Free Guide to a Successful LOGO

Your logo is important and has more impact on your business than you might think. Using an inadequate logo for your company can make it appear unprofessional, irrelevant, and untrustworthy to your audience and market. That’s not what you want for your brand.

A successful logo inspires recognition, trust, and loyalty from its followers. It never looks messy or out of place, and always fits perfectly into the brand’s marketing. This guide outlines the 5 key elements that every successful logo should have, as well as provides relevant examples and a guide to auditing your logo and its impact on your brand. First impressions count and a logo is often a brand's first impression to its audience. Don’t let that first impression be a regrettable one.

Logos are the fastest form of communication known to man. When a customer searches for you, they see your logo as the face of your business. They don’t know about branding or messaging, so make sure your logo is simple and memorable.

1. Be Timeless

Apple’s logo has been able to adapt and transform easily due to its simplicity and versatility. The best logos stand the test of time. While they may get some updates over the years, the basic message and design remain the same. Your logo should be relevant for over a decade. Don’t lean to trends; you may need to redesign frequently to adapt. Be original and intentional, and you’ll have a logo for a lifetime.

Check if the answer is YES:

• Would your logo be (or was your logo) appropriate 10 years ago?

• Was your logo appropriate for your industry last year?

• Just like dye was popular in the ’60s, logos have trends too. Look around - Does your logo avoid popular trends?

2. Be Memorable:

Playboy, Nike, Warner Brothers...you can picture them instantly. That’s what you want, for your market to recognize and recall your logo easily. It needs to engage the viewer so they spend time thinking about it, and attach positive memories or emotions to it. A successful logo also needs to be visually understood, so viewers associate with its company well.

Check if the answer is YES:

• If you were to ask your clients or followers to draw your logo, could they?

• If you were to ask your clients or followers, can they remember your logo?

• Does your logo make viewers think about it? Does it entice them?

3. Be Responsive:

Successful logos are responsive. They have a couple of iterations that help them fit into any situation. Your logo should be able to fit in horizontal, vertical, rectangular, and square spaces. It should also be legible and remain legible when reduced up to a 1/2 inch. Along the way, your industry may change and your logo may need to adapt to fit the new standards. If it’s versatile, your logo will adapt easily and with minimal adjustments.

Check if the answer is YES:

• Does your logo fit into horizontal/vertical/ and square spaces?

• Is your logo legible when it’s scaled down to 1/2 inch?

• Does your logo work in black & white and in color?

• Do you have all iterations of your logo in multiple file formats and color options?

4. Be Simple:

Your logo should distill down to the most basic elements and still communicate its message. Being inappropriate or complex will make your brand also look improper, complicated, and unprofessional. The simpler the logo is, the easier it is to work with and adapt to any media. Be clever and communicate while keeping your logo minimal.

Check if the answer is YES:

• Is your logo made of simple elements or shapes? Could you draw it easily?

• Is your logo made up of flat, basic colors? (like the Adidas logo, no gradients, effects, or fuss.

• Is your logo bold enough when it’s scaled down? (When it’s reduced, you don't want any elements to get lost, like thin lines or small details).

5. Be Relevant:

You are NOT your customer; your logo should speak to them, not to YOU. Your logo should be accessible, as well as easy to understand and remember, for your demographic. Your logo should also speak to your industry, product, service, or mission in some way (not necessarily literally). Be appropriate, as well as innovative. Your logo should communicate the quality and expertise that you offer, inspiring trust from your market.

Check if the answer is YES:

• If you were to ask your clients or followers, do they feel drawn to your logo?

• If you were to ask your prospects, would they say that your logo inspires trust and credibility?

• Is your logo appropriate to your industry, service, or product?

Results:

Apart from your total score, did you have at least one checkmark in each category? If you were missing any categories completely, your logo isn’t likely to be performing as well as it could. You deserve a logo that speaks for your brand. What do you want your logo to transmit? Why aren’t doing it now? Where does it need improvement? I’d love to help you figure that out.

An essential part of your brand and logo evaluation process is a complete brand style guide. A Brand Style Guide outlines all the details of the brand, from the mission, tone of voice, and demographic, to the logo, color, typography, and media information. This is such an important part of your brand package. It’s a tool that serves as a visual reference for you and your staff, suppliers, stakeholders, and contractors. It will make sure everyone is on the same page by understanding the brand and how to work with it. A Brand Style Guide will ensure that your brand remains consistent, cohesive, credible, powerful, and successful, forever!

Your Next Step:

My process...a process that gets results:

My expertise lies in helping businesses visually communicate with their market. Because I specialize in logo design and visual identities I can visually help you articulate ideas and turn them into experiences people care about. Taking the time to learn about your business and capture its essence is how I can create stunning and memorable logos that help you stand out in the market.