What Makes A Good Business Logo

by Henny Kel Tweet - in Logo Design - 8 min read

Business Logo

Last updated on September 5th, 2018

A company logo is a visual representation of a company’s identity in a market. Potential customers can gauge a company’s business, its values and products or services it sells by looking at its logo. Therefore, most businesses want to make their business logo unique, remarkable, and engaging. All the global enterprises have memorable logos that have even become part of culture.

A logo design is the basis on which you build your brand. But can you identify a great logo? What are the qualities of a great logo? Can you tell a unique logo from a cliched logo? Know that a great logo is capable of making a company memorable.

Such a logo can precisely convey a brand message of a company to its target audience. It conveys a company’s identity as well. A unique logo is attractive but it has a purpose. It is more than an artwork.

A business logo is typically a graphic image or a symbol that has a brand name or supports it. It can be a logotype having a company name. Such logos are of Coca-Cola, IBM, Xerox, etc. Other logos can be simply graphic. Such logos are merely an image of some object. For example, Apple logo has a bitten apple only or Nike logo is a swoosh. Some logos have both the type and a graphic.

Here Are Some Things To Know About  A Good Business Logo

01. It Is Memorable

One of the major characteristics of a logo design is that it is memorable for audience. A logo should be able to catch the audience attention. The logo must also engage prospective customers. Usually, great logos are easier to remember. Some logos have only a symbol which is much easier to remember than a company name. Take for example the Apple logo. We have this image of a bitten apple in our memory. This image is more dominant than the company name. This is how a company builds its brand.

So, it should be clear that business logos become memorable designs when they have some graphic symbols. We all understand that we remember pictures more vividly than words. Mostly, symbols are instantly remembered and recognized. This means that if you fail to quickly recognize an image, chances are that you will not remember it. This is the reason that abstract imagery is usually not considered as a right option when creating a memorable logo.

logo design

Note that if a symbol used in a logo is relevant to the company’s name, the logo becomes more memorable. If a logo has a combination of name and symbol it is even a better design as it is instantly memorable. Another tip to create memorable logos is to use less-used fonts. Such typefaces make a design visually more distinct. Not only logo, but other graphic designs such as a brochure design becomes memorable by using unique typefaces.

Remember that if your graphic design is not unique, it will not draw attention of people. When we saw images that we have been seeing so often, we tend to forget them quickly.

Memorable company logos are also the ones that survive the time. These company logos become timeless as people continue to adore them for simplicity of design and conveying a business message. To create a timeless design, shedding your cultural bias in incorporating the elements of colors, etc. is important. Simple shape, recognizable colors for industry and business you represent, appropriate fonts, etc. are key to the design that lasts for many more decades to come.

02. It Has A Purpose

A good company logo has a purpose. This means that the logo captures the essence of the company and business. Such a logo reflects business values of a company. These logos carry a meaning for the customers. So, people should be able to know what the company does and how it is useful to the customers.

Purpose

03. The Logo Should Be Unique

It should be a unique design. By this we mean that the logo should not have any cliched elements. People should be able to distinguish the logo from many other logos in the market. However, it is becoming increasingly difficult to be unique. This is because there are hundreds of logos in the market. An overwhelming number of consumers are now exposed to brand packaging, promotion, and advertising.

Unique logo

Great company logos can still stand out and make a statement. Take for example the FedEx logo. It has a color coding scheme. The word ‘Ex’ has color scheme that changes as per the services. So, for the FedEx Ground, the color of Ex is green and for FedEx Express, the Ex color is orange, and so on. Another feature of this logo is a hidden arrow. There is an arrow in the space between the letters E and X. All these features make this logo stand out and unique. In fact, unique design should be a feature of all graphic designs such as a business card design.

04. It Should Be A Simple Logo

One of the chief signs of a great logo is that it is a simple design. At the same time, there is something unique and compelling about it. Usually, all the global companies logos are simple design without any complexities involved. It should be a clean, strong, and streamlined but engaging design.

Simplicity of the company logos is not accidental but has a purpose. The aim behind keeping the elements down to minimum is to ensure that the viewers can recognize the logo. For a brand to compete in the market it is extremely crucial that its logo is memorable. Success of company logos is in how quickly and automatically the customers can associate or recognize a business with it.

Simple Logo

The moment you see a yellow arch shape forming the letter M, you know it stands for the fast food restaurant of McDonald. Just as you see the apple with a missing bite, you know it represents the Smartphone and computer manufacturer giant.Make sure that all of your graphic design products, even your social media page should be a simple design that can engage the audience.

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05. Make It Versatile

Often, logos are printed on a surface that is colorless. For example, a logo appearing in a newspaper ad will be in black and white. A logo will also appear colorless in most of the photocopies, faxed documents, stationeries, etc. An ideal logo is the one that does not lose its impact even in its colorless version. This means that your advertisement design that you want to publish in a newspaper should be able to remarkably carry your logo in black and white.

A logo should be applicable to everything. There are many media choices available today. So, a company can choose to put a logo on print advertising, television advertising, direct mail, email, printed communications, websites, Facebook pages, and so on. You may also like to put your logo on trucks, coffee mugs, uniforms, signs, and many other such things. Therefore, your company logo design must apply on practically everything.

advertisement design

These are some of the crucial tips to be considered when creating a logo design. Make sure that you follow these concerns and take your logo as a branding tool.

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Conclusion

A company logo must be a simple but unique design that can easily convey a brand message to target audience. It should be a memorable logo that people can recognize so that they associate it with the company’s business values. But such a logo should also be scalable and versatile. It must look great in its colorless version.

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I am a graphic, web designer and blogger with over 6 years experience. I am very passionate about anything related to design and spends copious amounts of time hidden behind a book or a screen and reading about design. Twitter | Google +

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