We can all think of a great logo. The ones that come immediately to mind are most likely the classic worldwide brands like Nike, Coca-Cola, Apple, McDonald’s, Amazon… I could go on. So what do they all have in common? What is it that makes them great? What qualities are required to create a globally recognized icon?
Simplicity is key. If you’ve ever looked at an example of how a logo has evolved over the years, you’ll see that often what happens is that in each stage it gets simpler and simpler. Often, the extra lines and decorative ornaments are taken away, and in some cases, even the words are removed until you’re left with only an icon. Google’s “G” and the McDonald’s golden arches are great examples of this.
Something that most graphic design students are taught is that a great logo can be drawn in the sand. That’s something to think about!
A great logo is unique and distinctive. None of us want our brand mistaken for another; that could really harm your business! So how can we avoid this?
It’s important to do your homework. Who is providing similar services or products? More importantly, who is your direct competition? Think about the shapes, fonts, and colours they use and try to do something completely different.
Create a logo that people will remember. When someone sees your logo, you want them to associate it with good things and have them remember your logo when they see it again. This is why companies will place their logo in multiple places so that your experience with their brand will always be associated with the logo they’ve invested in.
The visual side of your brand needs to be relevant to the brand that it’s representing. Make sure it’s not leading people astray with imagery that has no connection to what you’re selling. Your images, messaging, colour, and font choices should work together with your logo cohesively.
The way technology has developed has changed the way we use logos. Your visual brand should be able to work on something as large as a billboard, down to a little icon on a mobile phone.
Last, but certainly not least, your logo must be supported. All of the great logos we mentioned would be nothing but meaningless icons if it weren’t for the work put behind them. We support our visual brand by showing it along with beautiful imagery and inspiring ideas. What’s most important is the way your logo is supported by the experience you provide for your customers. If your brand is doing the hard work, a good logo can become a great one.