Brand design experts know there are a number of qualities that can make or break an effective logo design. At the top of that list is clarity. One of the most common mistakes I’ve seen, and you probably have too, is a logo that is difficult to interpret because it is too complex.
When it comes to brand image, the best logos are simple, clear, and memorable. Who can forget Nike, McDonalds, and Target logos?
Even the most experienced designers will tell you that it can be very challenging to create a unique and simple logo design. For that reason, novice logo designers often resort to adding unnecessary elements that muddle their design and brand message.
Before embarking on a logo design or rebranding, ask yourself the following questions:
1. What is your brand’s massage
2. What is your brand's story
3. What is your company's mission
4. What is your vision and values
This information should serve as the basis for your new logo through color, style, shape, fonts, and/or visual element(s). Remember, a great logo doesn't require an image. In fact, the right color and font style, and layout can be as or more effective on its own. For examples, just look at FedEx, Google, and Ebay.
If you plan to hire a professional logo designer, you will likely receive several design options to choose from. However, the more options you request, the more you will pay for your final logo. Once you receive your logo design options, below are some guidelines to help you evaluate and select your final logo.
Clarity: Is the message clear and concise?
Readability: Is it easy to read and remember?
Explicable: Is the design simple enough that others can describe it? (e.g. “It’s the restaurant on the right with the big yellow M out front”)
Recognizable: Is the design recognizable from the corner of your eye. This is particularly important to brands that rely on foot traffic like restaurants, gas stations, etc. After all, the purpose of a logo is instant brand recognition.
Emotional Response: Does your logo elicit the right emotional response to your brand? If you are designing a logo for a law firm, it should look quite different from a logo designed for a toy company.
Usability. Will you logo work across different media? As any brand design expert knows, a simple logo design is easier to publish across multiple platforms, including print, web, broadcasting, signs, promotional gifts, etc.
Scalable: Can your logo be easily enlarged or reduced while maintaining its readability? A complex design will lose details when reduced, causing visibility problems in a number of applications.
It is not a bad idea to get feedback from others. However that said, don't expect that everyone will like the same logo. That's why it is important to use the above to help you make your final choice.
Remember, a simple logo design does not equate to brand size or level of professionalism. Instead, a simple design indicates a keen awareness of a logo’s purpose. If you need a logo design, please drop me an email for a free design consultation.
Please like, comment below and like us on Facebook for more marketing and business tips.