12 Most Essential Ingredients for an Exceptional Logo
Your logo symbolizes all that is your company, product, service or event. It is also the “handshake” for when you can’t be there in person, so it is vital for a business to get the logo right from the very beginning. Conversely, if done incorrectly, it will be a poor reflection on you and your business for a long time to come.
Take advantage of this exciting opportunity to breathe life and energy into your business, providing something tangible for people to rally behind. And for Pete’s sake, don’t let your niece or nephew “do your logo” unless they have the proper training and professional background. Countless brand identities have been compromised and otherwise good businesses relegated to the lowly rank of amateur status, simply because their logos looked like Sally or Joey whipped them up in five minutes on their iPod Touches.
I hope the following list helps you understand all the things that need to be considered when designing a logo. It is much better to be prepared from the outset, rather than caught off-guard later in the game, with deadlines looming and business opportunities hanging in the balance.
1. Simple
Simple is anything but simple to do. Taking a complex set of business objectives and distilling them down into one simple symbol or logotype that encapsulates everything a particular business is about, while still accomplishing the eleven things that follow, is anything but simple.
2. Unique and memorable
We have all heard there are no new ideas, just a re-hashing of the old ones. However, a first-rate designer will find a way to give your logo a new twist that makes it compelling, triggering a positive association with your business every time it is seen.
3. Don’t be trendy
It is important for logos to be current, but that doesn’t mean trendy. Things that follow the latest gimmicks and hottest trends get old really quick. Shoot for quality design that will stand the test of time — I am sure your business plans to be around for awhile, so your business image should follow suit!
4. On target
No matter how attractive or memorable a logo is, it won’t mean much if it doesn’t satisfy the business and brand objectives determined at the outset (you did take the time to do this before beginning number 1, didn’t you?). As your business identity continually reinforces your brand, it should also be emphasizing the right things.
5. Work cross-media
Logos need to work both online and in print. Experienced designers account for this in the earliest stages and design accordingly. This needs to be addressed when producing final art files, as well. Depending on the particular circumstances, it may also need to work for things such as embroidery, engraving, etching, embossing, etc. These may even require alternate logo versions to be created but not all logos are that easily adaptable.
6. Hold up at all sizes
Logos need to look good when scaled up to the largest billboard or when reduced to fit the slimmest of pens. There is nothing worse than a logo that reveals its imperfections when giant or looks like a squished bug when small. And here’s one little tip: be sure your logo is designed in vector format (if you don’t know what this is, skip immediately to number 12!).
7. Effective in full-color and one-color
There will be occasions when a logo still needs to look great when there isn’t the luxury of using multiple colors and costly inks. From low cost promotional items to fancier items such as crystal awards, metal plaques, and embossing on special papers, one-color art is required that will exploit these special manufacturing processes to the fullest.
8. Ease of use
A logo that even a professional designer has trouble using is not a good logo. Nor does it help if the usage guidelines are complex and difficult to understand. In fact, it practically guarantees that the logo will appear incorrectly more often than not, thereby fragmenting the brand.
9. Mass appeal
While I believe strongly that there is good design and bad design, logos can be very subjective and what appeals to one person may not appeal to someone else. In fact, many people seem to enjoy shooting down logos as some new kind of blood sport. A quality logo, charged with functioning effectively in the world of commerce, should appeal to more people than not, leaving a positive impression that drives business.
10. Fit the big picture
A logo, no matter how good, is only one component of any comprehensive branding program. It should fit seamlessly with the overall design strategy, ideally forming the foundation of a cohesive program that speaks with one, powerful voice. In the best of situations, the logo provides the visual impetus from which everything else is derived.
11. On budget
Whether you are a fledgling startup or a huge mega-brand, there is a designer or agency that fits your needs. An expert designer will partner with clients to arrive at the best solution, while working within the available resources determined at the outset.
12. Hire a professional
To ensure that the 11 steps articulated above are taken into full consideration, work with a professional designer or agency. A professional will partner with you to create the right logo for you and your business. It will save time, headaches and money in the long run, and be one of the most important investments your business can make. Designers and branding experts enjoy seeing their clients succeed as much as the clients themselves — pick one you trust and see the results for yourself!
If accomplishing all this in one logo seems a bit like standing on your head, chewing gum and rubbing your tummy all at the same time, it is. Only more difficult.
Logos are widely misunderstood and their simplicity can deceive one into thinking they are easy to do. But if you look at the list above, I think you will see that a good logo which may look simple on the outside, is anything but simple on the inside. In fact, most designers consider logos to be among the most difficult of assignments.
So, what has your experience been with logos? Are you happy with yours and has it been effective for your business? Is there anything you would have done differently?
Featured image courtesy of Paul Biedermann, re:DESIGN
Paul Biedermann
Paul Biedermann is Creative Director/Owner of re:DESIGN and Managing Partner/Editor-in-Chief of 12 Most. re:DESIGN specializes in Strategic Design, Branding, Visual Content Marketing and Communications. Creating brands of distinction for profitable market advantage, he intersects smart design with visual business strategies that reach, engage, and inspire people to action. Paul is Co-Host of the popular online chat, My Book Club, hosting best-selling business authors and serves on the Board of Directors of the Social Media Association. He began his career at ABC Broadcasting before moving to a design agency that created innovative campaigns for ESPN and then becoming Art Director for NFL Properties. As Creative Director for The McGraw-Hill Companies, Paul spearheaded projects for such leading brands as Standard & Poor’s, BusinessWeek, J.D. Power and Associates, Architectural Record, and McGraw-Hill Education.
40 comments
2 Like
You definitely breathed new life into our brand, Paul! One of the most dramatic changes that occurred after the launch of our rebranding effort, was that our site immediately seemed more entertaining.
The old site was fun, too, but the problem was that the logo didn't accurately reflect the experiences that users were having -- so it was incongruent.
And now? Ka-POW!!
@danenow Thanks so much, Dane — and you are a shining example of a business owner who gets it! You partner with designers beautifully to get the best for your brand, providing just the right kind of input and feedback required without ever taking over control of the design yourself. It’s about trust. Ka-POW!!
1 Like
@danenow Oh snap! You know I love your new branding Dane! The new avatar absolutely pops. (still jealous, in a you are fab way) And it makes all your hard work shine on your blog and Facebook page.
@JatalieDesign I do social media for a B2B deal site @BizSaves we bring SMB's together w/ larger businesses and help both parties grow!
I write commercials for Radio and one of the questions I always ask clients is "what is the ONE thing..." you want to do, be known for, you want to sell, etc. I'm looking for the tip of the iceberg to their business. Such is the work that goes into a logo. #1 is the hardest. That distilling process needs to be honest and brutal. That's where (if one can afford it) #12 comes in handily. Sometimes you need outside perspective. Having said that, a pro is not always affordable. While I'm not a designer, I appreciate good visual/graphic design and I've found a book that helps train the eye. It's called "Design Basics Index." That might help the fledgling biz owner come up with a good logo on his/her own.
@mtshawaii I would suggest taking a look at #11 and trying that first — I think one might be surprised at just how willing many professionals are to work with clients of all budgets.
@JohnTorresII TY for the mention, John. I am in Web design & development. What kind of business are you in?
@JatalieDesign Cool article on logo's. A simple logo that says a lot can be huge to a company, what kind of business are you in?
1 Like
Love your post Paul!
I think that #2 Be unique and memorable encapsulates it for me. So much work goes into design that is unseen, art can't be rushed and is subjective. Lots of interesting things to think about!
Peggy
@PegFitzpatrick Absolutely, Peggy! Being unique and memorable is key to any successful branding program or larger brand story — whether personal or business. Too many people are simply more comfortable fitting in with everyone else when they should really be making an effort to stand out.
1 Like
The key to encapsulating these ideas is really #12 - you have to find someone who knows what they're doing. Recommendations and referrals are a great start to finding a designer you can trust - but you (the company/the brand) also have to be able to articulate your needs in order to get what you want. Many Photoshop masters have died on the pike of bad direction! Clarity and collaboration is needed in order for the designer to really succeed, wouldn't you agree? Love what @SteveWoodruff had to say - was that the designer's fault, or the client's??
@westfallonline Chris, you raise some excellent points. Companies and brands (clients) are just as critical to the successful outcome of these projects as the designer or branding agency. Each has their role and exceptional work only comes from exceptional partnerships. Oftentimes, the agency is blamed for a failed project but what was the client’s role in that failure? Was the agency’s expertise trusted or were demands dictated from above? Trust is certainly key.
@1ad_dad I agree — there is a dichotomy in that design is both bigger than ever and more devalued than ever. But it is also more important than ever in that it helps clarify complex messaging to aid in clear communication, and then drives those powerful messages right through the clutter.
1 Like
@PaulBiedermann Absolutely. I am right there with you. We are so inundated with media that consumers require ideas that are quick reads and easy to understand. Clear direction in communication. SImple + smart and effective.
@dinodogan Thanks, Dino! I know — we are talking about something visual here so it would also be nice to see things, but this post was not intended to open a huge aesthetic debate which would have surely ensued (see #9). On the other hand, I don‘t think links would have allowed for the proper explanation required.
2 Like
Amazing post Paul!! It gave me an exceptional list of must haves for my business! Thanks for rockin' The @12Most !!
@thedomesticexec@12most Glad I could help and thanks for the kind sentiments, Michelle!
1 Like
Great post. Timely as we are in the middle of doing this for 12 Most. Logo's are tough because they have such identity with a brand. A good one gets noticed and an average one just blends in. Bad one's are an anomaly in themselves.
Thanks for the great contribution.
1 Like
@danielnewmanUV In short, the world needs more good logos (along with peace and love, of course)! There is far too much run-of-the-mill and/or visual noise.
1 Like
Paul, you nailed this big time. Even huge companies can make appalling choices - perhaps the worst example is what Altria did with its color scheme (how reproducible is this?) http://en.wikipedia.org/wiki/File:Altria_logo.svg
@SteveWoodruff It's not meant to be unique nor care about reproduction. It's just pleasant. It's meant to look pleasing at first sight, like a rainbow of nature, and then fade into the background: exactly what Altria, formerly Philip Morris Companies, probably wants it to do.
Funny enough though, now that I look at it... It sort of reminds me of a pixelated cigarette (bottom right), lit and eschewing flames (top right) against nature to the left.
@SteveWoodruff That’s a tough one isn’t it, Steve? You’re right, no one is immune to making bad logo decisions and big companies are just as susceptible to this as the smaller ones (Gap fiasco anyone?).
1 Like
Great post and I agree that you can't take an effective logo (nor the effort that goes into designing one) too lightly! Thank you, Paul!
@pbehnia It’s sometimes easy to overlook the “little things”, but that can often be a huge mistake. Thanks for visiting, Parissa!
Trackbacks
Let’s be social!
Categories
12 Most Recommends
Fantastic Sams Coupons…
[...]right here are a handful of links to places we connect to because we believe they will be worthy of browsing[...]…
[...] Resource: 12 Most Essential Ingredients for an Exceptional Logo [...]