Nike. Amazon. Google. Apple. McDonald’s. Admit it: the logos of those five companies popped into your head. Designing a memorable logo is a vital part of the branding process. But what are the elements that go into creating the iconic Swoosh or the Golden Arches? Paperkite graphic designer Morgan Behnke offers the following advice: “Simplicity, balance, timelessness, adaptability, and brand consistency.”
Simplicity
With all of the visual information we consume in a single day, a logo needs to be easily recalled amidst the clutter. Keeping the image simple and clean enables customers encountering your brand for the first time to retain the image of your logo and seek you out when needed.
Balance
Find the sweet spot between style and substance. The best logos are the perfect blend of eye-catching visual and on-point messaging. A overly-designed, busy logo that doesn’t relate back to your brand is of no use as you enter a saturated marketplace.
Timelessness
You want your logo to stand out among your competitors. Chasing the current trends in graphic design could leave you with an image that will quickly be outdated. Sure, you may refresh your logo every few years, but you don’t want to constantly overhaul its look. Whether its a logomark, logotype, or a combination of both, be sure that it’s an enduring style that in a decade will be thought of as an established brand, not stuck in the past.
Adaptability
With the abundance of channels to promote your business, you’ll need to make sure that your logo is adaptable to print and social media. Keep in mind how the image will look in both black and white and color, as well as the various social platforms, like Instagram and Facebook.
Brand Consistency
A new logo is a great opportunity to refresh your brand and draw in new customers. While the desire to shake things up might be strong, straying too far from your company’s messaging could confuse potential clients and alienate existing ones. Check out how your competitors represent themselves. Is there a commonality in their logos? Separate yourself from the pack with a design that’s true to your brand, but stands out from the competition.
