What Makes a Great Logo


A logo is a visual representation of a company’s identity. It is just one element of a brand but is extremely important. A logo can encompass company values, projections, and even evoke emotions from customers. Consider Apple’s logo and their mission to encourage its customers to ‘think different’ – it’s a visual concept that extends far beyond a single icon.

When we work with companies to develop a logo or rebrand, there are elements that we consistently encourage. Your business logo should be unique and a representative of the brand but should have a few common denominators.


Consider your Ideal Customers


One of the most common mistakes that we have to ‘debunk’ with our clients is that equally, if not more, important than how you’d like to see your logo is how your ideal customers will perceive it. Business owners or marketing teams generally have a concept for the brand but it is vital to allow current and potential customers to play a role in giving feedback to help shape the final logo. We always want our clients to love their logos but we also want their logos to resonate with their customers so that their business will grow.

Pro tip: If you are not familiar with the concept of an ideal customer be sure to check out this blog post


Design with Intention


The design should have the heart of the business in mind. Your logo will represent the first impression many people have of your business. Companies should be confident about the message and perception that their logo sends. Just like a firm handshake can leave a great impression or seal a deal, so can a logo. Your designer should be asking questions such as: Is your business traditional or progressive? Where do you see the business in 5 years? Are you building a business to exit?


Keep Things Simple


A company logo will need to be easily recognizable and look great on a variety of applications, so simplicity is key.  You will likely have a horizontal, stacked and icon version of your logo to fit different format or placements. It needs to easily translate onto items such as a pen or a billboard and be recognized within seconds. An overly complicated logo will not encourage quick recognition. Simplicity allows for versatility.


Make a Statement in a Single Color


Since logos need to be used in a variety of ways, ensure that it is striking in just black on white before delving into color. There will be circumstances when your logo will need to be displayed in a single color version due to the background. We want to ensure that it remains easy to recognize and visually appealing.


Carefully Consider Colors


Color study is important in understanding what emotions people experience when looking at different colors. Different shades of colors can bring about different feelings or interpretations. For example, a soft baby blue and a striking royal blue will create much different connotations for customers.

Pro tip:  If you are needing to create an international brand, consider other color theories. Colors can mean different things to different people groups around the world.

Creating a logo should be one of your company’s first steps in developing a brand. If your business needs a new logo, set a free consultation with NWA Brand.

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