The 5 keys to a perfect logo !
A logo is the main element of a company’s brand image, as it is usually the first point of contact for most potential consumers to your company.
It is therefore important to choose your logo carefully so that it represents your brand values as accurately as possible and thus reaches consumers. That’s why it’s also important to start thinking about the graphic design and make a moodboard beforehand.
The best logos all have five main characteristics that we will detail in this article.
So, what’s an effective logo?
- Relevance
- Simplicity
- Memorization
- Versatility
- Timelessness
It is these 5 qualities that make a logo easily identifiable and memorable to all your consumers.
1. Relevance
The first quality that the best logos share is that they relate to the company’s target market. More importantly, they clearly communicate the personality and identity of the brand. A key element is the use of colour in your logo, which can evoke different emotions and show consumers the personality of your brand. Companies selling children’s toys can choose bright colours that convey energy, fun and excitement. The second important element is the font used in the logo or wordmark. Fonts help to communicate the tone and values of your brand and help to better define your personality. More angular and slimmer fonts are ideal for highlighting a company that does technical work.
2. Simplicity
Let’s take a look at some of the most prominent and famous logos in history. From Nike’s symbol to Apple’s design, simple logos are easy to recognize and remember. Simplicity is an essential part of this, as it allows consumers to remember your brand very quickly and this is the most important role of your logo.
A simple logo focuses on the most important elements of a brand’s personality. This means paying more attention to things like colours and fonts, as well as distilling ideas into their simplest form. For example, symbols are a powerful way to create simplicity, as they instil a psychological connection to a particular set of values or ideas.
The most important aspect is to communicate your brand identity using the fewest elements.
3. Memorization
Another important aspect of a good logo is that it is memorable, even the first time you see it. The purpose of a logo is to connect with consumers, to stay in people’s minds and to generate interest in your brand. When consumers can easily remember your logo and brand, they are more likely to associate it with your business.
Memorable logos combine many of the above elements, but strike the right balance between visuals and text. Most importantly, they communicate your brand’s personality and tone in a clear and consistent way. Your logo should always aim to stand out as much as possible.
4. Versatility
Finally, a good logo can be used in different ways, in different forms and in different situations. It is important to choose a logo that can be resized, printed or placed on another medium that gives your brand more visibility.
Even the best logos are not necessarily good if they become hard to read or unrecognisable on packaging or if they become distorted when placed on billboards. One of the easiest ways to make your logo more flexible is to think about the format you create and save it. Don’t forget the different colour variations for light and dark backgrounds too!
From a design point of view, keeping the clutter to a minimum and a simple design will instantly make your logo more versatile.
5. Timelessness
The best logos stand out because they remain relevant and effective over the years. It is always tempting to design a logo that mixes current design and fashion trends, but this is not always the best decision. These logos may look good now, but may need to be redesigned later to stay current. For example, McDonald’s golden arches have remained unchanged for decades!
Timeless logos focus on quality rather than quantity, eliminating many unnecessary elements and crazy ideas and focusing on what works. Another great aspect of timeless logos is that they keep colours simple and basic, ignoring gradients and massive colour palettes in favour of more selective and unique colours.
– Article written by Mathieu Romain –
