Do you realise how important your logo is? It appears on everything, from email footers, to office stationery, to posters and flyers. It is the graphical representation of your company, it should be instantly recognizable and infinitely memorable.
So, with the final completion of our new logo (even three months on, we were still evolving it!) we thought we would put together some rules, essential for effective logo design.
Here is our new logo –
Here are our rules -
1) Understand requirements, yes suck an egg!
Ask what it is the logo must represent, should it be graphical, should in contain the business name. Should it rectangular or square? Should it have an industry description known as a “bug” (like the CoolPenguin logo). What colours should it include?
2) Once the needs have been defined, preliminary work is essential. We learned this with our experience with blackrocks.net where we digitally created 37 variations of their logo –
Creating quick and dirty sketches can save a great deal of time.
3) Your logo should reflect your company in a honest and unique way. Sounds obvious, but you’d be surprised how many business owners want something “just like” a competitor. Be different and don’t be afraid to stand out. After-all your logo should be unique to you and remembered by everyone you encounter.
Don’t forget you can use your logo to convey brand messages. if it’s quick delivery, consider objects that connote speed, like wings or a clock. Consider an abstract symbol to convey a progressive approach–abstracts are a great choice for high-tech companies. Or maybe you simply want an object that represents the product or service you’re selling. Be clever, but not at the expense of being clear.
With our Thermasave UK Logo, we wanted to demonstrate insulation and the concept of keeping the cold out. We think the use of red and blue and the semi-circles conveys that message clearly –
4) Your logo should be clear when printed in black and white! Often overlooked, but considering our need to be green most people print in B&W now and will not consider the effort you but into fancy gradients or complex shades and tones. Consider what your logo looks like in B&W, it’s a must.
5) As with point 4, avoid too much detail. Simple logos are recognised easier and faster than complex logos. Consider those logos that are imprinted on our psyche today – McDonalds, Nike and Mercedes? they’re all very simple aren’t they, and you visulised every one.
However, consider the power of Porsche, can you viusalise their logo, I bet it’s a no.
So if you’re starting out, keep it simple.
6) Your log must scale. So avoid Photoshop etc and use Illustrator for vector based images. It needs to look good at all sizes, from a letter head to the side of a large vehicle.
A good rule of thumb is the “business card/billboard rule”: Your logo should look good on both.
7. Your logo should be balanced. Use colour cleverly as it’s not easy to understand and do not have one area of the log that overpowers another either in contrast or size.
Here is another article – on logo design