Top 5 Characteristics of a Great Logo
You've got your business plan. You've got your business name. You may even have your first client. But do you have the right logo for your business? A great logo is one that is adaptable, memorable, and most importantly, simple. To find out if the logo that you're putting out there will be effective for your business, pay attention to these five characteristics that make logos great.
1. Simple
Great logos are simple logos. The best company logos out there are the ones that people can understand the moment they see them. The simpler a logo is, the more it will be remembered by those that see it. According to Milton Glaser, the graphic designer best known for the "I Love New York" logo, companies want to move the viewer in a perception so that when they first look at the logo, they get the idea.
2. Stand-Out
An effective logo is one that tends to stand out from the rest. By making a more unique logo for your business, it will be better recognized among the many that are in the same market space. Make your logo unique by stepping away from what your business actually does—Apple's logo is not a computer, Nike's logo is not a shoe, and McDonald's logo is not a hamburger. An even better way to stand out? Stay away from overly-used icons such as globes and arrows.
3. Fitting
A logo needs to fit in with the audience that you are trying to target, the company culture that you're trying to implement, and the values that your startup upholds. Therefore, before zeroing in on a logo, conduct some market research on your audience and keep in mind the message that you'd like to send.
4. Adaptable
Be sure to decide on a logo that is adaptable no matter what medium it is portrayed on. A logo must look good on a billboard, a TV commercial, a business card, a sign, a brochure, etc. Therefore, keep the KISS principle in mind, so that the logo can be resized easily. Keep in mind that your logo should also reproduce well in black and white.
5. Timeless
A great logo is a timeless one. In order to determine whether or not your logo is timeless, take a look at its overall design: are there clean lines? Is it symmetrical? Does it have a modest structure? Does it have neutrality? Be sure to create a logo that can be easily changed without losing its recognizable traits.
Once your logo is simple, unique, appropriate, adaptable, and timeless, you may have created the perfect image for your startup business. Now go out there and sell it!