A good logo is distinctive, appropriate, practical, graphic and simple. A great logo boils down to two things: great concept and execution.
Variations and Consistency
Most popular logos have more than one version. Think of Twitter’s logos. They have a horizontal text logo, a square logo with a lower-case “t” and a third logo with the brand’s bird mascot. Each logo uses the same shade of blue, and each is recognizable as Twitter.
Recognition and Timelessness
Successful logos immediately convey a brand’s essence. They build trust and look timeless.
Blue is the most used color in logos, followed by red. Sans serif and uppercase are common. Rectangles are more common shapes than circles or squares. Brands switch to flat logos for cross-device legibility.
Analyzing common logo traits doesn’t mean a logo needs those to succeed.
The Essence of A Logo
A logo should deliver an immediate and honest impression of your business philosophy, conveying why your brand is special.
When it comes to logos, imagery often comes to mind first—icons that become synonymous with the company they represent, like lions, crowns, an apple, or even a giant marshmallow man.
Color Significance
Color can communicate purpose or intent and is crucial to a logo. Popular logos and brands are instantly recognizable, often by their color alone. Historic logos, such as those by Rolls-Royce, Twinings tea, and Stella Artois have evolved subtly, keeping pace with trends while maintaining their core identity.
Research and Trends
Of the 50 logos analyzed for brands including Starbucks, Coca-Cola, Facebook, and Walt Disney, red and blue were the most popular colors, with a majority using no more than two colors. The design of a logo should prioritize the brand message and be informed by consumer judgments, which research shows can be made in less than 90 seconds.
Design From Expertise
Great design comes from expertise. Successful logo designs are the result of professional design services, reflecting decades of branding strategy.
Iconic Logo Design
Memorability is a common element among iconic logos. They offer a unique design, engaging feelings, and a strong message.
The Function Behind a Logo
A logo serves as a symbol to identify and promote a business. It functions as a tool of communication, conditioning viewers to associate the graphic with the brand it represents.
Insights From Design Experts
Seven design experts have contributed to identifying quality markers in good logo design. They emphasize that a good logo should function effectively as part of the brand’s broader visual identity and target audience engagement.
Creating Your Own Logo
Lastly, remember that designing a strong logo is within your reach. With creativity, understanding of the brand, and by following guideline parameters, you can design a memorable logo that stands out in the marketplace.