Technology has made it so simple to make a “logo” such that anyone can just go to the internet and use one of the free logo design software to come up with a design. But are these designs sufficient enough to be called a logo? NO is the glaring response! There is more that goes into an effective logo design than using software in bringing texts and images together then calling it a logo.
It should be understood that a logo is a crucial branding component of every business and as such, its creation should be approached with the respect and the professionalism it deserves. Good logos are products of great inspiration and masterful skills of professional designers who know what it takes to use images, text, fonts and color to influence emotions of the target audience and make them fall in love with a particular brand. With that said, what then exactly defines an effective logo?
An effective logo should be simple. It should be easily memorable to the target audience of the business so that they can always remember the business whenever they see the logo. This is beneficial when it comes to the long term branding of the business. A complicated logo, on the other hand, is not just difficult to design and produce, but also, it is likely to confuse the target audience and thereby lack the ability to pass the main marketing message effectively.
An effective logo should essentially act as the absolute pitch to the potential clients and partners of the business so that they will be ready and willing to engage the business for their products or services and this can’t be achieved unless a simple logo is used.
An effective logo must also be distinct from what is already present in the market. The marketplace is cluttered with millions of logos all seeking the attention of the same clients. Though challenging, having a distinct logo will elevate the business from the crowd and make it noticeable and eventually help the business in branding and attracting more customers.
A generic logo, on the other hand, will do nothing but get lost in the crowd and will never bring any worthy benefits to the business. Therefore, if you want the best results with your logo, you must make it different in design, color as well as taste from what the consumers are used to seeing in the market.
Back in the days, there were limited channels through which business could get exposure. But in the current digital times, there are a plethora of avenues for businesses to market and let their brands be known to the masses. Since logo is a core branding component for many businesses, an effective one should have the versatility to be used across the various marketing and advertising channels.
In other words, the logo should be available for use in many applications. For example, it should be used perfectly well in print media, on mobile screens, websites as well as on various branding materials such as pens, books, and t-shirts amongst others. If it does not have such versatility, then it can’t be described as an effective logo.
Certain designers have become masters of fad when it comes to logo design. This is a shallow mindset in logo design, and it should never be adopted by any serious professional logo designer. It is not to dispute the use of recent trends in logo design, but an effective logo design should be based on solid design principles. While trying to adapt to some of the modern trends, the logo should remain timeless by being effective years after the trend is long gone.
In this manner, it will help in creating consistency in the branding efforts of the company as opposed to when a redesign is imminent after a few years because the trend upon which the logo was based is over. Therefore, with ever effective logo design, the aspect of timeless must be ensured.
Finally, an effective logo must be targeted to the specific audience of the business. Every business strives to meet the needs of a very particular demographics in the population. The logo should thus be designed in manner that it will manage to get the attention of the target group. This is achieved through the various elements used in designing the logo.
While ensuring that the logo is well targeted, special attention should be given to components such as the symbols, shapes, color and the typography used in designing the logo. Otherwise, a general logo will do nothing but waste the company’s advertising and branding resources.
Observing the above when designing your logos will ensure that you end up with an effective logo at all times. They are the things you need to develop outstanding logos to help any business in marketing and building a strong brand.