What Makes A Good Business Logo (Part 1)
If you speak to a dozen different graphic designers, you will get a dozen different answers.
BY KEITH AVIS
A One Off
Any design logo must be unique. It has to be something that cannot be confused with any other design, importantly so that it does not contravene copyright law but also it should stand apart from the field and not confuse customers with a tenuous link to another brand.
Photo By Medhat Dawoud On Unsplash
Reflects The Business
Tied with being unique a design logo should be a standard bearer for the business identity. It needs to reflect the nature of the business, don’t have a plumber based logo if you are an accounting firm, pretty obvious really. It should reflect the firms values for instance if you are an antiques firm it will be important to reflect trust, knowledge and maybe a feeling of calm assurance.
“Logos are a graphic extension of the internal realities of a company.”
― Saul Bass
A design logo needs to resonate with customers. It should show that the company has an understanding of its customer base and is playing that knowledge back through the design of its logo. If your customer base is young and trendy then it stands to reason that a cutting edge logo would work well, whereas a traditional more formal design may work better with a different set of customers. It really is a case of having the knowledge of who your customers are and what they value.
In most circumstances a logo should be designed so that it remains relevant for a considerable amount of time. This way customers can identify with the brand and make a connection with what the logo stands for. It can be a tricky act to pull off as a logo needs to be in tune with design trends at the time of its creation to be relevant, but it also needs to have a timelessness that will endure over the coming years. Of course, there are circumstances where logos are developed for short term product launches or events, which makes it easier to align very tightly to current design trends.
In considering a logo it is important that it is designed to compliment the whole range of the business operation. Setting a logo design to have an impact to promote one area of a business or a product range can create an imbalance in the marketing strategy. Of course, if the business decides that tactically it is right to focus on one area of the operation then this should be a carefully thought through decision, but we would say that this could restrict future planning and may need a logo design re-think further down the line.
We hope that this has given you food for thought. Let us know what you think in the comment box below. The second part of this blog will be released later in the week, so be on the look out!