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What makes a good logo?

If you are the owner of a business, whether that be big, small or a one-man- band, you should care about what your logo looks like. Even if it seems of little consequence to you, your logo is what can set you apart from your competitors and can get you noticed in an already saturated market. It is also likely to be the first contact potential customers have with your business and will judge you on, whether that be on a business card, website or custom workwear. A good logo will represent your brand and stick in the minds of customers, whereas a poor design may be confusing, forgettable and could cost you business. As a customer will often form an opinion of you based on your logo (the first thing they see) so it doesn’t matter if you offer the best service or product around, if your logo is sloppy, you’ve already been judged. Today we’ll look at a few things that make up a good logo, so you can avoid looking unprofessional and get a logo design that represents and works for you.

The first and most important thing a logo should be is memorable, as no matter how well it may be designed or represent your company, if it doesn’t stay in people’s minds it is worthless. The job of a logo is to make your brand instantly and quickly recognisable to consumers across a variety of situations, a forgettable logo is as good as no logo at all. Luckily, following a few guidelines can ensure your logo is easy to recall.

Fuss-Free.

The most memorable logos are often the simplest. Think of some of the biggest brands in the world and consider how many of them have incredibly simple logo designs, these are businesses with millions to spend on branding so if busy, intricate logos really were the best way of getting a customer’s attention don’t you think we would be surrounded by these designs? More isn’t always better, so resist the urge to include everything and the kitchen sink in your logo design.

Practical.

In order for your logo to be memorable it needs to be uniform across all the mediums it is used in (print, web, workwear, signage, etc.). Altering your logo, even slightly, for each different use will only confuse customers and undermine the memorability you’ve worked hard for. If your logo won’t translate intact to all mediums go back to the drawing board. This is another reason simple designs work so well, they are easy to replicate in a variety of formats.

Accurate.

Although you don’t necessarily need to include an explanatory image of whatever your business offers, it should represent your brand in some way. This may be through use of colour (green for an outdoorsy brand), font (elegant script for a luxury brand) or even a basic image. Doing this means that not only will potential customers remember you, they will already have a basic idea of what you provide without yet knowing any other details.

Unique.

Lastly your logo should be unique. It is somewhat inevitable that your design will have some similar elements to competitors (and that’s not necessarily a bad thing –for instance green is associated with eco-conscious businesses because so many use green in their branding), just try to avoid being an outright copycat –it doesn’t do you any favours. For example, say you are company X and have designed a logo similar to well-known company Y, if a customer sees your logo they will think “that looks exactly like [company Y’s] logo” –so at best they are thinking about your rival and at worst that you’ve copied their design.

There we have it, a good logo should be simple, practical, represent your brand and, above all else, stick in the mind of whoever sees it.