There are six universal attributes of a
great Logo Design:
Is it practical?
Can it be printed on scalable sizes with out being
fuzzy? Will it work in black and white format as
well as in color? Some logos designs become incomprehensible
when reproduced in newspaper ads or when sent through
a fax machine. Try blowing it up and reducing the
logo to determine its readability at different sizes.
Keep in mind too that something like 10 million
American men and a few women are at least partially
color blind. Keeping in mind that color does make
a difference. (View our psychology
of color)
Is it distinctive?
A logo design needs to be unique and effective,
simplicity is key. A design idea doesn't need to
be unique to the world, just distinctive enough
so you can market your tarket audience.
Is it graphic?
You shouldn't have to explain to people what message
you are portraying in your logo design. A effective
logo design will communicate purely in graphic terms
to the right brain hemisphere, and doesn't depend
on verbal intellectual interpretation. This is equally
true for all logo designs, whether an iconic logotype,
a wordmark or even a simple lettermark. The choice
of fonts, shape and color should effectively communicate
the essence of the company.
Is it appropriate?
Is the design relevant to your business? Is it consistent
with the personality and tone you wish to convey
about your business? The content has to be right!
An otherwise great logo will fail if the message
expressed is at odds with management intentions.
Is it simple?
Simplicity of design makes a logo easier for customers
to remember and recognize. A great logo will contain
only one graphic idea, one gimmick, one dingbat.
Thus if there's a symbol, the accompanying name
should be plain and unadorned. If it is a wordmark,
one idea or device should make it special- like
the stripes in IBM. The more unique the name, the
simpler the graphics can be. Think clear contrast
and simple shapes, with limited colors and tones.
Does it convey ONE message?
Great designs try to express no more than one attribute
and support a single aspect of positioning.
Get opinions from colleagues and from people in
your target market instead of merely relying on
your own intuition and taste. Also, use this checklist
to avoid common problems with logos:
Is it too trendy?
Think of the future and avoid being too trendy.
A good logo will last your company 15 years and
give your customers a chance to burn the image of
your logo into their brains.
If the logo uses words or letters, are
they recognizable?
You shouldn't have to explain or decipher the logo
for people.
Does it arouse any unwanted associations?
What you intended as stepping stones might come
across to others as looking like animal droppings.
If you get this kind of honest feedback, pay attention.
Are the colors appropriate?
Colors are powerful. Different colors have different
associates and can have predictable effects on your
audience. Understanding color associations is imperative!
Do you and others in your company like the logo
enough to use it enthusiastically? If not, return
to the drawing board.
Click here
to see color psycology.
