Keys to a Good Logo

First, I’d like to welcome you to the first ever AvidityCreative blog post. I figured it is only fitting that the first thing I talk about is something I am most passionate about and is an area of expertise.

Why is a logo important?

A logo is imperative to the growth and success of any and every business, ever. Think about it, do you know of any successful business or organization that does not have a logo? There are so many different logos out there and they come in all shapes, colors and typefaces. Your company’s logo is what people use to recall their experience with your brand.

Try this… what is the first visual that comes to mind when you think of McDonald’s and Nike? I bet almost all of you first saw golden arches and a swoosh rather than a Big Mac or shoes. Our minds are configured to attach meanings to shapes and colors and it is easier for our mind to differentiate similar items when one item has something that stands out. Since cheeseburgers generally all look the same, it’s easier for our mind to remember the shape of the golden arches and know that they mean McDonald’s. Of course, it is easier for larger brands to be remembered, but you can try this with any business.

What makes a logo effective?

So, now that I have established the importance of a good logo let me give you some simple keys to having a logo that works for you.

- Make sense to make cents

Your logo should make sense for the industry you are in. Use symbols that have meaning to your customer or, on rare occasion, tie back into the story of the company. (And I don’t mean a picture of the owner’s dog) You wouldn’t want to have a logo with swirls, curls and candy for a doctor’s office that needs to convey professionalism and reliability.

- Be different while being similar

Logo by Avidity Creative

Find out the similarities in logos of your competitors and see what the trends are for your industry. You should have a logo that is obvious to customers which industry you are in. However, you also want to be different from your competitors in an appealing way. Try something new. Meet in the middle and make money!

- Last longer

It takes time for your target audience to begin recognizing your new logo. Don’t throw out your logo too early. Everyone hated the new JC Penney logo when it came out because it was too different and they have now changed their logo once again. Stick to easily recognizable icons and stay away from “trendy” designs that will be out of style in five years.

- Jack of all trades

Consider how many different uses will your logo have. Will it be used in print and on the web? The colors need to look good in both areas. Will it be used at a small size, like on business cards? The text needs to be legible at any size. With the continuing growth of social media most brands will have their own pages and when using the small avatar space you’ll want to have a symbol that can stand on its own and still be effective.

- Keep it simple

I know, you hear it all the time. Well, that’s because simplicity works. Consumers today are smarter than ever and they know when you add bells and whistles just for show. Symbols in a logo are great cues for brand recognition if done right. Our brains remember witty shapes and marks and the power of simplicity is great. Brands like Nike and Hewlett Packard are practicing this strategy everyday. 

A lot of work goes into building an effective identity. There are a lot of angles to be covered, but it takes an expert to create something truly amazing while still being considerate of these keys.

Think your logo could use some revamping? Check out my website, www.aviditycreative.com, to see some of my logo designs and I can build you something great. Or, clickhere to contact me directly.