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What does your logo do? Is it memorable? Does it tell people what your business does, who you are, and what you value? If you’re not sure how your logo stacks up, or you’re ready to make an update that will help you stand out from the crowd, here are six things to consider to ensure your logo makes an impact.
1) The design is simple
Be as minimalistic as possible, and make it look professional. Avoid design trends, like overly complicated shapes or gradients with too many colors. A logo isn’t a medium for creativity—it’s a way to brand your business. The logo should be something that works on its own but also pairs well with other elements of your branding strategy. You can use your logo in conjunction with complementary designs rather than identical ones, like using different colors or fonts. Think of it like a good outfit: you don’t want all your clothes to match 100%, but you still want them to fit together in a cohesive way.
2) There are no competing elements
A logo is typically a few visual elements, such as a symbol or shape, combined with a wordmark. But multiple logos can be used for a single brand, leading to competing elements. This breaks up your brand’s message by sending mixed signals and makes it more difficult for consumers to identify with you. When choosing your logo design, it’s important that each element works well on its own but also works in conjunction with others. No one element should overpower another or compete against it. For example, if you choose a symbol, make sure there are no competing symbols. If you use both a wordmark and symbol, make sure they complement each other instead of clashing. Or if you choose two different colors, make sure they don’t clash together. The goal is to have everything work together seamlessly—so no one element overpowers another or competes against it—to create a cohesive brand identity.
3) The colors pop against their background
You want a logo that does more than look good on paper. You want it to be eye-catching and memorable for your target audience—you want people to stop, stare and smile. So you need colors that pop against their background, whether it’s a white wall or a black shirt. Colors like red, blue and yellow are ideal for standing out in any crowd or amidst any surroundings. (Of course, there are always exceptions: The Coca-Cola logo is predominantly white – but they make up for it by placing it on the background of their red can.) Colors also evoke certain feelings or remind people of other elements or objects, so it’s important to pick colors that make sense for your line of work. If you’re not sure which colors will work best with your logo design, ask a professional designer for help. They can advise you on what combinations will make your brand stand out and draw attention to itself.
4) The design is recognizable from far away
A logo is your organization’s first impression and a visual representation of its brand. A great logo makes a company memorable, helps it stand out in a crowded market, and keeps it from being forgotten. If your company has a memorable logo, potential customers can recognize you from far away even if they have never heard of you before. A great logo stays on their mind, leading them to buy from you instead of one of your competitors. The design doesn’t look outdated: The world moves fast and so should your business. With new trends emerging all over the place, staying relevant means constantly reevaluating how your company looks and feels. Does your logo match up with today’s trends? Does it look like something that was designed years ago? Great logos are timeless—they don’t appear old or dated even after many years of use.
5) There is directionality in the design
A logo should have a clear visual direction. When designs move people’s gaze in one cohesive direction, it helps hold their attention longer and leaves a lasting, positive impression. If your logo lacks visual direction, however, it will not keep the viewer’s gaze long – and may even subconsciously direct them to look away.
6) Viewers want to know more about your business after seeing your logo
When you first meet someone, do you feel a need to let them know more about yourself? Of course you do! The same holds true for logos. Viewers see your logo and want to know what it stands for, so make sure that there’s some basic information about your business or brand right in front of their eyes. A great way to include all of your pertinent info is by using a tagline—it doesn’t have to be fancy or elaborate, just something that is memorable and speaks to what is special about your business.