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What Makes A Great Logo?

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Developing a great logo is a mix of art, science, and psychology. Before we get started, let’s review a few things about the whats, whys and hows of great logos.

Your logo is not your brand. Your logo only represents your brand. Your logo is nothing more (and certainly, nothing less) than a visual mark that represents your brand. It allows people to find you, remember you and differentiate you from all other businesses. Your logos design and consistent use will effect how your brand will be perceived. A great logo can give you incredible leverage and contribute directly to your bottom line.

Black and White

Good logos are designed in black and white first. Color comes later.

By initially evaluating the black and white version, you get a much better idea of the shape, design and readability of the logo. Good design stands up well in black and white as well as reversed out of black or white. Lousy design does not.

Shape and Style

Logos are first recognized by shape. Good logos have unique shapes that are quickly differentiated
from the sea of other logos that the public sees every day. The shape must be simple, clean and quick
to understand. Sometimes logos are just the name of the organization in a well-selected font. And,
yes, words—all by themselves—are shapes.

Complicated logos are more difficult to recognize. People memorize logos in exactly the same way they memorize printed words. The same holds true for logos. Incredibly simple, unique designs are the most effective. But they are also the most challenging to create. The shapes must be easily recognized in a literal blink of the eye.

Color

Just like the shape of a logo, color needs to be simple and easy to recognize and memorize. Complicated
color combinations that include lots of different colors distract from the most important element of the
logo – its shape. Again, think about memorization. It’s pretty easy to memorize the colors of a blue and red logo. On the other hand, the same logo design in blue and green and teal and purple and red and black is not so easy to remember.

Sources: Adapted from research from Marketing Professionals, “Logos: What Makes Them Work” by Jared McCarthy, “All That Glitters is Not Sold” by Patricia Pao, “Increase Sales with Color, Sound, Taste, Smell and Touch” by Max Sutherland, “The Many Dimensions of Color: When Seeing Red Isn’t a Bad Thing” By Michael A. Kamins, American Marketing Association

Tags: branding, identity, Logos

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