Ever wondered what makes a logo great, and not just nice? I believe that anyone can design a logo, but not everyone can design the right logo. A successful design may meet the goals set in your design brief, but an enviable design with the capacity to become iconic will need to be simple, relevant, adaptable, enduring, and distinctive. Let’s decode the six secrets to creating a great logo:
- Keeping it simple
Often, the simplest solution is the most effective. A simple logo design can meet most of the requisites of an exclusive and iconic design. In fact, simplicity can provide a design added versatility. By adopting a minimalistic approach, we can use a logo design across diverse media and channels and for various purposes. For instance, a simple logo looks great on a business card, banners, billboard, identity cards and badges, stationary, or even as a website favicon. Moreover, a simple design is easy to recognize and remember, making it timeless and enduring. Successful examples of simple logos are those of Apple, FedEx, Google, and Mitsubishi among others.
- Keeping it relevant
Inevitably, your logo should appropriately match your business or brand identity. Meaning? If you are designing a logo for a kiddie toys, be funny and fun. If you are designing for a summer camp, ditch the monsoon clouds. And if you are designing for a fatal disease, please don’t use a cheerful face. You get the drift? In short, your design must be relevant to the vertical, the domain, the client, the brand, and the potential audiences. This would need some common-sense, a lot of in-depth research, and some time, but it is essential. Without a strong foundation of the client’s brand perspective, you can’t design a logo that is different from the competitors and impactful.
Essentially, a logo doesn’t have to literally illustrate what a company does. Like you would obviously not use a car design to design a logo for a car brand. But the design still has to be relevant. For instance, Lufthansa logo isn’t an airplane, but it has a free bird, which makes it relevant, simple, and timeless.
- Keeping it different
You obviously want a logo that is distinctive from the others in the market, especially from those of your competitors. The logo should be unique and exclusive that also accurately portrays your brand or business. But with so many logo designs across the world, how can you find one that is unique to your brand? You can always start working on this by focusing on a recognizable element, which could be just a shape or a clipart. Start by working in black and white colors first to obtain distinctive marks with high contrast to emphasize the shape or the idea. The next element to focus on should be the color or colors after you have determined the primary shape and form of your logo design.
- Keeping it iconic
What is a design that can be committed to the memory at a quick glance? It should be something solid and impactful. Usually, one glance is all it takes to gain an impression about a brand. For instance, for a person driving on a highway, who happens to pass by a billboard banner, no more than one quick glance would be possible. But that should be sufficient. So, how do you create this element of iconic design?
Well, first, think about a logo that you remember the most. What is it about that logo that keeps it ingrained in your memory? Now, try something out on a piece of paper. Also, check for how much time you spent on sketching the design. Ideally, it should be within 30 s. Only a simple idea that can be drawn in under 30 s can be remembered with a glance.
- Keep it small
As much as you may want to see your work boldly staring out from across billboards, don’t forget that your design may need to be small to use it successfully on labels and stickers. An adaptable logo is therefore in much demand, as it saves a lot of money on printing costs, redesigns, and other such practical issues. As mentioned earlier, creation of something versatile is not possible without keeping things simple. A great logo would be the one of a minimum size of around 1 inch with clear detailing and simple rendering.
- Keeping the focus on one thing
You need only one feature to stand out from your iconic design to keep it distinct. Just one. Remember to leave your clients with only one thing to remember about your design, because nobody has the time or energy to study and remember a complex logo. But of course, your logo can have more than one element, because a logo derives its meaning from the quality and not the quantity of the things it symbolizes. But, in any case, keep the focus on the most important element of the design to gain an iconic status.
Armed with these secret ingredients to design your logo, dash out some creatives fast for your beloved brand.