Some logos are imprinted in our memories forever whether it is with web design or normal print – not just because it represents an international brand, but because the logo was designed so well that any designer will stop and think: why didn’t I design that logo first? Logos are the core of a company’s brand identity and most brands try to stick to one logo for as long as possible (changing logos can be confusing for consumers if not handled correctly), placing an enormous sense of responsibility on the logo designer. Here are some of the elements that all great logos have:
Elements of a great logo
- Scalable: This logo has to fit on a billboard as well as a business card. Make sure you can shrink the logo without losing any intended meaning or effects.
- Applicable: Research the industry your company is in and make sure the logo is consistent with the market, but that the logo isn’t similar to the company’s competitors.
- Colours: Although brand identity and colours go hand-in-hand, make sure the logo is just as effective if colour isn’t used.
- Memorable: The logo needs to be easily recognised amongst consumers so that it comes to mind when thinking of the company’s products or services.
Logos may seem like a relatively small job, but it can often take quite a few designs before you’ve got a happy client.
Designing a great logo
- Ask the client for a complete brief that includes examples of what they like. You may be surprised to find out that the client had a completely different idea of what their logo should entail than the one you were mapping out in your mind.
- Sketch a few examples. Don’t start designing in Photoshop before you’ve done a few logos on paper first.
- Show the client the top five. Give the customer a few variations and options so they can choose which logo they like (this may save you some time-consuming re-design’s).