Often, we underestimate or overestimate what a logo can do. Simply put, a logo is a mark that represents your brand. Its job is to help identify your brand, not explain it.
While a brand is a combination of messaging and visuals that create an image that has an emotional appeal to your target audience, a logo is simply a mark that dances on a fine line of storytelling and simplicity. It’s often hard to achieve that balance without an extensive background in design and logo development.
It’s not easy to understand all that goes into a logo, and that is why professional logo designers are there to help debunk the mystery. Logo designers often have an extensive background in color theory, typography, illustration, trademarks, layout design, software, and programs. In combination, these skills align to design a logo that is versatile on all mediums and platforms, clear and concise, readable and legible, one that will stand the test of time. So in layman’s terms, “a fantastic logo all around.”
Take a look at our logo evaluation questions to find out if your logo is serving you well:
- Does your logo have trendy elements that are now out of style?
- Does your logo only work in one or two formats?
- Can you dramatically scale your logo up or down without losing clarity, legibility, and readability?
- Does your logo accurately represent your company and resonate with your clientele?
- Is your logo memorable?
All of these questions are vital to the foundation of your business and its brand. If you answered “no” to any of these questions, now is a good time to consider updating your logo.
So the next question is, how do you create a logo that is “fantastic all around”? Here are some of the most basic requirements for creating a successful logo.
Stands the Test of Time
You want your logo to last the extent of your business with minimal refinements over the years. To design a logo that would stand the test of time, it will be helpful if you have deep knowledge in the history of logos and trends.
Versatile for All Mediums
Not too long ago, a logo was mostly only used for business cards, letterheads, a storefront sign, and maybe a billboard. Today, a logo must be able to work on a variety of platforms anywhere from a tiny favicon to massive signage on a skyscraper or a city bus. Scalability is one of the basics of designing a fantastic logo.
Effectively Communicates with Your Audience
Layout design and typography play a huge role in whether a logo is clear and concise. You need to make sure the logo has proper spacing, sizing, and typography for the reader to easily connect and understand. Your logo needs to represent your company through visual cues in the simplest format and be memorable.
If you have a logo that is outdated, investing in a professionally designed logo should be your priority for your business to own a consistent brand identity that communicates your core values and resonates with your clients.