7 essential elements your logo should have
1. A logo should be simple
2. A logo should be memorable
A logo should be simple enough that people can easily remember it or recall what it looks like otherwise, your logo is not doing its job.
A memorable logo is usually easy to describe, think about the following:
- MacDonalds is a yellow ‘M’,
- Nike is a ‘checkmark’,
- Apple is a bitten apple.
3. A logo should be flexible
The best way to describe a flexible logo is by asking yourself if it will look just as good on a big billboard as it does on a small golf ball. A logo should work well in different printing formats like a business card, flyer or company profile, and marketing materials such as t-shirts, caps or even stationary.
Logo flexibility should also take into consideration the background it might be placed on such as light, dark or even mulit-coloured backgrounds.
4. A logo should use appropriate colours
Choosing a colour or colours for your logo can communicate much more about your company than you might think. The colour/s of a logo can reinforce the message, personality or mood of your company.
So before choosing a colour/s, first think of the message you would like to communicate about your company and evaluate what colours would express your message the most.
- Red: Power, energy, passion, love and danger.
- Yellow: Hope, optimism, cheerful, warmth and happiness.
- Blue: Trust, security, order, clean, strength and reliability.
- Orange: Energy, balance, creativity and enthusiasm.
- Green: Nature, health, eco-friendly and money.
- Purple: Mystery, royalty, femininity and glamorous.
5. A logo should be Timeless
6. A logo should use quality typography
Typography is an art in itself and should be used correctly in logo design.
Again, you should ask yourself what message would you like to communicate and use the appropriate typeface. Serifs communicate a sense of dignity and power. But sans serifs can convey different feelings depending on the character of the face, it can be stable, creative, childish or classic.
It is important to take size, letter spacing and font thickness into consideration when choosing your fonts and keep in mind the marketing material you might want to use in future.
7. Your logo sets the pace for your brand creation.
Your text and graphic symbol, the colours that you use and typography that you choose will set the pace for your brand creation and will also form part of your branding moving forward. Your logo and the above-mentioned elements will flow into your corporate identity (business cards, letterhead and email signature), your website, marketing material, online and social media platforms.
In conclusion, it is important to remember that you only get one chance at a good first impression, so if you are serious about your business – then be serious about your logo design.
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