Your logo is the first thing people will see when they are introduced to your business, it can open the door to that first interaction and can make or break first impressions of your business. With this in mind, a good logo should be engaging, stimulating and in-line with your business values.
Below, I’ve put together 4 key characteristics to consider if you want your logo to represent your brand to its full potential.
1. Simplicity
A logo should be easily recognised and above all memorable. Your logo may need to catch the attention of your target customer through a lot of different mediums, from a business card, to signage to packaging, so keep it simple and try not to overcomplicate things. A strong colour palette, a bespoke word mark or motif and keeping it minimal can often work best.
2. Memorable
Memorable logos often tend to be the most simple. Ideally, you want your logo to remain memorable enough so that a person who has only seen it once, should be able to recall it and describe it to someone else.
3. Timeless
If you follow steps to 1 and 2 you are on the right path to a logo with longevity. Over time it may need some subtle character changes or colour tweaks but the objective when you set out, should be for your customers to remember your logo many years from now. Don’t follow trends or your competition; long-term thinking is the key to differentiate you from others in your industry when it comes to your brand.
4. Clear tone of voice
A great logo should deliver a clear tone of voice for your brand. For example, your graphic designer may create a logo for a toy shop with a playful word mark in vibrant, primary colours. However, this would not be appropriate for a law firm. So, before setting out on a new logo for your business, think about its intended purpose and most importantly who your target audience is. Give your graphic designer a thorough brief so they take into consideration colours palettes, graphical elements and fonts appropriately.
Next time you assess your business brand, ask yourself, is your logo is working for you? Is it a true reflection of your business? Does it represent your product or service well? And will your prospective customers remember who you are several years from now?
