6 Elements of an Effective Logo
We’ve helped you understand what a brand is, but how do you best represent your brand? With a great logo! Your logo will be the most recognized expression of your business. People should see it and immediately connect it with who you are. Ultimately it all comes down to keeping it simple. It’s easy to get carried away trying to represent everything you do in one little icon, but a streamlined logo can ultimately be more memorable and therefore more effective.
- Stick to the basics.
Something easy to digest from a quick glance is crucial. Overcomplicated graphics can be confusing and unprofessional. A simple icon that is easy on the eyes will be seen as strong and reassuring. Your audience should be able to remember elements of your logo after only seeing it very briefly.
- Don’t go crazy with color.
We recommend using no more than 3 colors. This will serve you well for a number of reasons. If you create apparel with your logo, less color will reduce screen/embroidery costs. Your logo must also look good in black & white to ensure versatility.
- Size does matter.
Make sure that your design can be scaled for any use – billboards, tv graphics, business cards, and app icons. Consider fonts that will look good no matter the size. Script fonts are often difficult to read in smaller pieces so be sure to consider this when designing your logo.
- Be timeless.
Thank goodness Apple didn’t create a logo that included a big ol’ computer, keyboard or even a mouse. Technology has changed and your business will too. Don’t nail yourself down to anything too period specific. Your logo should be able to evolve with you without needing a drastic overhaul.
- Consistency is key.
Be sure that your logo is always represented in the way it was intended. Don’t move the icon from the left side to the right side because it looks better on the website. This muddies the waters making your brand less identifiable to your audience. Develop brand guidelines and stick to them!
- Make sense.
This seems like a “no doy” type statement, but be sure that the graphic or icon in your logo complements your business and the services or products you provide. If your company name is Razzle Dazzle Cleaning, you don’t want to use a drab colored handshake icon for your logo. It just doesn’t lend itself to what you’re selling.
In the end, K.I.S.S. – Keep it Simple… and STELLAR! While we are obviously biased, we highly recommend working with a professional when it comes to developing the most important part of your brand identity. While your brother’s best friend’s cousin might be a great graffiti artist, he may not necessarily have what it takes to design a logo. A professional graphic designer can be sure your logo is not only well designed, but legal, functional, and adaptive to any situation.