A good logo should be describable, memorable, effective without colour and scalable. Your logo should have immediate recognition, convey your company’s personality, character or attitude. It should also relate to your clients by conveying a feeling of familiarity and credibility.
A logo should be:
K.I.S.S. Keep It Simple, Stupid! Simple logos are easily recognised, very memorable and effective in their messaging. Remember, the basis of the hugely effective international branding for the world’s largest shoe manufacturer is a very simple graphic swoosh.
So a potential client can recognise your logo at speed and distance, the next important factor is will they remember it? An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.
Some businesses are constantly ‘rebranding’, it happens right before our eyes. To find a timeless logo is something of a holy grail of design but how a logo will endure over the next decades s an important consideration. The CocaCola logo has barely changed since 1885.
Look at how consistent the CocaCola logo has been compared with its rival Pepsi since 1885
An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. It should be able to be scaled to any size. The logo should be able to work both in horizontal and vertical formats.
Ask yourself; is your logo still effective if:
- Printed in one colour?
- Printed on the something the size of a postage stamp?
- Printed on something as large as a billboard?
- Printed in reverse (ie. light logo on dark background)
Also remember printing costs – the more colours used, the more expensive it will be for the business over the long term.
A logo for a toy store may incorporate a childish typeface and colour scheme but this would not be so appropriate for a law firm. Also, a logo doesn’t need to show what a business sells or offers as a service. ie. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification. 94% of the top 50 brands of the world so not describe what the company does.
Finding a Logo Designer
The worst deal you could probably go for is a logo design contest. Logo design contests are where you give a brief and then you have multiple designers from sites like Fiverr and People Per Hour, come back to you with their designs. Although this sounds like a mighty good deal, the quality is usually far from anything you would want to represent your business. You will be wasting your money and in the long term, in terms of damage done to your business, that amount could be quite considerable.
How about a DIY logo? You will find many free online logo makers on the web such as Canva. Not only do these logos look unprofessional, but hundreds of other people could also have the same logo as you and what is the point of that? These logos have no thought, concept or memorability about them, they are merely symbols. They say nothing about your business and do nothing that a logo is supposed to do
Graphic designers have a strict logo design process that takes time, maybe weeks or in some cases months, to complete a logo. Conversely, cheap suppliers tend to have no process, experience, specialist software and resources or design credentials. At C J Strand cYBER hYPE we strike the point where you get a good, original logo, at a good price, quickly. One that fits all the criteria for an effective logo that can be used for any purpose. Check out our creative services above and find out how you could be the proud owner of a professional business logo for less.
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