Secrets to great logo design

Developing a new logo can be a daunting process. Whether you create it yourself, use an online resource, or hire a professional like me, a few core principles will help ensure you have a strong, effective logo that stands the test of time.

A GREAT LOGO IS SIMPLE

If I had a dollar for every logo conversation that went like this, "I really like the logos you proposed, we just want to add a few things..." And within minutes, a solid logo becomes a complete mess.

The most effective logos are simple, elegant marks that represent your business in the consumers mind - nothing more. They do not tell your company history, they do not represent everything you offer.

If worldwide leaders such as the ones above can represent themselves with a simple, stylized mark, the odds are quite good your company can too - and will be better off doing so. Remember, a great logo is not an illustration. Don't fall into that trap.

A GREAT LOGO WORKS WELL IN ONE COLOR

Look again at the logos above. Notice how most are presented in a single color. Even the Mac, Apple and MSN logos were originally developed and are often used in one-color versions.Why is this? Simplicity and reproducibility.

Think for a moment of all the potential applications for your logo: websites, packaging, signage, print collateral, apparel, the list is endless. Some applications have no restriction on color. Others are definitely limited by the medium or reproduction costs. Logos designed purely by on-screen appearance - with multiple hues and fancy effects - will inevitably run into problems later on.

A GREAT LOGO REPRODUCES WELL AT ANY SIZE

Again, the idea here is simplicity. Logos with lots of detail look fine on a website or product brochure where the size can be relatively large and details easily rendered. Now try embroidering the same logo on a polo shirt or in the corner of a customer invoice and it quickly turns to an unrecognizable blob.

When considering your logo options, look at it in one color and sized to fit in a 1/2" square area. If you can easily recognize it, your well on the way to a good solution.

ACCEPT THE FACT THAT NIKE IS A RARE CASE

"I want something really cool that everyone in the world will recognize, like the Nike swoosh."

Yes indeed, don't we all. Here's the rub: that logo has been used (and improved upon) for many years and promoted with billions of marketing dollars. If you have the wherewithal for that kind of commitment, by all means go with a completely generic symbol like Nike - and I'd really like to work with you. Most other companies will be much better off with a simple combination of a company name and a fairly representative symbol (and I'd still like to work with you. :-)

So there you have it, four key principles to help ensure your new company logo works well in every application and endures for years to come. If you'd like help with your new company logo, please drop me a line anytime.