from the competition and any other businesses likely to share the same market or advertising space. You certainly don’t want your business to be confused with any other, whatever their field.
3. Make it timeless
Don’t use a symbol or graphic based on a current trend or item that could date in five or ten years. Styles go out of date quickly. Fads disappear and technology moves at an ever-accelerating pace. Make sure your logo will work as well or be as relevant in 20 years as it does today.
4. Make it versatile
Make sure your logo works in single as well as full colour. Design a version that works well on a dark background. It helps to have a portrait version as well as a landscape version so that your logo can fit easily anywhere without losing impact. Does your new logo work as well when reduced in size as it does when large? Make sure your logo is flexible in every way.
5. Make it appropriate to your brand
If you make kids’ toys, the font and style of your logo can be playful and light. Clearly a different feel would be required for a law office or accountancy firm. Remember too that well over 90% of logos from the world’s top brands give no indication of what the business does. The purpose of your logo is to identify your brand – not explain what you do.
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