What is Logo?
First things first. OK, so what is logo? As per BusinessDirectory.com, definition logo is: ‘Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. It is affixed, included, or printed on all advertising, buildings, communications, literature, products, stationery, and vehicles. Not to be confused with a brand, which identifies a product or family of products. Also called logotype.’
What makes a good
logo?
The main five characteristics of great logo are:
1: MAKE IT UNIQUE
 |
| McDonald's logo |
Your logo should be
designed in the way to stand out from the crowd, be easily recognized from the
others in the same market space. It does not always need to say what a company
does. Let’s take Ferrari – it’s logo isn’t a car. Apple isn’t a computer or
smartphone.
2: MAKE IT ADAPTABLE
 |
| Can you imagine this scaled up to the size of a wall? |
Coming back to the main focus, your logo
should reproduce well on a small scale as well as a large scale. If it doesn’t,
this may leads to problems with brand’s value and clarity. Important tip: it
should also look well in black & white (e.g.: fax machine).
 |
| Apple logo |
Strong logo should evoke
the same meaning whether it’s placed on a business card, leaflet, website or billboard.
Simple design allows for size flexibility. (This reminds me of my previous work
space canteen…They’re refurbishing it and put the wallpaper on quite a large
wall. Management were so excited about choosing the perfect ‘picture’, yet the
end results was very disappointing (rather funny for most). They choose coffee
beans as a theme… Can you imagine the photo below scaled up to the size of the
wall? I do not need to say how it looked like, do I? ;-))
3: MAKE IT APPROPRIATE
A logo
needs to accurately reflect company’s culture, values and communicate with the
targeted audience. Logo should reveal the essence. It must be relevant for its
intended audience. Design for the kid’s TV show (fun) will be much different
from the accountant’s (more serious) one. This is where market research is critical and before starting any marketing campaign, you should have a marketing plan.
Apart from the symbols used, colours play a major role in logo design. Different
logos are associated with different meanings in different cultures. Example:
white in Europe and USA means innocence, good, cleanliness etc. but on the
other hand In China, Korea and some other Asian countries white is the colour
of mourning and funerals. This emphasise the importance of thinking about
colours as a reflection of your brand values and the services or products you
sell.
4: MAKE IT TIMELESS
 |
| London Underground logo |
So what
makes Logo timeless? Neutrality. Clean lines, symmetry, modernist structure are
the timeless quality. ‘Leave trends to
the fashion industry’- Dave Airey. When it comes to logo, your brand
identity you do not want it to be fashionable as it comes and go, you want it
to ‘survive’ years to come. You want it to be as effective in 10, 20 50 years
as it is today.
5: MAKE IT SIMPLE AND MEMORABLE
 |
| Nike Logo |
Simplicity
makes a logo design easily recognizable, versatile and memorable. The whole
point is about designing a logo which is unique without being overdrawn.
Keeping logo simple makes it memorable.Innovative and original Logo designed to fit
your business/website profile taking into consideration it's character and
values
