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 icon is the foundation upon which all the brand materials are built.
A good icon 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 imagery and lettering 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.
Principles of a Strong Logo
- Impact. The first characteristic of an effective logo is that it has an immediate impact. The image should catch the viewer’s eye and hold their attention.
- Aesthetic. In addition to impact, create something visually pleasing. An effective logo should have the look and feel of “art.” If it’s not appealing to the eye, it will defeat its purpose: attracting attention and providing effective identification.
- All-purpose. 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. Your image should be as effective on a business card and social media as it is on a billboard — for both small-scale and large-scale uses.
- Positive. 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.
- Representative. 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, create something professional looking. But more than that, does yours demonstrate something about your brand?
- Classic. Logo trends come and go. Choosing a logo that fits the current trend means you’ll be needing a new logo in a few years. Select a simple, timeless design so that you’ll look just as good in 20 years.
- Readable. Fun fonts are just fine — as long as you can read them. Some scripts or other custom fonts make it hard for the viewer to understand the company name or letters.
If you follow these simple rules and combine them with solid color combinations, you can create a strong logo that will stand the test of time.