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THINK DIFFERENT

Branding - What Makes a Good Logo?

A good logo is distinctive, appropriate and simple in form, and it should effectively communicate your brands’ intended message. A logo takes a lot of thought and creativity and may combine many elements to result in a good final design. Essentially a great logo is a combination of a great concept and great execution.


So, what are the five main principles of an effective logo design?


Firstly, it should be simple. Simplicity makes a logo design easily recognisable, versatile and memorable. It can feature something unexpected or unique, but most importantly it should not be overcomplicated. Classic examples of simplistic logos are Nike’s ‘swoosh’ or the McDonalds ‘M’.


Secondly it needs to be memorable. The design should be simple, yet appropriate. Think of a pedestrian, when a branded lorry passes by. The logo will get one quick glance, and this is all the time you have to make a good impression. It needs to focus on one element, no more. Therefore, it needs to be simple enough to make an impact.


Thirdly it should be timeless. Will your logo still be effective in 10 or 20 years? Iconic logos tend to evolve rather than be redesigned, look at Apple or Google.


In the fourth instance, your logo needs to be versatile. An effective logo needs to work across a variety of media and applications. It should easily scale in size from a business card to a billboard. If it is in colour, there should also be options for when it is placed on a dark or light background, and also if it needs to be reproduced in a single colour such as black. Also, remember that the more colours used, the more costly it will be to print.


Finally, the logo needs to be appropriate for its intended audience. For example, using a child-like font and colour palette would be totally inappropriate for a firm of accountants.  (For more information on Rebranding click here)


Therefore, a good logo should be distinctive, appropriate, practical and simple in form. It should also be memorable and be able to instantly convey the owner's intended message. By following these five principles, you can be sure that your logo design will be effective in communicating your brand and its values.


Please note that the views, thoughts, and opinions expressed in this article belong solely to the author, and not necessarily to any other group or individual. To ensure you are fully compliant with all current legislation, please take legal/professional advice and do not rely solely on the information provided in these articles.

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