Your company’s logo is the physical manifestation of your brand, your way of doing business, your reputation, and your identity. The best logos simply and clearly embody your company’s brand identity and create anticipation in the minds of consumers who use your brand.
If a logo is too complicated, it will not only be difficult to reproduce, but will also fail to engage your audience. Think of a logo as an “elevator pitch” to potential clients, partner, or employees: it should concisely communicate your company’s story and create positive expectations for your products or services.
To create an effective logo, consider the following tips:
- Make it engaging: Your logo should draw in your audience so they can discover its meaning and intention themselves. It should not be so simple as to be blatantly obvious, nor should it be so abstract that the message that you are attempting to communicate will be lost.
- Make it last: Be sure to think about the longevity of your logo. What kind of products or services will your company offer in the years ahead? Don’t be quick to embrace current design trends: thinking long-term will help your logo stand the test of time.
- Make it vector: Clean, crisp lines and limited colors, not illustrations or complex 3D renderings, will make your logo most effective.
- Make it adaptable: Your logo should be flexible enough to adapt to different markets your company may enter.
- Make it memorable: A great logo will be easy to remember—almost etched into your sub-conscious. One client selected the logo that the founder most easily remembered the morning after being shown multiple designs.
- Make it relevant: Your logo should evoke the idea or the products or services that your company offers.
- Make it colorful—carefully: Color can illicit different feelings and emotions, but interpretations of color vary depending on age, gender, and culture. Choose colors carefully depending on your target market. Know that your logo may not always be reproduced in color, so make sure it makes sense in black and white or greyscale. The best logos usually only have two or three colors.
- Make it unique: The best logos are easily identifiable and distinctive. Be sure to survey your industry, competitors, and target market, so you do not create something too similar to another company’s established trademark.
- Make it versatile: Since your logo will be used across a wide variety of marketing materials—business cards, letterhead, signs, products packaging, web sites, and more—it must be adaptable to multiple formats.
In short, adhering to the old adage “keep it simple, stupid” will help you make your logo designs work.