Logos house a great deal of information about a brand and what it stands for, all neatly tied up into one succinct visual. In this era of social media, it is likely the first point of contact between a market and the company it represents; for that reason, it needs to make a great impression.
A lot goes into logo creation. To the casual observer, it seems simple enough. But, there is more to a successful logo design than appears at first glance. A brand logo or company logo carries more than just aesthetic appeal. In essence, a logo is the visual representation of a brand. In other words, it is a symbol that identifies the brand to an audience. As an experienced graphic designer, I can say that every single detail matters when designing a logo, right down to the logo font. I may sound a little biased; however, I’m simply stating the facts.
For a lot of new business owners, a logo is perhaps low on the list of priorities. It is sometimes viewed only as being necessary for presenting their name on a business card. But, make no mistake, a company logo as part of a brand, is actually a living organism and speaks for the business to new clients, representing the business before any live person will.
In a world of media, video, visuals and text rather than face to face communication, a logo actually ranks above personal contact as a first impression. With that said, here is my short list of ‘must haves’ for any successful first impression.
A brand or company logo must be:
- Unique: It must differentiate itself amongst the competition: Just like your USP (unique selling proposition), your logo has to embody the brand persona.
- Simple: It has to send a clear message about the brand: Just like your marketing plan it needs to speak to its potential consumer/client base.
- Versatile: It needs to suit a variety of uses: Just like business, it needs to ‘live’ well in all kinds of applications: social media, web design, print, signage, one colour, 4 colour.
- Timeless: It has to age better than people: Just like any product life cycle, the logo has to live a brand life and have the potential to change slightly to reach new markets without losing its existing brand franchise and recognition.
But, don’t take my word for it, see for yourself. Let me introduce you to some of what I feel are the best logos you have already met… what are your faves!
Target
Major League Baseball
Nike