We are often asked: What makes a good logo design? It is important that several factors be considered in answering this question. What is the purpose of this logo? What mediums will this logo be published in? What is the intended audience for the logo? What sort of image do you or your company intend to protray?
One of the most important marketing tools is an effective logo. It provides an easily recognizable identity for your business or organization. It not only communicates who you are but what you are. Therefore, every business or organization contemplating adopting a logo should know the criteria that make for an effective logo.
The first characteristic of an effective logo is that it has immediate impact. Your logo should catch the viewer’s eye and hold the viewer’s attention.
In addition to impact, a good logo must be good to look at. An effective logo should have the look and feel of “art”, if a logo is not appealing to the eye it will defeat its purpose – attracting attention and providing effective identification.
A good logo must also copy well. In any business or organization, the use of a logo becomes ubiquitous – it is ever-present on buildings, letterhead, signs, products, promotional items, etc. A good logo will be as effective on a business card as it is on a billboard – small scale and large scale uses. Remember that a good logo is versatile and will still function well in one-color or grayscale as well. This brings us to the next characteristic of an effective logo, the logo must create or evoke a positive image. “Branding” is a common marketing principle based on product identification growing out of identifying a product with a positive image and a sense of goodwill.
Another characteristic of a good logo is that it accurately represents the organization or business. If a company or organization wants to project a serious, professional image, the logo must look professional. A humorous or whimsical logo would be counterproductive to projecting professionalism.
When starting a business, always go to a professional artist for design. Yes I know your neighbor’s son is
in a design class and you want to help him . Or your cousin’s friend’s-brother’s uncle does it on the side really cheap, besides he designed a really nice birthday card for grandma last year…Even though those thoughts sound tempting, you wouldn’t use a non-professional anywhere else in starting your company.
We’ve seen many companies fail using bad designs trying to save a dollar. In my opinion that’s the last place you want to try to save a dollar, your companies image or brand. You need to have a good product, good customer service, and you HAVE to look good.