Your business brand is the face of your company. Having designed over 1500 logos for small businesses since 2006 and we know what makes good logo, read the report below to find out our 4 fundamental elements. Logos help present your company in the light you want and will talk to your target market. We know the art and science of creating the perfect logo for you. For more information on our logo design services please click here.
4 Fundamentals of a Good Logo
The best logos simply and effectively convey an emotion or idea without trying to say too much at once. Flat shapes, bold lines and clear type are hallmarks of simple logos that never run the risk of appearing busy or worse, confusing.
Occasionally, innocent enthusiasm leads business owners to want an elaborate logo in an attempt to convey as much meaning as possible. Not only is this unnecessary, in many cases it’s a distraction. Your logo shouldn’t be a puzzle or poem, it should be an elegant icon to symbolise your organisation’s personality and values.
Whatever size your logo is now, it might one day be as big as a billboard or as small as a postage stamp. Icons and fonts should be balanced and readable at any size and in a variety of contexts. Will your logo still be clear and effective if it appears in a single colour or on a black background instead of a white? The best logo designers consider these factors and plan ahead. A professional designer will also supply you with a style guide which provides best way for using your logo on different pieces of content across various channels.
An effective logo centres around a single attribute that is revevant to your prospects and your industry. Does it emphasise power, agility, connectivity or innovation? The message should be relevant and resonant to your audience. A childcare centre would likely choose a logo that is colourful and fun, while a law firm should consider a traditional logo with a confident colour scheme. This may seem obvious, but it’s worth emphasising because it is critical to your brand image.
Relevant also means your logo should be aligned to your business objectives, rather than your personal taste. Avoid unnecessary elements that may be visually pleasing but don’t support your message.
Ultimately a great logo is a piece of art. Like all great art, it can instantly evoke feelings of joy, gratitude, anticipation or calm. It combines colour, font, layout, and graphic elements into a visual that can communicate in a single glance the passion and integrity behind your business. It takes real artistic talent to arrange these elements for maximum impact and influence. In our experience this is where logo design most often fails.
The aesthetic elements of logo design can be broken into four distinct categories. By evaluating a logo through each of these viewpoints it becomes easier to move the design of a logo into its ideal finished product.
Some very effective logos are little more than a business name written in the perfect font. The right font for your logo will clearly articulate your brand identity, with or without additional graphic elements. Well-crafted fonts in themselves are works of art often underestimated, but a well chosen font can literally bring a brand to life.
Colours play an important role in how people perceive your brand. They can be emotionally and culturally significant depending on factors including region, age and gender. In most cases what works is to have one or two at most main colours and then have a complementary neutral colour like very light grey, charcoal or beige.
Are all the special elements of the logo in balance? The icon, the text of your business name, and any sub text that is being used all need to be sized and positioned in a way that makes the final product a unified entity.
It is true that a well designed custom icon can take a logo from effective to exceptional. However it isn’t always necessary to have an icon and sometimes the most effective icons are very simple.
By breaking down the logo design into its components, both conceptually and visually, it will put you in a confident mindset to create and recognise a logo design that is the perfect representation of your business. If you’d like to discover more examples of what we consider an outstanding logo, click here to see our work.