What Makes a
Great Logo?
When it comes to seeing a logo
that makes you wonder, “Why didn’t I think of that?” just what is it about the
design that gives that impression? Here are five very important design elements
when it comes to brand identities. Iconic logos are:
1. Describable
2. Memorable
3. Effective without color
4. Scalable; i.e., works it it’s only one inch in
size
5. Relevant to the industry in question
Points one and two go
hand-in-hand, because if you can’t describe what a logo looks like then how
will you be able to remember it?
Point number three is important
because color is secondary to the shape and form. Always leave color to the end of the design
process, because if the mark doesn’t work in black only, no amount of color
will rescue it.
Point number four is vital for
collateral, such as office stationery (pens, pin badges etc.) — all those
little things that can easily be overlooked.
Lastly, the design must be
relevant for the business it identifies. This is accomplished through in-depth
research into the industry involved, and helps to differentiate from closely
associated competitors.
