Your Logo Matters
What makes a good logo?
Your logo. It’s the first and last piece of information people see. It’s your identity. As such it’s important to consider how it appears in various contexts.
It may only take a small part of your name, or use a symbol to represent you, but many times it singularly carries your business identity. It may be cropped tight, made very small or span a huge amount of real estate. Regardless of how it’s used, it needs to be instantly recognizable, so people will see it and say “That’s brand X, I love their product.”
Here are some things to consider to maximize the impact of your logo:
- The “infinity test” – how small or large can it become and still remain indefinable?
- How long will it take for a logo to be a solid form of a company’s branding?
- How long will it sustain character and relevance while existing in a world of constant motion?
Quickly think about memorable logos. What do they all have in common? Each of them embraces simplicity and contains a symbolic element. Each has been blown up, reduced and cropped tight, bled off, embellished with chrome, light, depth, set to motion and is flexible enough to sustain its identity. Each provokes an emotion that sells their wares or services specifically. Each has transformed its special icon to suit the trend and fashion of the decade within which it currently resides.
A good logo will have staying power, and though it may change and evolve over time, it will still be instantly recognizable. It can be partially covered or glimpsed for just a split second and still be recognizable, immediately conjuring the brand’s name.
That’s not to say there aren’t bad logos for good brands. There are plenty of logos that are undeveloped, surviving purely on the success of the commodity being sold. Usually the problem is that it tries too hard and has too much going on with multiple, overlapping messaging.
But all is not lost if you have a busy, less-than-sexy logo and name; you can dig down deep and find an interesting element in your name or product line, and tweak it just enough to remain contemporary.
Whatever you do, remember your logo is the outward manifestation of your brand. Make it a strong one. If you are considering on rebranding, ask yourself, “How will this look on a hat? Would I want to wear my logo on a t-shirt?” Or, if your logo isn’t going anywhere and you need to make it work, enlist the help of a creative resource to identify on-brand ways to showcase who your company really is so that people will proudly display your brand on their hats, t-shirts and more.