If you’re a business owner or marketer, then you know the importance of an attractive, and effective, logo design. Your logo represents your business to the community. If you take the time investing in a design you love, then you’re more likely to stick with it for the long-term, which results in stronger brand awareness for your company. So how do you come up with that show-stopping logo design that will give you the desired outcome? Simplicity is key, according to Milton Glaser, designer of the world famous “I Love New York” logo.
Going off of his theory, here are four things that can make for a great logo design:
As a business owner, you’re well aware that competition is fierce in the marketplace. It’s for this reason that your logo should be unique and stand out from the crowd. You want people to see the design and immediately think of you, not 50 other businesses, too. To accomplish this, avoid using common symbols and phrases. Another thing to keep in mind is that your logo doesn't have to show what your business does, literally. For example, if you run a bakery, you don’t need to use a cupcake in your design; think outside of the box! Notable designer David Airy points out, “The Mercedes logo isn't a car. The Virgin Atlantic logo isn't an aeroplane. The Apple logo isn't a computer.”
To keep your logo design adaptable, it should be simple. Remember the phrase “Keep it simple stupid.” When creating your logo, consider what message it will convey on a business card versus on a billboard. Ideally, your logo will have the same effect on potential customers no matter how or where you use it. Also take into account size and color when designing your logo. You won’t always be able to display the design on a large, colored surface. It should be able to transfer easily into a smaller space or one void of color without sacrificing quality.
While your logo design doesn't have to show what you do specifically, it should be appropriate for your ideal customer. If you manage a law firm, for example, you may want to avoid a bright and cheery logo design. On the other hand, if you’re designing a logo for a children’s boutique, it’s perfectly acceptable to lean toward a more fun and colorful design. Carefully choosing colors for your design is vital, according to professional Matt Mickiewicz. He has this to say about the color of logos: “Different colors are associated with different meanings in different cultures. It's important to think about how the colors in your logo reflect your brand values and the services or products you sell.”
It’s true that real beauty is timeless; the same holds true of great logo designs. Logos that have been around for decades are easily recognizable among consumers, even as the brands have evolved. To achieve a timeless design, incorporate clean lines, symmetry, and neutrality. According to Glaser, these are the attributes that result in a logo that can stand the test of time.
Creating the perfect logo design can be overwhelming when you’re starting from scratch. After all, this is the symbol that will represent your business for years to come. But with a little time, effort, and research, you'll be set to take on the world!
Struggling with ideas for a logo? Swing by our Branding and Design services page and let us know if there's a package that suits you best...we'd love to hear from you!