The Do’s and Don’ts in Creating a Logo

What makes a good logo? A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

An effective logo should be:

·         Simple

·         Memorable

·         Timeless

·         Versatile

·         Appropriate

Simple

A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.

It’s the K.I.S.S. Principle of design - Keep It Simple, Stupid. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client. A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing and promotion. Just like a simple graphic swoosh – not a very recognizable international brand. 

Memorable

Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.

Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role. This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable. Ultimately, logos need to be distinctive, memorable, and clear.

Timeless

An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?

Leave trends to the fashion industry – Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.

Think Google.  Coca-Cola.  McDonald’s.  American Red Cross.  All timeless and memorable.

Versatile

An effective logo should be able to work across a variety of mediums and applications. The logo should be functional and should be able to work both in horizontal and vertical formats.

Ask yourself; is a logo still effective if:

• Printed in one color?
• Printed on the something the size of a postage stamp?
• Printed on something as large as a billboard?
• Printed in reverse (ie. light logo on dark background)

One must also remember printing costs – the more colors used, the more expensive it will be for the business over the long term.

Design the logo in black and white first, to ensure that the logo will look good in its simplest form. Color is very subjective and emotional. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements.

Appropriate

How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & color scheme. This would not be so appropriate for a law firm.

It is also important to state that a logo doesn’t need to show what a business sells or offers as a service. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification.

Common Mistakes

Unfortunately, many companies make serious mistakes when they design their logos. These are good businesses with bright futures, but they often end up with logos that are less than ideal, or even poorly designed. And getting customers to notice or remember a bad logo is a very difficult thing to do.

When you set out to create your new logo, be sure to avoid these critical mistakes:

Critical Mistake #1: Drawing Your Logo Yourself

Many bad logos happen because a business owner tries to do it all themselves. They need something fast, so they create it themselves or ask a friend to do it. And while they plan on doing it the right way eventually, they seldom get the chance.

An unprofessional logo can destroy trust among potential customers and keep customers from buying your products. And it takes very deep pockets for a business to survive a lack of customers.

Critical Mistake #2: Forgetting About Your Customer

Many business owners choose a logo based on their tastes. They select colors, icons and fonts that appeal to them. The problem is, they are often not their ideal customers. Before designing your logo, find out as much as you can about your customers. Are they men or women? Single or married? Young or old? Are they looking for a trustworthy image, or something more playful? The more you know about your customer’s likes and dislikes, the more easily you can develop an image that will appeal to them.

Critical Mistake #3: Looking Too Much Like Your Competitors

This is an easy mistake to make. After all, your competitors are successful, so why not do what they do? When your competitors zig, you should zag.

Don’t mimic your competition. Choose colors, shapes, icons and fonts that set your business apart. By contrasting your logo and brand image to your competition, you’ll help customers easily identify your business and products. When your logo resembles everyone else’s, you’ll lose customers who confuse your product with the competition.

Your logo is a major component of your brand!  If you need help developing a logo, a branding or marketing plan, contact SK Consulting at www.stonekingconsulting.com.  We’re happy to help!