Five Traits of an Effective Logo
It’s one of the first things that comes to mind when you think of your brand — your logo. While there are other important components of a brand system, your logo is often the most recognizable and memorable element. Whether you’re going the DIY route or working with a designer, it is important to consider these five traits as you design your logo.
As you grow and market your business, your logo is going to be everywhere — online, in marketing materials, and maybe even on a storefront. The final design should look great whether it is plastered on a billboard or on a tab on your web browser.
In order to make sure your logo is scalable, the best approach is to keep it simple. Too many small and intricate details can get lost as the logo gets smaller, leaving your logo looking like a blob in a tiny corner of the web.
Don’t make your audience work too hard. Especially if you are using a script or handwritten font, make sure the text is easy to read. Also consider fonts that are appropriate for your audience. If your brand is playful and fun, the typography should embody those traits.
Just like your logo needs to look good at any size, it should also fit into a number of spaces. The version of your logo you use on your website header (often long and horizontal) would probably not be the same as the logo you use on your Instagram profile (small and circular). Consider creating multiple variations — horizontal, vertical, square or circle, with or without your tagline, a symbol or a text-only version — to give yourself flexibility in your brand.
This can be a tough one, but you’ve got to resist the temptation to design your logo around what is trendy right now (I’m looking at you watercolor and metallics) and instead focus on what is most strategic for your brand in the long-haul. Designing based on what is trendy right now may leave your brand looking outdated once those trends fade, or worse, have you itching for a rebrand six months after you launch.
Instead, focus on creating a strategic logo that is true to your personal style and will resonate with your audience as your business grows and evolves. Trends come and go, but a design that reflects the heart and mission behind your business will be much more effective for years to come.
This is the part where it’s important to look at what others in your industry are doing — and do something different. A memorable logo will help to attract potential clients and customers by making you stand out from your competitors. Again, focusing on a strategic approach, true to you and your business, will help you to reach the best solution.