When we speak with our customers about marketing we often use the analogy of building a house. Any good house construction begins with a solid foundation. A company’s logo is the foundation upon which all the visual materials are built.
A good logo will stand the test of time and work across all kinds of media. It will look as good on a business card as it does on a billboard. A bad logo can look like nothing more than a smudge on a business card or, even worse, when blown up to billboard size can give off the wrong meaning — as shown below!
The logo should provide an easily recognizable identity for the business. It not only communicates who you are but what you are. You need a brand that will help to carry out the marketing mission for the company going forward. When creating a logo we try to keep these principals in mind.
1. The first characteristic of an effective logo is that it has an immediate impact. The logo should catch the viewer’s eye and hold their attention.
2. In addition to impact, a logo must be visually pleasing. An effective logo should have the look and feel of “art.” If a logo is not appealing to the eye, it will defeat its purpose: attracting attention and providing effective identification.
3. A good logo must also copy well. In any business or organization, the use of a logo becomes ubiquitous. It is ever-present on letterhead, signs, products, promotional items, etc. A good logo will be as effective on a business card as it is on a billboard, both small-scale and large-scale uses.
4. The logo must create or evoke a positive image. “Branding” is a common marketing principle based on product identification growing out of identifying a product with a positive image and a sense of goodwill.
5. Another characteristic of a good logo is that it accurately represents the organization or business. If a company or organization wants to project a serious, professional image, the logo must look professional.
6. The best logos are the most memorable logos.
7. A logo identifies a business or organization so it would be counterproductive to change it because it did not wear well over time. We need to make sure the logo will be “timeless.”
If you follow these simple rules and combine them good solid color combinations you can create a strong logo that will stand the test of time.