Attributes to think about when designing a logo

A business' logo is its identifying trademark. Consumers are drawn to the recognizable, and a successful logo essentially helps boost the company's visibility. Creating the right image ideally will provide instantaneous recognition.

Marketing experts pay close attention to logo designs – there is good reason for this. When creating a logo, a lot of research, effort and consideration is applied, as being the design chosen will represent the company, it is important to get it right. Creating a company insignia should be a well thought-out process. Decisions regarding the image should not be made lightly.

Create an identity

Once a logo is created, it becomes aligned with company image. The image selected ultimately will become tied to company branding and consumers and/or shareholders instantly recognize the company by its logo. Being memorable is key and designing a clear identity through logo design helps achieve this goal. Get out the pen and paper or the graphic software and get designing.

Image credit: tookapic/Pixabay

Image should be unique

A company logo should be as unique as the business standing behind it. Copycat logos are not only ethically questionable, these images can potentially break intellectual property laws if too closely designed.

Aside from the legal aspects, if a logo too closely represents another company's established image, this can confuse consumers. When establishing the logo identity a company should generally avoid looking at competitor logos, and look internally rather than externally. This way the company develops an image that reflects its own values, beliefs and philosophy.
 
Not to mention uniqueness also sells. Generic brand images likely won't stand out in a consumer's mind and this can be damaging to the business. Ideally, a business objective is for the logo to be associated with certain types of products or services, this way consumers will be more inclined to shop that brand when they need a product or service.

Flexibility

Logos are directly tied into marketing plans and it is essential to do research prior to deciding on the final design. Once decided upon, the logo chosen should be clearly defined and consistent throughout the organization.

Logos will be used on everything from company letterhead to outdoor signs to distributed swag. Designers creating the company logo should keep versatility in mind - is the image is easy enough to replicate and/or resize as needed and still be recognizable? Detailed logos that are not very flexible in nature could prove to be limiting or look distorted when shrunk or enlarged for specific purposes. This is an important consideration to think about during the design process.

Less is more

In the case of a logo, simplicity sells. Company images that are intricate in nature can be distracting to the eye, not to mention too detailed for the brain to process in order to transition to long term memory. This is aside from the fact detailed logos are often hard to follow. On the other hand, a simple, yet attractive, logo easily provides instant recognition, and generally consumers tend to be gravitated towards the familiar.

Additionally, simple is easily transferable. This, in a sense, goes hand-in-hand with flexibility. Consider advertising materials, company property, shipping packaging, stationary and any other item that would need a company image associated with it. Too much detail can be lost during re-sizing in order to be effectively placed.

Clean and easy

Ultimately, the design component of a logo should be clean and easy. When considering simplicity, all one has to do is consider the 2010 Gap fiasco. Consumers were very upset to the point where The Gap actually reverted to their traditional logo after an attempt to modernize their classic logo. Consumers simply could not resonate with the change. Other logo changes can go smoothly, but sometimes it's just a crap shoot or depends on the level of positive marketing preparing consumers for the change.

Successful logos can significantly enhance the visibility of a business. McDonald's is a classic example of a triumphant logo. Many children, by the age of two, can easily recognize the famous golden arches and know exactly what the logo represents.

Company logos are a valuable asset. Best practices are to make the image noticeable, attractive and, hopefully, unforgettable. Some companies have internal designers that can create the logo, but other businesses may opt to look for a professional design company to help achieve the right look.

The approaches and ideas behind designing a logo may vary, however, following generally standard practices can help a business develop a successful and memorable logo.