Jan 08, 2010
Five Characteristics of a Great Logo
This article is written by a designer named Kevin Burr that's been working with us for a couple months now. He has a fantastic sense for great logo design, and since branding is central to our business I asked him to write about it.
We don't advertise it, but our team provides logo/branding and print design services in a limited capacity. Touch base if you may be interested.
First Impressions are everything. In business, the first impression usually starts with a logo. Companies go to great lengths in designing their logo so that their first impression is a memorable one for you. Here is some general information that is important in crafting the right logo for your company.
1. Functionality/Versatility
- Great logos work well across many different mediums, whether it's on a business card or a billboard display
- How does it scale? Great logos maintain their integrity and quality at any size.
2. Uniqueness
Since people spend less than five seconds on average looking at a logo, it's important to stick out!
3. Works in black and white
- Work with a designer that starts the logo design process in black and white
- Color is important, but it should not be an integral component of the logo
- The logo should communicate the same message in black and white as it does in color
4. Relevance
Your logo should accurately reflect the company's personality and communicate an appropriate message. A dance club's logo wouldn't work for a financial company. A fast food restaurant's logo would not work for a children's clothing store. It's important to get to know your client's business and personality before diving in to the project.
5. Symbol or Logotype, Make it Memorable
Symbol – An identifier/mark next to or above the company name.
- More common than a logotype
- Easy to recognize
Logotype – A text-based logo with no symbol
- Most effective with a short company name
- More difficult to make unique and memorable
- Heavily relies on shape and color
I hope these tips will come in handy when it comes time to love on your company logo. Be sure to check out works of some of the greats, like Saul Bass, Ivan Chermayeff and Paul Rand and many more.
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