An effective logo is crucial to successfully marketing and representing any organisation or product. Essentially, a logo acts as the 'face' of the organisation or product it represents, so it is important to invest the time and money in getting the design right the first time.
Whether you're a graphic designer who's been engaged to design a new logo or the person charged with coordinating and overseeing the creation of a new logo for your employer, these tips will help you ensure that your logo design is working hard for your organisation.
Ensure Your New Logo is Scalable
It is possible that your logo will be used on marketing collateral as big as billboards and as small as pens. Therefore, it is important that your logo be just as effective at two metres tall or one centimetre small than it is on your letter head or business card. Simplicity is key to making scaled-down logos work well, so try to avoid intricate designs.
Create a Logo that is Easily Describable
Often your target audience will remember your logo but not the name of your business. It is therefore important that they be able to describe your logo to their colleagues and friends with relative ease. Try to describe the logos of McDonalds, Nike or the Olympics - they are all very easy to describe and also very effective.
Good Logo Design Should be Memorable
Brand recall will be significantly improved if your logo is one that is easy to remember. Memorability is closely linked to describability. A simple logo is easier to remember than something more abstract or obscure.
Your New Logo Must Work in Black and White
While colour is arguably crucial to effective branding, it is important that your logo be just as effective if reproduced in black and white. It's more than likely that your logo will appear in black and white thousands of times during its use - in photocopies, on sponsorship posters, through the fax machine, etc. Don't let these reproductions detract from the powerful branding you've created.
Aim for Versatility in Logo Design
Don't settle for a logo that only works in limited media. Well-designed logos will be equally effective on paper, online and on promotional products such as pens, t-shirts and stubby coolers.
Strive for a Timeless Logo
It's important to bear in mind the longevity of your new logo before settling on a final design. Ask yourself "will this logo be just as effective in five, 10 or 15 years?" If not, you may need to go back to the drawing board.
Ensure Your Logo is Relevant
While your new logo doesn't need to make it totally obvious what your organisation does, it should have some relevance to the industry, organisation or target market. In other words, a BBQ chicken takeaway store doesn't need to have a chicken in its logo, or the words "BBQ chicken", to be effective; though to have a picture of an aeroplane in it would just be counter-productive.
If you adhere to these simple tips, seek the skills of an experienced graphic designer and invest a reasonable amount of time and money when designing your next corporate logo, you will achieve a design that is effective throughout all aspects of your business or product line. Ultimately, your logo is your organisation's signature, so it should be something that the corporation and its employees can be proud of.
Sarah Mathiesen - Sarah Mathiesen is the director of Harshmellow Media + Design, a public relations and marketing agency based in Townsville, ...
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