The process to create a professional logo is complex and subjective, the result depends of the graphic designer creativity and knowledge, it is important to understand that the main purpose of your logo is to create a connection between your brand and clients and not to satisfy a personal taste, if you understand this principle, it could be easier for you to judge your logo, or even you can analyze the strategy that you are using to promote your product or service, if you don’t have a logo yet, this is an excellent guide to get excellent results. Here is a list describing some common principles applied by professional graphic designers and advertising agencies to create iconic and recognized logos.
1. Your logo should be Simple
Simplicity, this is the most important rule to communicate our ideas, We are exposed to tons of information every single day, everything must be simple to get our attention and the logos are not the exception, simple logos are recognized immediately, the color is another important aspect, usually a good concept looks amazing in black and white, the shape by itself should send the message to your clients and prospects, Logos with more than 2 colors and special effects or shadows, become weak and useless in small applications such as favicons and apps icons.
2. Your logo should be memorable and understood for everybody
The human capacity to remember is an important detail to be considered to create your logo, a good concept is usually placed in your head at first contact, this value makes it memorable. The shape of a logo is an important part here, logos with details and complex shapes are hard to remember and the brand identity usually get lost, if you see the Target logo above, you don’t have to look twice to put it in your brain, even you don’t need to be an artist to draw this logo on a piece of paper, which means this brand is been positioned really good in your head.
3. Your logo should be proper
A logo shouldn’t explain what the company does, if you sell shoes, you don’t need a shoe in your logo, the most important objective is to transmit feeling and emotions, the logo should inspire to your clients to think in your brand in the way that you want to be recognized, that is why before create a professional logo you should keep in mind what is your niche or ideal client and what do you want to communicate, for example take a look to the BMW logo above, it is luxurious, classic, elegant. This principle will help you to identify some issues in the way you are presenting your company, maybe you have a great and modern logo with a sportive style for a company that produces classic furniture.
4. Your logo should be timeless
Being timeless means that your logo is so perfect that it doesn't need to be redesigned to get the same impact in future years. Products and services every day are better and competitive, but a company that wants to be in trend with the latest fashion in logo design might think they should change their logo every year, but that is a grave error, the customer hardly learned the logo and got use to it in a year, for example the Coca-Cola logo was introduced in 1887 and it has never been modified.
5. Your Logo should be able to Use on a variety of formats and media
The way how your logo is presented and displayed is really important, if you want recognition this is a fact that you should keep in mind, in the past the marks, logo or trademarks were used only in printed material, but these days everything has changed, a professional logo should be clear enough to be used in print, in a very high-resolution, apps, banner, business cards, T-shiert and even movil advertising.
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