Ultimate Logo Guide | Is Your Logo Effective? Tips to Evaluate Your Visual Identity
Ultimate Logo Guide | A logo is to a business as your face is to you. It is how you are recognized, it reflects your personality, or in case of your business, your values and principles. The effectiveness of the logo lies in its visual nature. Studies have shown that people recognize and relate to images easier then text. In today’s digital world of multimedia, this is more true then ever. It is also the most powerful marketing tool known. Designing a great logo is one of the most important things you can do for your business or website.
A good logo should convey the intended message to your audience without additional explanation or context. As the company’s major graphic representation, a logo brings a company’s entire brand together, and works with elements such as your website, collateral, brand promise, and marketing efforts to set the tone for your company as a whole in the public arena.
A good logo appropriate, is distinctive, graphic, practical and simple in form, and it showcases the owner’s intended message. When evaluating your logo design you should ask yourself: is it simple, memorable, timeless, versatile and relevant?
Is it simple? | Ultimate Logo Guide
Something we hear over and over again in the design industry is that less is more. Even though using that sentence has become a bit cliche, it is true – especially when it comes to logo design. By keeping a logo simple it enhances its “stickiness” and keeps it from being seen as too complicated. Create a unique concept and strip it down to the most basic level it can be while retaining its impact. The more lines, shapes, stories, colors, and fonts you have in your logo, the more provincial you look. If being provincial is part of your brand, then feel free to break this rule.
It’s better to keep things simple and make use of clever negative space and typography. These types of logos are usually far more effective and memorable.
Is it memorable? | Ultimate Logo Guide
Following closely on this principle of simplicity is that of memorability. In order for a logo to be memorable or to have a “sticky” factor, it needs to be both simple and relevant or appropriate to the audience. The design should be simple enough to easily recall and convey imagery or typography that resonates with the target audience.
Is it versatile? | Ultimate Logo Guide
The objective of a logo is brand recognition. Your clients should be able to instantly think of your brand when they see your logo. Keep in mind that your logo may not always be viewed head-on, such as in an ad or on a billboard. It may not always be viewed in color, either. Look at your design in gray-scale or black and white to be sure it is still recognizable. Will it work in one color or against a dark background? Is the logo still recognizable when scaled down for letterhead or envelopes?
To ensure flexibility, start by creating your logo in black and white. Using a vector format will enable your logo to scale to various sizes without losing quality.
Is it timeless? | Ultimate Logo Guide
An effective logo should endure the test of time. The logo should be ‘future proof’, meaning that it should still be effective in 10, 20, or 50 years time. The bottom line is, an effective logo should be timeless. Will yours stand the test of time? Rebranding should not be considered a normal part of business, nor should it become a habit. Trends come and go, and when you’re talking about changing a pair of jeans or buying a new dress, that’s fine, but when it comes to your brand identity, longevity is most important. Don’t follow the pack. Stand out. To create a timeless logo, avoid trends and unnecessary effects, and keep it simple.
Is it relevant? | Ultimate Logo Guide
Understanding your target audience or consumer is an key component of creating an effective logo design. Knowing what is appropriate for your audience will dictate the font style you use, the colors, and any accompanying imagery. Trendy designs or cutting edge graphics might create an eye-catching logo. However, what if your target audience is an older crowd? Conversely, if you are targeting a young, tech savvy audience, a cutting-edge design or trendy new font might be perfect. Think about whom you are trying to attract with your logo.
It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. Car logos don’t need to show cars, computer logos don’t need to show computers. A logo derives its meaning and usefulness from the quality of that which it symbolizes.