ESSENTIAL QUALITIES OF A GREAT BRAND LOGO
A great brand logo should be memorable, like the flag of the company it represents. What we see is the final product of a design process, and it looks quite simple but many elements should be in synergy to make a great one. The most important thing for a logo is meeting the needs of clients -- it should be timeless but at the same time not out of the current styles and trends.
The common opinion is that most effective brand logos are simple, unique, and monochrome goes well on the market, followed by red and blue. But there is more to it. In a market flooded with similar products, branding and logos are here to differentiate companies one from another. The companies are telling us a story to provoke an emotional reaction, it is a factor that makes us buy a certain product. Identification of consumers with the brand values can determine the success of your brand over time.
Criteria you should follow to ensure your brand logo has all the predispositions for success:
Your logo will be shown across the web in different applications and media, therefore it is important to take care of a format and color. If you want to stand out with the shape and let your audience focus on your brand identity rather than a color, a monochrome logo could be the right choice.
Playing with design elements cleverly and uniquely is what distinguishes you from similar brands. A great logo design will spread virally, and is there a better advertisement?
2. Replication & Memorability
The best way to achieve memorability is, again, to keep it simple and clear. And replication goes hand-in-hand with it. One thing that makes a logo recognizable is how easy can it be recreated, or drawn by hand. A great example is the three stripes -- you immediately know the company, and you can replicate the logo by the memory. When consumers are familiar with the logo, it creates an emotional chord.
When creating a logo, you must not forget about the target demographic -- simply explained, the logo should be appropriate and connect with the intended clientele. Making the market research to understand your audience better -- their age, hobbies, education, and values they are looking for in a brand -- is way more important than knowing what the company does at the first sight.
Following trends is not necessarily a bad thing, but you should be aware that they come, and go. And you don't want it to happen with your brand. If you want a long-lasting, meaningful relationship with your audience then create a logo that will stand the test of time.
Just take a look at some of the most recognizable companies in the world -- their logo hasn’t changed significantly over the years -- and you’ll know what timelessness looks like.
5. Alignment with the needs of clients
There is no point in having all the elements aligned if there is no match with the vision of your clients. The first step should always be an intensive design brief or interview with the client.
Even the designers know what should work the best, it is always a subjective, even emotional process for the company founders. In deal circumstances there should be a balance between the professional, creative ideas and subjective taste -- it is on designers to convince and sell their expertise.
Whether you are a graphic designer or looking for one, you are aware of how seductive and powerful visuals can be. It is one of the reasons for modern companies to enter the global market prepared, with polished websites and logos. Thinking of the brand heritage in advance, of its moods and expressions is necessary for creating a brand identity.
As Sir Richard Branson, an example of both corporate and personal branding summed it well for the Forbes -- "Branding demands commitment; commitment to continual reinvention; striking chords with people to stir their emotions; and commitment to imagination." And these are the things your brand should strive for -- with the help of a great logo.