5 Features of a Great Logo

By March 16, 2017General

If you have a new product, website or company, you may be in the market for a brand new logo. It will be the first thing your client or customer associates with the company, and the common element tying your brand together. Therefore, logos are very important! Take a look at this guide on 5 features that every great logo has and get some inspiration for your next project!

 

A great logo is:

1. Simple: Simplicity is key. You want a simple logo that is immediately recognizable, with a clean font and legible colors. Overly cluttered or busy logos are hard to read, so the more you can streamline your design, the better.

2. Appropriate:  A good logo for one company may be a terrible logo for another. A company should pay attention to their industry and audience before making key design choices.

For example Saje, a company that produces natural wellness products, uses a rounded, old-sanskrit looking font and a wood-texture background for their products. This is appropriate to their industry and will attract an audience that is familiar with this aesthetic.

 

Car and tech design company Tesla, however, uses a minimalist, sharper, more angular font that is more appropriate for their target customer base. It would be unusual to see Saje’s logo on a vehicle, correct? And vice versa.


3. Memorable:
You want your logo to stand out. This means that the logo is distinctly different from others in its category, but relevant. You can’t stand out of the crowd if your logo is super trendy and overdone (think how many agencies and hip coffee places have similar branding), take a risk but stay relevant!  The only real way to gauge memorability is through testing, but you should consider memorability in your design and think how you can bring what makes your brand unique into your logo. Think about incorporating a mascot, icon imagery, or tagline that makes your brand unique and that will directly speak to your audience.

4. Versatile: A logo has many, many applications and uses. Therefore, you want a logo that will easily work in every situation. Make sure your logo works in black and white as well as in color, and that it can be set on any backdrop. Busier logos, or logos with very thin fonts may not work against certain backdrops. For example, if you design a logo with a tagline, make sure you have a tagline-free version to superimpose on busy backgrounds. This is important as you may want to place your logo on a picture or patterned design for advertising, packaging, or merchandise. Lastly, make sure your logo is fully scalable, and can be both blown up to billboard size and also be made into a favicon.

Here are different uses and versions of the Make48 logo:

 

 

5. Well Designed: This seems like a given, and in some ways it is! However, many logos with other qualities fail because they fail to consider specific design elements in depth. A good logo designer will pay attention to font, color, symmetry, proportions and negative space. Make sure you are choosing fonts that are legible, thick enough to stand out against a background without seeming like plain text, and attractive. Color is extremely important. Consider learning about the emotions we connect to different colors and think about how these compare to your company’s goals. Make sure you choose a color scheme that is harmonious and will work well with other colors it will inevitably need to be combined with. Consider whether or not your design is symmetrical, (it can be asymmetrical, but the choice should be clearly intentional, a slightly asymmetrical logo will just look like a mistake) well proportioned, and well balances in negative space. If a mascot, icon or tagline accompanies the logo, it’s design and relevance is also hugely important.

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