Logos are one of the most prominent handles of any brand. In an age where people have more choices and less time in making buying decisions, you logo must just cut it with your target audience. Designing a logo does not begin with understanding the use of logo design software, it is about understanding the brand fundamentals, its visual identity and the essential attributes that makes a good logo or bad logos. Irrespective of design style, what do great logos have in common?
1. Simple
Most successful logos are not complex. It is not about getting all the elements of your business into the logo neither is it about getting every effect you can do into logo development. Successful logos are a product of careful thought and the elements are simple enough to be memorable.
Logos should be developed in terms of symbols or icons that can conveniently represent the idea behind the business. Simple logos are easily recognizable and therefore consistent considerations when designing.
2. Adaptable
This is where most amateur logos fall flat on their faces. Is your logo versatile? Is it scalable? What happens if your client needs the logos in black and white, will your logo still look the same? Think of the logo on a pen, a T-shirt, notepad, on giant bill boards and the kinds of logos you develop will have to be tweaked a bit. Great also comfortable on any kind of surfaces and background colours.
Sometimes already designed logos are pulled by the edge and the logo ends up being disproportionate. This is where designing with vectors can work miracles for your logo development. Logos in which vectors are not used will probably pixelate when scaled on a billboard advert. Using vectors will make your logos look great, no matter the size and material, from billboards to ink pens.
3. Appropriate
This is aimed at reaching your target audience on an appropriate way. A highly colorful logo will not will not look professional especially when you are not designing for a children focused business. It is important your logo reaches your target audience and profiling such audience will help you in gaining some logo ideas.
4. Latent idea
This aspect is the one I love most. Professional logo designers developed a knack for rewarding their audience with a hidden idea behind their logos. Just Creative Design and Bob’s House of Dogs are two examples I love.
Can you make out the symbol of the pencil? What about the latent idea showing the initials J. C. D.? Can you make out the shape of the Dog in Bob’s logo above?
Smart logos (which have latent ideas) are becoming the toast of businesses and have the ability of generating an emotional relationship between you and your target audience.
Attributes of great logos are varied and I can just share the most important ones, which ones do you think should been included?
