Studies found that customers with an emotional connection to a brand have a 306% higher lifetime value to a company than customers just satisfied with a brand. Those emotionally connected also stay with a brand longer and recommend brands at a much higher rate.
Great logos capture public attention, establish and maintain an emotional connection, and link branding efforts.
When your logo contains all traits of a great logo, your business gains visibility, achieves competitive capacity, develops business growth, and keeps customers loyal.
You, too, can make a great logo! Read further and check out my other post on essential logo design tips to learn how.
Traits of a Great Logo According to Design Experts
Call to mind a well-known logo. Why does it work?
For most, the “M” or arches of McDonald’s comes to mind, as does the smile-like nature of Amazon’s arrow logo and the swooping check that represents Nike. These logos are recognizable and unforgettable. If you are designing your own business logo, you may wonder what traits to include.
Let’s consider what the BBC reports about the insights from Sagi Haviv, a partner at a reputable graphic design firm. This firm handled some of the most notorious logos that most of us find dynamic, like the logos for NBC, National Geographic, and Chase Bank.
In their article, the BBC shares Haviv's explanation of a good logo. He believes a logo includes the following characteristics:
Simplicity
Appropriateness
Memorability
Others feel that a good logo also includes these traits:
Versatility
Sense of timelessness
This article and other articles in this blog and the social benge blog provide tools for creating your own great logo. Next, let’s dive into the features mentioned above, and discuss logo design suggestions for each.
Making Your Logo Appropriate
To incorporate this trait, think of your business, your target audience, and the market in which your business sits. Here are some ideas:
Express The Value of Your Business
An outstanding example of logo expression is the Amazon logo. The logo expresses that the company sells everything from A to Z (the arrow connects the two letters). It also represents the smile that customers experience by shopping on the Amazon website (the arrow becomes a smile).
What do you want the public to know about your business?
Appeal to Your Audience
Align the design and style of your logo with your audience’s appeal. For example, if your audience seeks a company providing elite services, a sophisticated design might entice.
Alternatively, if your audience follows a down-to-earth company, a glitzy logo is obviously not your best bet. In that case, one might consider a welcoming, kind, or personable logo instead.
Align with Your Audience
Match your logo to your market. If your logo is not applicable to your market, it is not fit to represent your business.
Consider the logos of competitors, see who succeeds, and understand why. Then, create a logo that is unique in your market. This helps you stay competitive and stand apart.
For example, think of ExxonMobil and Marathon. They both have bright red in their logos. Red suggests power, draws attention, and shows from a distance.
The BP logo differs. Their logo is a bursting green flower and the letters “bp” are small and placed up in a corner, showing the company’s popularity and ease of recognition. Green suggests their commitment to environmental concerns. These features help BP assert their uniqueness and benefit.
Making Your Logo Uncomplicated
Our attention reroutes in a matter of moments. People do not want to decipher meanings, nor will they take that time. Check out the following guidelines:
Refrain from too much detail in the imagery or text
Keep everything easy to the eye and depicted well
Make the weight of the logo size and its design style balanced on both sides
Veer away from too many colors, severe color contrast, and extreme brightness
Audiences retreat from logos that are not straightforward. To make your impression fast and furious, keep everything clear.
Making Your Logo Versatile
Some graphic design and design best practices help with logo versatility. Here are some tips:
Guarantee That Your Logo Looks Great on All Devices
Check your logo out on phones, tablets, and computers. Devices vary in size, so the quality of image resolution is important. Also, determine if your logo shows nicely on a variety of device brands.
Confirm That Your Logo Looks Great Alongside Other Media
Remember that your logo will rest in a variety of forms of digital media and print forms. Your logo appears on letterhead, business cards, your website, and more. Make sure it matches the other colors and styles of all other media.
Guarantee The Clarity of Your Logo Offline
Check if your logo is identifiable when small and crisp when large. Notice if it looks great in print form or if it looks too fuzzy.
Making Your Logo Timeless
You want your logo to endure social and economic changes and business developments through time. Otherwise, you risk the need for future changes.
Logo changes might occur for good reason. Remember that if you change your logo after public viewing, you risk the loss of recall of your logo, brand, and business. Here are key points to keep in mind:
Consider Your Business’s Developmental Needs
Your logo does more than draw customers and clients in. Your logo helps people stay with your small business. It also encourages them to follow your brand through time. You want others to remember your logo in the future and continue to share your brand online.
For this reason, try to project how your business might progress through time. Consider whether this logo will withstand the possibility of future changes of your company and your products and services.
Try to Make Your Logo Clever
If possible, use creativity and ingenuity that will quickly impress and promote recall. My blog post on essential logo design tips will inspire and guide you when creating and when revising.
Think Beyond Current Logo Trends
Some logos develop well with technological changes.
Consider again of the Amazon logo. The logo started as a visual image only. Later, the company enhanced its logo and incorporated moving dynamics. Now, in TV ads and online, the smile-like arrow moves from one point to the other, drawing that arrow or smile in actual time.
Will your log adjust as technology becomes more advanced?
Making Your Logo Memorable
As mentioned above, a logo that establishes an immediate emotional connection to your brand is powerful.
A memorable logo is one that is noteworthy. It stamps in everyone’s memory. This feature is hard to attain. Here are some tips to help:
Think of the Emotions You Want to Evoke
Is your company fun and playful? If yes, your logo might make the public smile and feel happy. Is your company elite and sophisticated? If yes, express how your product or services make them special.
Don’t Fret: Designing Your Own Great Logo Is Possible
Proper logo design is important for your business. Great logo design takes much effort. Incorporating all the traits of a great logo is a challenge.
There is no need, however, to get discouraged. Remember that, as a business owner, you already possess the skill and talent to generate ideas and make things happen!
Reach out if you need help. With information and guidance, you can and will get the amazing logo you want and need.
Written by Catherine White as an intern content writer at social benge.
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