5 Rules To Design an Outstanding, Memorable Logo
Having a logo is crucial. Without it there is no branding, recognisability or business identity! It’s like having a body with no face! Which would just be weird.
First what is a good logo? A good logo is distinctive, appropriate, practical, graphic, simple, transferable and convey the right message.
Sound too much? How are you supposed to do that? Don’t worry, here is just 5 golden rules to follow to ensure a great logo.
A simple logo design makes your business easy to recognise, making it more memorable. Simple doesn’t have to be boring. You can still have a unique logo. Colours, shapes all make a logo different without being too complicated. Toys R Us is a great example of simple, yet a stand out logo, using colour and unique, readable font, while also conveying a child like logo relating to the business.
It can be hard to think what impact a logo will have in 5, 10, 20 years time. The best advice I can give is to keep a logo clean. Using a font or image that is popular now might not be on 5 years. Leave the fashion to the fashion industry. Trends come in and out all the time, what’s truly stylish? Being unique, so vogue. Keep a readable font and a clean image. Here is an example between rivals Pepsi and Coca Cola.
An effective logo needs to be able to work across all platforms of advertising. For example something that looks good at a distance on a banner, might not look good and clear up close. This again is in keeping with not having an overly fussy logo. A good example is.. Us! Blown up a million times or made tiny, it’s still recognisable.
Some questions to ask yourself when creating a logo, ask if your logo is still effective if
- Printed in one colour?
- Printed on something the size of a postage stamp
- Printed on something as large as a billboard
- Printed in reverse e.g light logo on dark, dark logo on light
One easy way to create a versatile logo is using black and white only. Focus is then on the shape and concept instead of the colours. This also saves some pennies. The more colours used the more expensive it will be in the long term.
Your logo should compliment your business. A solicitor is not going to have a logo similar to a toy store. It would be appropriate to use a childish font & colour scheme for a toy store logo. This would not be so appropriate for a law firm.
It should also be said that your logo does not have to be an image your service or product, for example, car logos don’t need to show cars, computer logos don’t need to show computers. The Ford car logo isn’t a car and the O2 logo isn’t a mobile phone. A logo is purely for identification.
The only way to have a memorable logo is to follow the steps above. When a logo is simple it’s easy to remember. When a logo is timeless the logo will be reinforced and remembered. When a logo is versatile it can be transferred to many advertising platforms, getting around more, reinforcing recognition of your business. The WWF is a great example of a logo that is simple, timeless, versatile, appropriate and memorable.