Your logo is the second step in your marketing program (the first is your company name). It’s important to remember that both of these should be based on strategy – who is your target, and what matters most to them?
Once you have a brand strategy in place, here are what we believe to be the basic principles of effective logo design:
Logo recognition needs to be instant. If you have an embellished or complicated design, that’s simply not going to happen. Like almost all great design, it’s often a matter of removing what doesn’t belong until you get to the essence of the idea.
2) SINGLE CONCEPT.
This goes back to strategy. What does your brand stand for? This is much more important than what your products do.
If at all possible, you really want to have the best logo design in your category. Why wouldn’t you? So don’t be cheap when it comes to the design – it’s the future of your company. Compare your new logo to those of your competitors and be sure you are as good or better. If not, go back to the drawing board.
4) WORKS IN ALL FORMATS – INCLUDING VERY SMALL.
With the ever-expanding world of mobile marketing, your logo needs to be recognizable in a very limited amount of space. The standard used to be – does it work well the size of a postage stamp? Today that measurement is – does it work well when it’s the size of an icon on the home screen of your cellphone? Also, does it work in black and white?
Nothing about your logo should be trendy or connected to the style of the time. The best logo designs are iconic – Ford, Marlboro, Mercedes, Kraft, Levi’s. Apple’s logo has been updated repeatedly, but only to make it more simple each time. Start with the simple version.