We live in the golden age of the logo. With social media a ubiquitous presence in our culture, our daily lives are bombarded by logos. Even though logos seem to be everywhere, how do you know you’re getting the most out of your logo? We’ll show you some tips and considerations to keep in mind when designing or modifying your logo that will surely boost interest and appeal and hopefully lead to a bigger ROI.
The first thing you should always keep in mind when working on your logo is simplicity. Logos are typically seen in brevity (a passing sign on a billboard or bus), are often viewed in small sizes (think of the tiny logos you scroll through on your sites like Facebook and Twitter) and are meant to grab you by their easy identification (think of walking through aisles in a grocery store). Keeping all those things in mind, why would you create a logo that’s so busy or intricate it takes more than a moment to decipher. First rule of logos, if your logo can’t be read, understood or imprinted into your mind after two seconds of viewing, it is not a good logo. While many of the best logos (elefont, GE or Coca-Cola) can have a level of intricacy about them, they’re still simple, easy to read and immediately identifiable.
To help keep it simple, follow these rules:
3 Colors, Max!: Most successful logos (with the obvious exception of the LGBT rainbow) have only 1 to 3 colors involved in their logos; many of those companies only have two colors (FedEx, Shell or CNN) but three is acceptable so long as it’s the absolute max (BMW, MLB, Starbucks). The fact that many of those tri-colored logos employ white or black as one of their colors, should tune you in to the fact that even three colors is pushing it. Even Apple has signified their logo from the rainbow colored fruit to the monochromatic one; their sales and popularity since that shift is evidence of the simple efficacy. Microsoft’s new logo is an exception but most of us aren’t Microsoft!
Pick a good typeface: Unless your logo is part of the underground metal community, obfuscating text is an absolute no-no in the world of logos. After all, how is a customer supposed to find more information about your company if they can’t read your logo? Choose clear, simple typefaces that can be read clearly from far off (think Microsoft or FedEx again), and don’t use more than two different typefaces in your design. Think of your logo as an elevator pitch on an express elevator going up one floor, that’s about the amount of time you have to pitch your idea shouldn’t it be as clear and easy as possible?
Make it work in B&W: You won’t always have the option to display your logo in color. You can make sure it still works and pops by adjusting the tone of your logo to mirror any color changes.
For some more insight into logo design check out these 30 expert tips: http://www.creativebloq.com/graphic-design/pro-guide-logo-design-21221
From here, you should have a solid set of rules for designing an effective logo that will turn heads and draw people in to your company. Just make sure your company can handle the windfall that comes with the logo!
Featured Image: Creative Commons – Attribution by DART Project
Article by Julianne Parrish
Julianne Parrish is a freelance writer that specializes in marketing and advertising. She writes for sites like Optiva LED Signs, that help companies drum up new business. In her free time she enjoys reading and spending time with her daughter.