Is your logo doing its job
+ 8 attributes of successful logos
IS YOUR LOGO DOING ITS JOB?
+ 8 attributes of successful logos
Do you know if your logo is really doing its job? What is the job of a logo?
The job of a really effective logo is to be a visual representation of your brand and everything it stands for. When people see it they should instantly think of your brand and have a connection to it. It’s a pretty big job for something so small. And, it’s so easy to get it wrong. So many businesses over complicate their logos or design something pretty without really connecting it to their brand.
If you look at some of the world’s most effective logos, you’ll start to notice that they have some common attributes. Let’s look at them now.
8 attributes of successful logos
Sometimes businesses try to overcomplicate their logos with a lot of design or wording. The simpler the design the better. A lot of times people will only see your logo while they’re quickly glancing down their FB page, or as it’s passing on a bus or when they’re driving past a billboard. People don’t always stop to put thought into what they’re looking at. Your logo should be simple so when people see it, if even for a second, they recognise it and connect to your brand. Nike does a GREAT job with their simple “Swoosh.” If you only caught a quick glimpse of the swoosh in a magazine or as you were driving, you’d instantly connect to Nike and what their brand is all about.
A logo should be something unique and interesting, and something people will remember. Being simple (as stated above) will also help your logo stick in people’s minds. Branding firm Siegel+Gale did a fascinating study on brand perceptions. In their study, they asked over 3,000 people from the UK & US to look at over 100 logos of the world’s most famous brands. The logos they found to be most memorable were Nike, Apple, McDonalds and Coca-Cola. It’s true, these businesses have MASSIVE advertising budgets, but they still beat some other famous brands that also have big budgets, according to the study. They found that the main factor in making a logo memorable was how simple and clean the design was. The study also shows that in comparison to the least memorable logos, memorable logos are 13% more likely to get a consumer’s attention, 7% more likely to make consumers want to learn more about the brand and are 6% more likely to be recommended by consumers over another brand. If want to learn more about their study, it’s called Logos Now and can be found here.
Having a simple and clean design that transcends time is essential. However, your logo shouldn’t be set in stone. Logos should evolve over time, but subtly. A great logo doesn’t need to change much. Maybe the lines become a bit smoother or the font gets a slight upgrade. If you have a really timeless design, you won’t have to do much to help it evolve and you’ll still be able to keep that recognition with your audience. Here’s an example of how the Coke logo has changed over time. You can see that it’s maintained it’s look, just subtly evolved. I’m skipping over several versions in between, but you get the idea!
Having a logo that is versatile is key. You may start out thinking your logo will only be used on your website or business cards, but over time you may find you use it on clothing or billboards or print advertisements. Your logo should look good on dark backgrounds as well as light backgrounds. It should look good and be easily recognisable when it’s small and when it’s big. If you can, try not to completely tie it to colour (although colour is extremely important and you can read more about colour here). For example, if you look at the Coca-Cola logos above, and if you were to see it somewhere, you’d instantly think of the colour red. But, if you notice on the circle icon, the wording has changed to white, but you still know it’s a logo for Coke and it still works.
You don’t want to put work and money into a logo and plaster it all over the place, only for your audience to look at it an think of another brand. Every business is unique and every logo should be unique. Here are some really unique logos I’ve come across. How great are these?
Your logo, very simply, needs to be a representation of your brand. It should encompass your brand’s voice, message and colour scheme. It’s a tall order, but if your logo doesn’t relate back to your brand, then it could relate to just about anything. It won’t have any meaning.
A great logo should invoke an emotion that connects back to your brand. Your brand may be serious, fun, sophisticated, useful, etc… But, if your logo can conjure up an emotion in the short time your audience is exposed to it, then it only will help to reinforce your brand. Here are some great examples of logos associated with a feeling of fun and youth.
Last on my list is that your logo should be well made. If you want people to take your business seriously, have your logo done professionally. It’s going to often be one of the first things people recognise about your business and if it’s poorly made, people are going to wonder about the quality of your offerings. And, as I’ve said before, if you don’t invest in your business, no one else will want to either.
This is certainly not an exhaustive list, but I hope it’s helped you get a good idea of what makes a successful logo. Please keep these 8 factors in mind when you’re creating your logo or giving your logo a new look.
Have you seen great examples of logos that have all of the above 8 attributes?
Does your logo have any or all of these attributes?