04 Mar What makes a good logo?
So what makes a good logo? A great logo won’t determine whether your business sinks or swims; but it will certainly provide a fantastic springboard. A logo gives the outside a world an instant visual impression of your brand; a good one is worth a thousand words, and plenty more besides.
It’s not easy conjuring an image that captures your vision and emphasises your company’s strengths. Every entrepreneur has a picture in their own head of what their company stands for, but how does one commit this picture to paper?
So let’s go through a few points that could help you create the perfect logo.
Do you stand out from your competitors?
If you copy other logos, or go for a design which has already been popular, it won’t take-off. At best, people will think you are cheap and unoriginal. So it really doesn’t pay to nick someone else’s idea; and it’s far more fun to come up with your own.
It suits your purpose
When designing your logo, you need to think clearly about what you want it to do. The purpose of your logo will depend on the type of company you are, and the effect you are trying to achieve.
Is it reaching the right audience?
Your audience should determine the style and tone of your logo. For example, you’re running a bodybuilding gym, your target audience will probably be men with a macho edge; a delicate logo with subtle colours and elaborate fonts probably won’t cut the mustard here. Likewise a grown-up, colourless typeface won’t suit a business aimed at kids, like a nursery or toy shop.
Does it work across all media
If you advertise in, or contribute to a variety of print and online media, your logo will need to be extremely versatile. If your logo relies on colour, it may lose its effectiveness in black and white; equally, if it’s highly detailed, it may lose some of its effect when you shrink it down.
Ideally, you should be able to adapt your logo to company stationery, internal and external correspondence, and even corporate merchandise.
It defines your key characteristics
Think about your company’s core values? What do you want your business to achieve? Think about your achievements so far, and your key strengths. Each of these core features and attributes make up your company’s DNA, and should play a crucial role in shaping your logo.