The six common qualities that usually make up a great logo design are:
Questions to ask would be on the lines of:
- Ease of printing, both in various sizes and in different inks as well as, at different resolutions.
- Its effectiveness in color as well as in black and white. Millions across the world are color blind – a fact that you may want to keep in mind.
- Its ability to be reproduced across different mediums, such as newspapers; and also while being sent through various modes such as by fax.
- Its readability at different sizes, especially if it is blown up.
While considering this aspect, make sure that you do not go overboard; your logo must stand out just that much so as to give it a unique identity of its own and that of your company. You are not out to creating an incomprehensible piece of mumbo jumbo here!
The logo must be able to convey a strong message as a standalone graphic too; it should not require elaborate explanation. This holds good for all kinds of logos, be it wordmarks, lettermarks or iconic logotypes. Together, the fonts, shape and color that you choose would successfully portray the values of the company.
A logo must be relevant to the business. For instance, a futuristic or techno design may not really gel well for a pharmaceutical or food chain company. The logo should also gel well with the values of the company, conveying the corporate personality that you intend it to convey.
A great logo is usually a simple one; there should just be one unique thought or idea embodying the logo. Irrespective of the logo type that you have, too many thoughts and designs will only complicate its comprehension and negatively affect recall. Colors, lines, shades, designs, etc. – all should be kept to a minimum.
A great logo usually conveys only one solid message, with a solitary stance adopted.
Perhaps, it might be a great idea to have some other eyes check out your logo, before finalizing it. An additional checklist that you might want to run your logo through would include:
- Avoiding being too contemporary; logos tend to have really long shelf lives, so keep that in mind and design for the future rather than merely for the present.
- The words and symbols on the logo should be easily recognizable.
- The logo should not convey undesired associations. For this aspect, try and have the logo run past as many diverse individuals as possible.
The colors used should be appropriate, keeping common color associations in mind.