8 THINGS THAT MAKE A GOOD LOGO
# 1 RECOGNITION VALUE
Logos are unique symbols that allow people to recognise companies and their values. It is about familiarity and trust. A good logo is subconsciously linked to a certain company in an instant.
# 2 SPEAKING TO THE TARGET GROUP
A good logo speaks to the feelings of a pre-defined target group. The soft drink brand Fanta for example is young, vibrant, fun, a bit hippie-style, just like the people they advertise to. And the logo looks just like that. On the other hand, a high-priced premium orange juice targets a completely different audience, and therefore has to transport a completely different look and feel.
# 3 SHIFT TO CORPORATE DESIGN
A good logo can be shifted onto the next level – the corporate design. You often speak of secondary style elements here. Below you see an example: It shows a screenshot of my website, on the top left you see the HCG corporate designs logo. The vertical line of the logo can als be found, in white, in the card designs further down. The vertical line to the left of the text is the secondary style element in this case and originates from the logo.
# 4 TIMELESSNESS
A good logo should not simply follow the latest trend, but still look good in five to ten years. Of course there can be adaptions of the corporate design here and there, like what happened a lot in the past three to five years. Many logos changed because of the flat design trend that Windows 8 introduced. Logos of Thyssen Krupp, Google, Facebook, Ebay etc. were amended . But the overall look and feel of the logo should be timeless from the start.
# 5 KEEP IT SIMPLE
A good logo is a symbol that stands for a company and its values. It doesn’t have to be the full company name or complex clutter, we don’t want to see that. The best logos are those who are simple and clean, without clutter. Because: It’s mostly the simple logos that stay in people’s minds. So keep it simple, less is definitely more here.
# 6 SCALABILITY
A good logo must work in different sizes. I always define a minimum size too. When a logo is i.e. only 1 cm big, it still has to be readable. This means that you should not cram too much text in the logo because nobody can read that when it’s used in a small size. On the other hand, the logo of course also has to work well in a big size, like on a poster.
A tip from my side: Always create logos in a vector program, I use Adobe Illustrator. Don’t create logos in pixel-based programs! This guarantees an unlimited scalability of the logo without any quality loss.
# 7 BLACK AND WHITE
A good logo definitely must also work in black and white, not using any colour. This is very important. When I design a logo, I create it in black and white first and when it’s almost finished, I add colours.
# 8 CAPABILITIES
A good logo works online and offline. Especially nowadays it is very important that logos look great on small smart phone displays as well as big computer screens, but of course also offline on various materials.
You can also download this topic as a free whitepaper.
A handy audio version of this topic can be found in this podcast:
Do you know the difference between a logo and a corporate design? Find out.
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