A brand is built by many elements, but one of the most important and meaningful is undoubtedly the logo. How can you be sure your business has a good logo? Follow this list and find out!
1. It provides some information (and hopefully the one you want to transmit!):
Although you shouldn’t judge a book by its cover, it can give you an idea of what the book is about. Your logo should provide some information to whoever sees it: what product or service you offer, whether you’re a serious or fun company, etc. Is your current logo saying what you want it to say?
2. It’s simple:
An image is worth a thousand words; a good image is worth millions. You don’t want a hieroglyphic for your company’s logo. The easiest it is for your audience to understand its meaning, the better. Check out what happens when you try people to draw a logo from memory…
3. It’s memorable and unique:
You can make something memorable by investing millions in advertising, but if your budget is tight, start with a good icon, strong image or powerful font. These can leave a lasting impression and give you a platform you can later build on.
4. It evolves:
Adapt or die. Despite what many manuals say, personally I believe a logo is not timeless. Even Coca Cola’s, the most remarkable of all logos, has evolved at some point. That doesn’t mean you should change it every year, and of course every new version should keep the essence of the previous version while you adapt it to the new trends.
5. It’s versatile:
There are many channels where your logo should appear in all its glory. Screen and print sizes, backgrounds, materials… the context can make your logo look awful, so beware of that. Check this post about responsive logos.