By: Gina Mason
What do Nike, McDonalds, Coca-Cola, BMW, ESPN and IBM all have in common? Well, besides being on Forbes 100 Most Valuable Brands List, they all have very distinctive logos that can instantly be recognized by millions of people all over the world. Logos are incredibly powerful and they not only dictate brand loyalty, but they can also dictate the success of a company. From a branding perspective, having a great logo is absolutely imperative if you want to stand out amongst your competition and appeal to your audience. However, coming up with that perfect logo isn’t always so easy. For those of you who are looking to create a new logo or rebrand, here are a few elements to keep in mind:
Just like anything else in life, first impressions are extremely important especially when trying to make your logo aesthetically appealing to your audience. A good logo will trigger positive emotions in your mind and is more likely to create brand loyalty while a bad logo will do the opposite.
Your logo is your calling card and must be relevant to your audience and your industry. Your logo should be a visual representation of your business objectives and should speak directly to your audience. MagicDust Designers warn, “avoid unnecessary elements that may be visually pleasing but don’t support your message.”
Some of the best logos are simple (i.e. Nike “Swoosh”) and an understated logo isn’t always an understatement. Some of the most powerful logos in the world are incredibly simple and their simplicity make them extremely effective (GE, Apple, Disney). MagicDust Designers suggest, “Flat shapes, bold lines and clear type are hallmarks of simple logos that never run the risk of appearing busy or worse, confusing.”
A good logo has to work well on a number of different platforms including the web, collateral materials and ads and this is not always something people account for in the planning process. The font should be balanced and readable at any size. Also, don’t forget about choosing the right colors. A full-color logo may not translate well to B&W or print as well on different types of paper so keep that in mind as well.
According to Huff Post’s Bianca Rothschild, “a good logo withstands the test of time. It may need some touchups to keep it fresh and prevent it from looking dated our out of style, but that’s all it should require. Changing your logo when it already has memorability in place is bad for your branding. You want one logo that works for as long as it can.”
Creating a great logo can take a lot of time and effort, but is it all worth it in the end. Don’t get discouraged and don’t be afraid to ask for several opinions. Speaking of logos, what to test your logo knowledge? Check out this logo quiz here: http://www.creativebloq.com/logo-design/quiz-can-you-guess-logo-1012976
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