What Makes An Effective Company Logo?

Elements to aid in achieving an effective logo should be considered, such as to be unique, appropriate, practical, graphic, simple in form and conveys the intended message of the business. For graphic designers and creatives, or even managers there are principles to consider when designing an effective logo — always try to think of ideas which are simple, memorable, timeless, versatile and appropriate. 

How these principles play an important role in designing an effective company logo are explained as follows:

• Simple: A simple logo design is effective because it generates easy recognition and at the same time allows for the logo to be versatile and memorable to potential consumers and clients. Strong logos are those which feature something unique and which is not overdrawn. The K.I.S.S. Principle of design, which translates to: Keep It Simple, Stupid states that designs should be kept simple to help readers understand the message or tone of voice. Simple logos are easily recognized, memorable and are effective in conveying the requirements of the client.

• Memorable: Principle of simplicity is followed by the principle of memorability. It means a logo can be memorable only if it is simple and appropriate. So while brainstorming ideas or designing your logo, keep it clear in mind that it should be different, simple, memorable and clear. A logo is for immediate identification and should not be overdrawn or over the top. The idea is to leave a long lasting impression on the consumers’ minds so that when they see your logo, they immediately recall those very thoughts, feelings and emotions that they have experienced (or want to experience) with your brand, product or service.
  

• Timeless: An effective company logo should also be timeless — one that will always look new and fresh for a comparatively longer period of time. Stop and think for a few minutes — will your logo still be effective in 10, 20, 50 years? Or is it perhaps time for a re-brand? Where your brand identity is concerned, longevity is the key — your brand should stand out from the crowd and be relative to the values and messages of your business, in today’s society.
  

• Versatile: An effective logo is the one which is able to work across a variety of mediums and applications. A logo should always be designed in vector format,  to ensure that it can be scaled to any size required. The logo should be able to work and be created for both horizontal and vertical formats. For designing a versatile logo, begin to design in black and white, this allows to focus on concept and shape — the main elements without being distracted by colour palettes (such as the Pantone colour system used by graphic designers) and patterns etc. This ensures that the logo will look good even in its simplest form.
  

• Appropriate: A logo is purely for identification, recognition and what people tend to forget is that a logo does not have to clearly state what the business sells or offers as a service. Among the top 50 brands of the world, 94% of the logos do not describe or show symbols of what the company does/sells. It is important to understand that, only by association with a product, a service, a business, or a corporation that a logo takes on its real meaning. A logo derives its meaning and usefulness from the quality of which it symbolizes. For a logo to be effective, it is important that it is appropriate.

I hope that after reading this, you have a greater understanding of the important elements to consider when creating your logo, brand and identity for your business. Please do not hesitate to contact the Creative Director, Jamie to have a chat about the direction and plans of where your brand or re-brand development is heading.