A well-designed logo is one of the most powerful marketing tools a business will ever have. It sends a message about the brand to viewers, and when that message is accurate, the benefits can be enormous.
For a logo design to be successful, it needs to instill understanding the moment a viewer sees it. Below is a list of 7 design tips that distinguish winning logos from the ones that never quite make it past the starting gate.
Tip No. 1: Keep it simple
People process simple images more easily, so the best logos are straightforward and uncomplicated. Nike has a swoosh symbol that’s both basic and meaningful. A logo that’s easy to look at will also be easy to recognise and recall later on.
Tip No. 2: Match the brand’s message
Successful designs match the company’s culture and values. In short, its essence. Logos for children’s shows should be energetic and fun, while representation for a funeral home needs to be appropriately dignified and respectful. Colour can also make or break a design, as different colours have inherent meanings. It’s important to go with colours that reflect the brand value and the product or service sold.
Tip No. 3: Be memorable
Memorable logos are easier for customers to recall what the company stands for. These days, we’re deluged with commercial messages, so people have reached a point where they tune out all but the most memorable ones. Bold designs that are easy to remember have the best chance of standing out. The racing dog of Greyhound bus lines is an excellent case in point.
Tip No. 4: Be interesting
Interesting designs are attention-grabbers. A great example of this concept is the Amazon logo. The yellow arrow underscoring the word ‘Amazon’ points from A to Z, suggesting that the online retailer carries everything.
Tip No. 5: Send a clear message
To make a logo stand out, the right message has to be sent to the right audience. Does the brand emphasise fun, health, power, or simplicity? The iconic NBC logo features a peacock with five colourful tail feathers (representing the original five NBC divisions) and its head turned to the right, which is associated with looking ahead. The message: strong tradition and forward thinking.
Tip No. 6: Make the design transferable
At one time, print and TV were the only display mediums that logo designers needed to worry about. Now there are website banners, app symbols, and avatars. The best logos evoke the same meaning on business cards and billboards alike.
Tip No. 7: Keep it timeless
Although the ‘I love New York’ logo has been around since the 1970s, it carries as much emotion and meaning today as it did forty years ago. Clean lines, modernist structure, and basic honesty give the logo a timeless quality.
Successful logos give consumers an instant understanding of a company’s character, philosophy, and market position. To maximise their chances of producing a winner, designers should combine careful forethought with a disciplined and market-savvy approach.
