Deciding on the right logo is one of the most important decisions you will have to make when you start a business. It will be the image that will represent your brand. It will end up symbolizing all of the values that you stand for and it will play a major role in all of the marketing campaigns that you will have. Taking this into account, getting a good logo becomes very important. By looking at some of the most successful logos in the world, you will see that they have six traits in common: they are simple, they are memorable, they are original, they are relevant, they are timeless and they are focused. Follow these principles and you will get a great logo for your company.
If something is simple, it is usually easier to remember and this is important for a logo. Moreover, using simple designs is cheaper and also a lot easier to adapt to multiple platforms such as online, printed and various products and packaging. When they are simple, logos tend to look good regardless if they are monochrome or in colour and if they are on a flyer or on a giant billboard.
This goes hand in hand with simplicity. You need a logo that is capable of making a lasting impression in a short amount of time as people get exposed to dozens, maybe even hundreds of different logos each day. You need to have something that will make yours stand out.
With so many logos in the world, it can be easy to come up with a cliché. Even if the icon you use might be something general in of itself, you can find a different meaning for it like Nike did with their swoosh. It is just a tick but it works for Nike because it fits the values of the brand so well.
Not just the logo itself, but all of its individual elements should be relevant to your brand and to your products. If your brand is something serious and professional, then look to use elements such as somber colours and sans serif fonts. However, if the brand is a bit more casual, then your colours, fonts and graphics should also reflect that.
You can ensure that your logo features a timeless design by not adhering to current trends. These will fade away fast and you will be left with an irrelevant logo that you might have to change.
Keep in mind that you might still have to make revisions to your logo every now and then, even if it is good. Apple changed their logos by switching to one colour from the previous one that was rainbow striped. This way it looked more professional and was also easier to use. Such changes can update the logo without doing anything major to it that will limit how recognizable it is. Furthermore, you also have to remember that the logo does not have to mention what the company does. Just think of the McDonald’s logo: the Golden Arches do not give any indication of fast food, yet everyone immediately thinks of McDonald’s when they see the logo.
This is pretty straightforward: pick an idea that works and just stick with it. As long as the idea is simple and effective, it will show results each time it is used and in all mediums.