In the simplest of definitions, a logo is your brand identifier. From the usage of type design, a graphic mark or the combination of both, this can be achieved.

Playing a fundamental role in the overall output of your brand identity, every element of your logo is important. Your font choice, colour and graphic mark must communicate effectively and efficiently your brand ideals.

Your logo is how people come to recognize your product or services and it is important to present it appropriately. If your logo is presented poorly, then your brand will ultimately be perceived in the same light.

Investment in your logo design can never be overemphasized. Your logo is the central element of your branding and therefore an indispensable part of your brand’s communication. Without a good logo, a brand’s message cannot be effectively communicated.

So, the question now is what makes for a good logo?

When investing in logo design, here are some criteria that must be attained:

1. Simplicity

The most effective logos tend to be simple. They are usually clean, not too busy and are not confusing. Take for instance the Nike logo, just a simple check-mark but it conveys strength, agility and energy. Another example we can look at is the FedEx logo, a straight forward type design yet embedded between the letter E and x is an arrow which conveys their promptness in delivery

2. Memorability

A good logo is one that can be easily recognised and remembered. If your logo needs its viewers to take a minute or two before they comprehend what it stands for, then that is a clear example of a bad logo. Over time major brands like Starbucks have updated their logos to ensure they stay fresh and are easily recognizable and most of all that they resonate with their target audience.

3. Timelessness

When creating or revamping your company’s logo, it is of paramount importance to note that trends will come and go but a brand can last a lifetime. So, your logo must stay true to the ideals of your mission & vision and not trends of the time of design. Your brand goals influence your strategy and keep the brand value, even with a change in market trends and that is why your logo should always embody your values.

4. Versatility

Your logo must work across various media, from print to screen. It must be effective in different contexts. The appearance of a logo on a display (e.g. signage) should not be more appealing than its appearance on a mobile application or in print.

5. Appropriateness

Some questions to answer in this phase are: Who is my target audience? What resonates with them? When you understand your intended audience then you can communicate your brand effectively to them through your identifier (in this case, your logo). A brand with services around the Fashion Industry will look different from one in the Oil & Gas Industry.

Now that I’ve shared a few criteria that define a great and effective logo it’s time to examine your brand logo and see if it meets these criteria.

If you’re not sure, just leave me a comment and the team and I will be super excited to help you walk through the stages of getting it right.

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