2. Memorable
Following closely behind simplicity, is memorability. An effective logo should be memorable and this is achieved by having a simple, yet, appropriate logo. Surprisingly, the subject matter of a logo is relatively unimportant, and even the content doesn't always play a significant role. I don't mean to imply that appropriateness is not important. I just mean that the relationship between a symbol and what it symbolizes is often hard to achieve. Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.
3. Timeless
An effective logo should be timeless. The design should stand the test of time. Ask yourself, will my logo still be effective in 10, 20, 50 years? Be careful not to be overly trendy. Trends come and go, and where your brand identity is concerned, longevity is key. One of the best examples of a timeless logo is the Coca-Cola logo, which hasn’t changed since 1900.
4. Versatile
An effective logo should be able to work across a variety of mediums and applications. For this reason a logo should be designed in vector format to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.
Ask yourself if your logo is still effective if:
- Printed in one color?
- Printed on something the size of a postage stamp?
- Printed on something as large as a billboard?
- Printed in reverse (ie. light logo on dark background)
One way around creating a versatile logo is to begin designing in black and white only. This allows the focus to be placed on the concept and shape, rather than the subjective nature of color. One must also consider printing costs - the more colors used, the more expensive it will be to reproduce printed materials. The designer also needs to be aware of the commercial printing process so as not to create printing problems further down the road. He must know the difference between the CMYK, Pantone and RGB color systems.
5. Appropriate
How you position the logo should be appropriate for its intended purpose. For example, if you are designing a logo for a children’s toy store, it would be appropriate to use a childish font & color scheme. This would not be very appropriate for a law firm.
It is also important to understand that a logo doesn’t need to show what a business sells or offers as a service; ie, car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification. Out of the top 50 brands of the world - 94% of the logos do not describe what the company does.
I cannot stress enough the importance of having a logo that stands out and truly represents your company. Many times it is the first and last thing a prospect might see from your company, and you need to make a good impression. Strategem Group can design a logo from the ground up or tweak your existing logo to give you the advantage you need. Feel free to take a look at our portfolio to see a sample of some of our logo designs.
