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The logo is a central part of a company's branding strategy , as it is usually the first point of contact for most potential customers.
As such, it's essential to make sure that when you create a logo, it truly represents your brand and can connect with consumers.
There are several aspects to logo design that may change depending on your needs and the industry in which you operate. Whatever differences make them unique, the best logos share five main characteristics.
A logo must be: SIMPA
S = Simple
I = Timeless
M = Memorable
P = Versatile
A = Suitable
These five qualities make a logo immediately identifiable and ensure that consumers directly equate it to your brand when they see it.
1. Simple
Most of the most successful and successful logos in history are surprisingly simple. From the simple Nike logo to the eponymous Apple design, simple logos are easy to recognize and remember. Simplicity is a key ingredient in logos, as most consumers only focus on a logo for a short time. A simple design can express your brand's character concisely and effectively.
Simple logos emphasize the most important elements of a brand's personality with a limited number of conditions. This involves focusing more on aspects such as colors and fonts, as well as representing ideas in their simplest form. For example, a symbol is a powerful way to create simplicity, as it can link a mental association with a particular set of values or ideas.
Other great designs for a simple logo include letters and words, which eliminate images and instead focus on communicating the brand personality directly with fonts and colors. Overall, the most important aspect is to focus on using as few elements as possible to communicate your brand identity.
2. Timeless
The best logos stand out because they remain relevant and effective over time. It's always tempting to design a logo that incorporates current design and fashion trends, but it's not always the best decision.
These logos may look good now, but they will likely need to be redesigned later to keep them up to date. Instead, a timeless logo is one that will stay relevant and connect with customers no matter when it's used. For example, McDonald's golden arches have remained unchanged for decades, as has the iconic brand's word Coca-Cola's.
Timeless logos focus on quality over quantity, eliminating a lot of unnecessary elements and wacky ideas and focusing on what really works. This means that you need to focus exclusively on your brand's core ideas and values in order to find the most efficient way to convey them. Another important aspect of timeless logos is that they keep colors simple and basic, ignoring massive gradients and palettes in favor of more selective and unique colors.
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3. Memorable
Another essential aspect of a good logo is that it should be memorable, even the first time you see it. The goal of a logo is to create a connection with the consumer and generate interest in your brand. When consumers can easily remember your logo and brand, they are more likely to interact with your business. Easy-to-remember, high-impact logos are valuable because they help your brand stay on the minds of consumers.
Memorable logos combine many of the elements described above, but they strike the right balance between visual and textual aspects. Most importantly, they clearly and consistently communicate your brand's personality and tone.
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Finally, a memorable logo should always be unique. Even in industries where there are common standards for designs, your logo should always aim to stand out from the crowd as much as possible.
4. Versatile
A good logo can be used in many different ways, shapes and situations. For example, a logo that you can only use in one size on the internet is only really useful because it limits the means of getting your brand known to the world. On the other hand, choosing a logo that can be resized, printed or placed on a different medium makes your brand significantly more visible.
Even the most beautiful logos aren't necessarily ideal if they become unreadable or unrecognizable when you shrink them to wrap them or if they are distorted when you place them on a billboard. One of the easiest ways to make your logo more versatile is to think about what format you are creating and save it. Traditional photo images can get pixelated when you resize them, but vector files are designed to be resized.
Design-wise, keeping clutter to a minimum and going for a simple design will instantly make your logo more versatile. Having too many lines, flourishes, elements or colors can create a complicated design that is difficult to adapt on any scale. Instead, keep in mind that your terms are limited and focus on saying the maximum with the minimum.
5. Appropriate
The first quality that great logos share is that they are relevant to the markets their businesses are targeting. Most importantly, they clearly communicate a brand's personality and identity. An essential element is the use of colors in your logo, which can trigger different emotions and show the personality of your brand to consumers. A business that sells children's toys may choose bright colors that communicate energy, fun, and excitement.
The second important component is the font used in the logo or brand word. Fonts help communicate your brand's tone and values, which ultimately helps define your personality better. More angular, thin fonts are great for showcasing a business that works in tech, while softer cursives are great for businesses that work in jewelry or women's products.
Finally, choosing the right symbol is an essential aspect of creating a visual anchor point for your logo . Symbols are important aspects of a logo because they can be used as simplified versions of your logo. Symbols are also important when making connections between your brand and the ideas and values it shares.
Get the design:
It's easy to design great logos when you focus on the qualities that make them effective. By working to produce a timeless and versatile design, you can establish a solid foundation on which to build your brand.
Keeping things simple will also help it be more memorable to the audience, thus ensuring your design is more relevant. With a good logo in hand, you can start to create a brand with great impact that will grab consumers' attention while keeping you in the minds for a long time.
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Published on January 23, 2021
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