If there is one thing that will help prolong the life of a company logo it is flexibility. A logo that is not versatile may present problems if you choose to head down an alternative marketing path in the future, so let’s have a look at what makes a versatile logo, and why it is important.
Look to the Future
In the years to come you naturally wish your business to expand. A logo needs to be able to cope with such expansion, and this is why many company logos are not representations of the product or service they provide. What we are saying is this: if you settle on a logo now that is a direct picture of your product – and many companies have in the past – what happens if, in the future, you branch out into a different area of business? Your customers put a lot of faith in a logo – after all it is there to remind them who they are – and may not realize that, in fact, you offer services other than that depicted. This is why abstract, non-representative logos are popular: they have an impact, stay in the mind, but do not restrict others into thinking you only operate in one area of commerce.
One suggestion is to give your company a personality, much as you have one as an individual; we all remain pretty much the same person throughout life, but we do tend to change in terms of appearance from time to time; just as a company may change its intentions from time to time. A good logo will transcend this, and will remain a part of your branding no matter which direction you take.
Bear in Mind Variety of Use
There are some very basic rules about logo design that have always applied, and that still apply in general today. One is that you should have a logo that can be used right across your marketing material and other brand needs. It is all too easy to design a logo that looks great on a website but terrible on paper, or vice versa, and that is only the start of the problem. What if, in the future, you want to have the logo embroidered onto a uniform? Certain colours just do not translate. Special effects in printing and digital display may also not cross borders easily, and remember that you will likely need to use it in black and white at some point. Be careful to make sure your logo is not hampered in any of these circumstances.
Size is another consideration when considering logo design; small is beautiful is usually the ethos. It will be used in the main on letterheads, business cards and other stationery, as well as your website; however, there will be occasions when it may need to be enlarged, and it should also work on a bigger scale. The simplicity of the logo applies here, too: don’t get into a way of thinking that says your logo is somehow the integral part of your website. It’s not; it’s simply an identifier, a mark that tells people who you are. Keep it basic, memorable and versatile, and you have an effective logo design.
Detail is a problem when design such a logo; too much and it becomes cluttered, as well as difficult to scale to bigger sizes. The trick is, when you have the first draft of the logo, take away rather than adding to it. There will be plenty of superfluous elements in the initial logo design and, by taking a step back and considering what is needed and otherwise, you can begin to strip away the unnecessary detail.
By ensuring that your logo is simple you are also making it memorable; it also adds to its versatility. Consider that discussed above, and you will have a logo with a long shelf life.