Reflections of a Great Logo

Do you ever wonder if your logo is a great one? As a designer, it’s a question I ask innately of logos I develop for clients or ones I see plastered in publications and in the marketplace.

Getting the logo right for your business or organization is not an easy task—but an important one to say the least. A logo works in tandem with your brand to kick-start your audience’s memory, leaving a greater and lengthier impact than words alone can do. It is the simplest and most direct way to state what you’re about—without a long-winded speech.

To help evaluate the success of your logo, below are seven key attributes inherent to great logo design.

Appropriateness

Does the logo convey your intended message? Does it give the right impression? Is it relevant to your targeted audience? If a logo doesn’t communicate with the right message and style, it’s not doing its job.

Visual Impact

Does the logo have striking qualities that will leave a lasting impression? Is it memorable? It should also have as much visual impact when it’s reproduced in black and white as it does when printed or displayed in full color.

Legibility

Can you easily read the text? It’s hard to believe how many logo designs miss the mark on this. And, if the graphic part of a logo is supposed to represent a boat, will your audience recognize a boat, or will they interpret it as something else? If the text and graphics aren’t recognizable, what purpose do they serve?

Longevity

Does the logo incorporate an antiquated graphic style or an outdated font? Design for timelessness, so the mark will withstand industry and market changes over decades.

Versatility

It’s likely that your logo will not only be printed on business cards and office forms, but displayed on a website, reproduced on brochures, featured on signage, and published in social media profiles. Likewise, there are times when it will be viewed on a desktop, mobile device, or in a presentation. A great logo will retain its integrity in every relevant application.

Uniqueness

Does the logo represent your business and no other? After all, no two businesses are exactly the same. A logo must distinguish your business in a cluttered marketplace, often with just one quick impression.

Simplicity

Don’t confuse your audience with complexities. A streamlined logo design sends a clear, direct message. It also reduces reproduction issues and usage problems. Simply stated, less is more.

The development of a great logo requires a series of problem-solving iterations to achieve just the right combination of visual and verbal elements. So don’t limit the design process, and stay focused on these top qualities. In the end, you’ll have a relevant, effective mark that will stand the test of time.