A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message. A logo should be able to be printed at any size and, in most cases, be effective without color. A great logo essentially boils down to two things: great concept and great execution.
Five Principals of Effective Logo Design
What Makes a good logo?
Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn.”
Following closely on this principle of simplicity is that of memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.
An effective logo should be timeless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years? Trends come and go, but where your brand identity is concerned, longevity is key.
An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size.
Is your logo still effective if it is printed:
•In one color?
•In reverse color (i.e. light logo on dark background)?
•The size of a postage stamp?
•As large as a billboard?
How you “position” the logo should be appropriate for its intended audience. For example, a child-like font and colour scheme would be appropriate for a logo for a children’s toy store, not so much for a law firm. In contrast, a corporate company would use a more professional, modern font and colour.