A good logo can do wonders for any business. It becomes synonymous with the brand and can stimulate feelings and associations toward a business that brings trust and loyalty. Think for a minute about companies that have great logos – they’re easy to recall and that’s what every business wants.
Consider Coca Cola...for most of us who have followed along on their journey Coca Cola is all about a feel good vibe. One we have come to know and trust.
For entrepreneurs, designing a logo that makes an impact may seem daunting as you’re already strapped for time and resources. If you have an existing logo and your ready for a re-brand, this process may seem even more overwhelming.
We’ve taken the guesswork out of the design conundrum and identified the five primary things your business logo needs to stand out in a growing marketplace.
1. Make it simple.
Chances are once you hit the drawing board you're doing one of two things; drawing a total blank, or you have a thousand ideas racing through your head. Once you get going remember your logo needs to be simple. A busy design can confuse your target audience and end up driving them towards someone else who has clarity in their design. Simplicity is key because a strong logo is able to convey the critical components about your business very quickly.
2. Make it memorable.
Your memory is INCREDIBLE...it remembers hundreds of thousands of things. Guess what? So does everyone else' so, this means that your logo needs to be memorable. This may seem confusing since we just mentioned simplicity, but a logo can be both. People see hundreds, if not thousands, of logos each day. Yours needs to stand out and stick with your customers. Whether it’s including your branded colors, a custom graphic, or a clever play on your business’s name, these are all ways to design a memorable logo.
3. Make it timeless.
Creating a logo that stands the test of time is the ultimate goal, as it helps with establishing brand awareness and loyalty. Some of the most notable logos, from Nike to Coca-Cola, have a timeless element to them. While little tweaks and updates are necessary, their logos have basically remained the same for decades. This is something any business should strive for, as it saves time and resources – and brand credibility – over the business’s lifetime.
4. Make it versatile.
Versatility is likely the last thing you are thinking about when it comes to your logo but it is very important. . Most likely, your logo will include your branded colors, but there are times when having it in black and white will be necessary. A good logo should be able to be inverted from black on white to white on black and not lose any of its recognition. Test this while designing yours so that it meets any and all future marketing needs. Take my word for it, when we first started, we didn't take this into consideration and each time we would try to add our logo to things, we'd end up remaking them costing us time and money.
5. Make it appropriate.
Last, but certainly not least, your business logo needs to be appropriate – meaning it needs to fit with your industry no matter how niche it may be. Font and color choice (including graphics or text only) and decorative elements are all things to be considered. In such a digital world your logo is often the first impression your business makes on a potential customer, so it needs to accurately represent what you’re offering in an authentic way.
Logo design is critical for any entrepreneur and their business. It sets the tone and public perception of the company, so having a logo that speaks to your unique selling proposition and values will pay dividends over the course of your business’s life cycle.
Have you utilized other essentials of logo design? We’d love to hear your thoughts in the comments below!