Do you think you have a successful logo? Think again. Here are the five elements of a successful logo, because your logo is part of the important first impression you have with your clients.
Your logo, or in more designer parlance, your corporate identity system, is a key component of your company’s branding, and one of the most important elements in marketing your company. Whether you currently have a logo or you are considering redesigning your company’s brand identity, make sure it meets the following criteria:
1. Simplicity
Clean and simple logos, that still deliver the message of your company, are the most successful. Keep in mind that your logo does not need to communicate what your company does. It is tempting to put a lot of details into a logo to emphasize your company’s unique qualities, but complicated logos become unidentifiable and complex to a consumer. A simple, bold design will reach out to new clients, and keep your business in the minds of your current client base.
2. Originality
Originality is key to designing a brand identity for your company. This is a great time to think outside of the box. Some of the best logos have nothing to do with the company that they represent. Target’s bull’s-eye or Mercedes-Benz’s emblem are great examples of original and memorable logos. What do your competitor’s logos look like? Make sure you investigate shape, color and design of logos of other companies offering similar services. Being universally unique is not necessary, but making sure your brand identity is unique within that industry is critical. Avoiding brand confusion is vital in logo design; you want to avoid losing a customer to a competitor with a similar identity.
3. Memorability
The bitten Apple, the Swoosh and the Greyhound are logos that are easily recognizable and memorable. Consumers are marketed to everyday through multiple mediums, including Internet banners and ads, magazine and newspaper print ads and television. The brain is designed to filter out unimportant information, but when something is really memorable, it stamps the memory.
4. Appropriate
Ask yourself about your company and what message is being conveyed. What would your clients expect from your business? Are you trying to portray an image of trust and integrity, or fun and imagination? Power, speed and flexibility are also messages that companies can carry through their logo. Color can be a great tool that gives more information about your brand. Orange can be youthful and friendly; green suggests growth and environmental consciousness; pink is always fun and flirty.
5. Brand-ability
A logo is usually the introduction to your brand. When designing a logo, think about whether this logo will work on the side of a truck or on a billboard. It is just as important that your logo will work small-scale on a coffee mug or an envelope. Does your logo work in color and black and white? Your logo is your brand, and a good question to ask is whether your logo is going to connect with all of your customers and clients. Take into regard what customers think of your business, not just what message you are trying to send. It is also important to take into consideration whether you want your brand logo to evoke emotion or to be more utility-driven.
Designers also say that when designing a logo, budget is a big concern of companies. Recognize the importance of an identity in branding your company, and understand that the money spent on branding will pay off in the long run. You’ve heard it before, “A picture speaks a thousand words.” Make sure your logo’s design is both effective and memorable. Remember it doesn’t have to be complicated, it only needs to stay in your clients” mind long enough to keep them coming back to you. For more information on your business and your brand recognition click here.
