Elements of a Great Logo

What is a logo and why do you need one?

The dictionary defines a logo as a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc. and technically, you do not have to have one. BUT, if you want to maintain a brand in all forms of online and print marketing and want to look professional to your customers, you definitely need one.

People, potential clients, and consumers see thousands of images a day, maybe more. You want your audience to remember your logo out of all of these images. It might be the first item your audience sees. A bad logo could potentially cost you your business if it is not seen as professional.

Here are a few elements to keep in mind when it comes to great logo design.

Don’t Put the Cart Before the Horse (Who’s Your Target Audience?)

The first thing you want to do before you decide what you want your logo to look like should always be to figure out who your target audience is. Who’s your ideal customer or client? You’ll also need to figure out your brand, what is it that you want your audience to know about you? Creativeness, stability, or your service to your customers? Whatever this may be, you might want to consider that being part of your logo.

The K.I.S.S. Theory

What is the K.I.S.S. Theory? KEEP IT SIMPLE STUPID. This was drilled into me and will always be a part of how I think in terms of design. The simpler the design, the easier it is for your target audience to understand. Don’t overthink it and don’t make it complicated. There’s a reason why large corporations have simple designs.

Timeless and Memorable

A logo design should weather the years and be memorable. There’s nothing worse than changing your logo/brand every year. This makes it hard for your audience to remember you. A good rule of thumb is to update your logo every 5 years if need be, but it should only be done if your logo doesn’t represent your brand any longer, or if you have evolved and your logo is stuck in the ’70s. The logo should also be memorable to your audience. It should stand out and be easy for them to recall.

Versatility

The logo you chose should be versatile in every aspect of your brand. You want it to be easily readable on all of your branding materials. Will the logo look good on a giant roadside billboard? Can it be read? Does it stand out? Does it look good on printed materials as well as digital ones? Will it work in color and in black and white? If not, you’ll want to scrap it and start again.

Appropriate

Is my logo appropriate for my brand? Your answer should be 100%. This should be tied into figuring out who your target audience is. You wouldn’t want your market to be sports bars and use a font or any other element marketed for children. Just because you like a certain color/swoopy design does not mean your audience will and tying certain elements from your brand into your logo will always be a good idea.

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Post Author: Randi Sparkman