Your logo is the face of your business. It appears on your website, business cards, signage, invoices, vehicles and social media, often before a customer has had any other contact with you. A good logo won’t make a business successful on its own, but a poor one can make an excellent business look amateurish. So what separates a good logo from a forgettable one?
It’s simple
The most effective logos are usually the simplest. A clean shape and clear lettering are easier to recognise and remember than a detailed illustration. If your logo needs a close look to make sense, it’s probably trying to do too much.
It works at any size
Your logo needs to look just as good as a tiny icon on a phone screen as it does on a large sign. Fine lines, small text and intricate details tend to disappear when shrunk down. A good designer will test your logo at lots of different sizes before it’s finalised.
It works in one colour
There will be times when your logo has to appear in a single colour, such as on an embroidered shirt, a rubber stamp or a newspaper ad. If it only works in full colour, it will let you down. We always check that a logo holds up in black and in white.
It suits your business
A logo for a children’s centre should feel different from one for a law firm or a builder. The fonts, colours and overall style should reflect your personality and appeal to your customers. It doesn’t need to show exactly what you do; it needs to feel right for who you are.
It stands apart from competitors
Look at the logos of other businesses in your area and industry. If they all use the same colours or the same kind of symbol, doing something different helps you stand out. Being original also avoids any chance of confusion, or legal trouble, down the track.
It will last
Design trends come and go. A logo built around this year’s fashionable look can feel dated surprisingly quickly. Aim for something that will still look good in ten years rather than something that looks trendy today.
Get the right files
When your logo is finished, make sure you receive it in all the formats you’ll need, including high-resolution and vector versions for printing and signage, plus web-friendly versions. It saves a lot of hassle every time a printer or sign writer asks for your logo.
Thinking about a new logo or a refresh?
Whether you’re a new start-up or an established business whose branding needs updating, we can help. Take a look at the companies we’ve worked with on our graphic design page, then get in touch.
