Your logo is a visual representation of the values that your company stands for. Think of McDonald’s golden arches or the Nike swoosh-these two impressive logos embody these companies well. But many companies still skimp on developing this key identity piece. Ideally, your company logo enhances potential customers crucial first impression of your business. A good logo can build loyalty between your business and your customers, establish a brand identity, and provide the professional look of an established enterprise.

An effective logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. In its simplest form, a logo is there to identify, but to do this effectively it must follow the basic principles of logo design:

  • A logo must be simple. A simple logo allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overly complicated.
  • A logo must be memorable. Following closely behind the principle of simplicity is that of being memorable. An effective logo should be memorable and is achieved by creating simple and appropriate logo.
  • A logo must be enduring. An effective logo should endure the test of time. The logo should be ‘future proof’, meaning that it should still be effective in 20 or more years time.
  • A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications.
  • A logo must be appropriate. How you position the logo should be appropriate for its intended purpose.

One of the most important considerations for logo design is the color palette. This is not a superficial decision, color carries meanings and communicates ideas. However, a good logo is versatile and will still function well in gray-scale.

Simple but powerful logos permeate the business world and always prove to be the best icons for standing the test of time. Decide what you want to communicate about your company. Does it have a distinct personality – such as serious, or lighthearted? What makes it unique in relation to your competition? What’s the nature of your current target audience? These elements should play an important role in the overall design or redesign.

See Branding for more information about developing your brand and logo development.