Three Rules of Thumb for Choosing a Logo
I’ve been thinking a lot about logo design and use as of late. What makes a great logo? How does a new business choose a logo? What is the impact of a well-designed logo?
The following are three easy to follow rules of thumb when designing or choosing a logo for your business:
1. Simple
Browse through a few Fortune 500 logos and it will be instantly clear that in the realm of logos, less is more. A simple icon with your company’s name or initials is generally the norm. The second thing you will notice in many of these logos is that these companies tend to stick to black, white, and primary colors, with very little deviation. All colors have a meaning and those meanings may differ from culture to culture (Read Here). In order to stay in a safe and neutral area, black, white, and primary colors are best. Your logo typography (font) should be legible and not overly complicated. The need for simplicity in a logo is explained within the next two requirements.
2. Recognizable
Consumers ought to be able to recognize your logo instantly. If you see a green mermaid in a circle, you instantly think Starbucks. If you see an orange square you think Home Depot, and so on. You want your logo to be an icon your clients and potential clients remember and can easily identify. An easily identifiable logo is a part of your marketing strategy. Making your logo recognizable keeps your brand in the mind of the consumer. In order for a logo to be recognizable, it should be simple, so the brain can capture the image and link it to your brand quickly. It should also create a subliminal positive feeling. For example, yellow is a generally sunny and positive color. Circles tend to also create positive feelings as they remind us rings, eternity, the sun, and flowers.
3. Portable
Consider the purpose of your logo. It is the face of your business. People recognize one another by our eyes, smiles, hair, etc. We recognize entities by name and logo. Therefore, your logo should be in everything your business does. Your logo should be a graphic that is simple, legible, and recognizable on any medium. Your logo will be prominently displayed on your storefront sign in very large dimensions. It will go on your business cards, your website, your social media icons, etc. You may have polos embroidered with your logo, caps made up, and print your logo on cups, mugs, pens, totes, etc. Your logo should be easy to see, read, and recognize on all of these large and small mediums, that is why simplicity in a logo is a must.
You must also consider the cost. The cost of a logo does not end when you pay the graphic designer’s invoice. Consider that many printers will charge you based on the amount of colors used or the complexity of your logo. Does your logo look good in black and white? Color fliers are much more expensive than black and white ones as are color ads in magazines and newspapers. Consider a logo that will be just as eye-pleasing as well as recognizable in black and white as it is in color. Printing your logo on letterhead may also become more costly if you are constantly printing a very colorful logo.
I hope this gives you a few starting points when deciding on a logo for your business.