“A great brand starts with a good logo”
Why A Good Logo Matters
So you have a great business idea, have, or are working on an MVP and now it's time for some important housekeeping; creating an effective and memorable logo. Whilst this may excite some people more than others, the importance of a good logo remains paramount.
When used effectively, a logo is an invaluable asset for your business. It provides customers with their first impression of your offering; and in a highly competitive business environment - first impressions MATTER! Most importantly, a logo is the key element of your brand’s overall identity.
By having an effective and memorable logo, you will be clearly and strongly associated with the solutions that you offer - just as people strongly associate internet searching with Google, e-commerce with Amazon and electric cars with Tesla.
Given the huge amount of information that individuals consume daily, it is critical that you establish a strong association between your solutions and your brand. This helps build strong customer memorability, loyalty and alignment with your purpose. It allows you to be well understood and to stand out from the crowd.
5 Key Considerations When Creating a Good Logo
Keep it Simple
As Leonardo da Vinci said “Simplicity is the ultimate sophistication”. A customer should be able to look at your logo and immediately associate it with your business. The more complex a logo is, the more difficult it will be for a customer to clearly identify the logo, and therefore associate it with you.
Some of the most iconic examples of simple yet effective logos include the Nike "swoosh", the Apple "apple" and the McDonald's "M".
Similarly, many very successful brands logos simply consist of the business name displayed using a distinct combination of font and color. Examples of these include Coca-Cola, Google, Amazon, Disney, Xerox and 3M.
Make it Timeless
Ideally, you want your logo to still be relevant in five, ten or twenty years. The more information, detail and contemporary features that you add to your logo, the potential for the logo to become dated will increase. If this did happen, and a rebrand was required, it could involve a significant financial, time and reputational cost.
Ensure it is Memorable
Memorability is crucial to establish a strong, ongoing association between your solutions and your brand. A significant yet simple method businesses use to develop a memorable logo is through the combination of font & color.
Through the consistent use of color, logos such as Coca-Cola (red), Google (blue, red, yellow & green) and Cadbury (purple) are easily recognised, even when there is no accompanying design elements. The memorability of color can help reinforce a brand’s story with their consumers.
Fonts can also provide significant memorability for a logo. For example, the custom script fonts used for Coca-Cola’s and Cadbury’s logos help express the products casual nature, and ensure they are globally recognised.
Another effective method that is becoming increasingly popular involves businesses creating their logo (or one of their logo variations) based on the first letter of their name. For example, AirBnB and Atlassians use of the letter 'A' for their square/icon logo variation.
Make it Versatile & Scalable
This is a crucial aspect of logo design that is often overlooked when a logo is not professionally designed, and can emphasise the advantages of a simple design. It is important to consider your logo being used across a range of print and digital mediums and contexts.
To ensure your logo is versatile and scalable, it is ideal to create a number of logo variations such as landscape (used where the available horizontal space exceeds the available vertical space) and portrait (used where the available vertical space exceeds the horizontal space). A common third variation is an icon logo used where the available area has a similar width and height. An example of this is shown below with the use of Pepsi's logo variations.
Scalability is a property of a logo that defines its ability to be resized. Remember that your logo may be used across a range of print and digital applications, from stickers and business cards through to large banners and signage.
Ideally, a logo will be delivered in a scalable (vector) format such as SVG. Logos in this format can be resized as required with no loss in quality. If your logo is not available in SVG format (other common non-vector formats include PNG and JPG), it is essential that it is provided with a high enough pixel resolution to allow it to be sized as required, whilst maintaining sufficient quality.
Ensure it is Relevant
You should attempt to create a logo that is relevant to the mood and offering of your business, and at the same time is meaningful and appealing to your target audience.
For example, the Hasbro logo incorporates an open smile underneath the 'a' and 'b' lettering, creating a smiling face. Bright blue colors are also used, appealing to their younger target demographic and aligning with their purpose; selling toys, board games and media assets for children.
Where Can I Source a Good Logo?
There are a number of approaches to creating a new logo, each having their own relative advantages and disadvantages. Some important considerations that may influence your decision include:
- How much money you want/have to spend on your logo
- How much time you have before requiring your logo
- How complex/bespoke is the logo design that you have in mind
3 Methods to Create or Source Your New Logo
Brandsynth's Font Logo Creator
Brandsynth's Font Logo Creator allows you to generate, or create font logos. A font logo is simply a logo made up using text and a specific combination of fonts and colors. A font logo can be single or multi-lined and can be customised by changing elements of the logo such as the font-face, font size, font color, letter spacing and relative line positioning. You may immediately select one from the automated sample selector, or use the advanced editor to customise your own.
Your logo can be automatically applied to all designs within Brandsynth, and may also be downloaded in PNG and SVG (scalable) formats, including normal and inverted/reverse versions for external use (websites etc). Whilst this option is well suited to businesses with budget and time constraints, it should also be explored by any businesses considering the use of a font-based logo.
Online Logo Generators
Businesses such as DesignEvo, Tailor Brands, FreeLogo Design, and many more, offer quick and budget-friendly logo generation platforms. Typically, you will be asked to enter your brand name and business type, from which a number of options will be generated for you to choose from or further refine. Once you are happy with an option, you may proceed to purchase and download it in a suitable format.
This option is ideal for businesses with a minimal marketing budget and that want a quick solution. Whilst the generated logo may not be completely unique due to the way the logos are generated; it can be a great, cheap and simple way to obtain your first logo.
If your budget and time-frame permits - a professional graphic designer may be your best option. Sites such as 99 Designs, Freelancer, Fiverr and Design Pickle are all great online platforms for finding and engaging a suitable designer.
Most of these platforms include rating systems, where customers are able to provide feedback on the products and services that they receive. This helps you assess the credibility and quality of a designer prior to making a commitment. Designers on these platforms also showcase their portfolios to further help you assess their suitability before engaging them.
“Designers actually can change the world for the better by making the complicated simple and finding beauty in truth.”
- Michael Beirut