Like all things designed, logos can be subjective. We all like what we like, right? However, as the visual representation of your brand, your logo design should follow a few simple guidelines.
Be memorable.
The biggest sin in marketing is being forgettable. By thoughtfully choosing your imagery, colors, and font, you can make your brand stand out from the competition and spark an emotional connection with your audience.
Be relevant to your product, service, or mission.
If you’re a technology company, a manual butter churn probably isn’t the best image for your logo. However, you should also avoid being cliché. Law firms should steer clear of scales. Medical practices, Caducei. And for Pete’s sake, can we please ban swooshes for all industries already?
Use a font that reflects your corporate image.
Typography matters. San serif fonts are best for brands that want to appear modern or high-tech. Serif fonts convey tradition and trust. Comic Sans expresses inevitable bankruptcy.
Be effective in all media.
That M.C. Escher-inspired (Google it) logo may look great on a billboard, but it will be unintelligible ink blot on a business card. Keep it simple and scalable.
Be versatile.
Your logo won’t always have the luxury of appearing in full color as designed. Make sure it works in grayscale, solid black, and solid white. It’s also wise to have a horizontal logo and a staked logo so you can make the most of the space you are given.
Be part of an overall branding strategy.
Don’t expect your logo, no matter how well designed, to do all the heavy lifting.
- Your logo doesn’t increase your visibility. Your marketing does.
- Your logo doesn’t increase sales. Your people and your messaging do.
- A logo doesn’t build loyalty. Your product quality and customer service do.
- A logo doesn’t build a strong corporate culture. Leadership does.
Are you ready for a new or updated logo?
Has your business shifted its focus? Are you targeting new markets who do not connect with your old logo? Is your logo design outdated? Do you want to appeal to a new audience altogether? These are only a few reasons for updating or redesigning your logo.
We invite you to view our portfolio of corporate logo designs and then contact us…unless you are dead set on incorporating a swoosh, butter churn or comic sans.