Yes, you love your logo. But is it a good one?
6 ways to tell if your business has a great logo
There are many types of logos out there, and it is likely that you have one that you may or may not like. However, ‘like” is not necessary the key word when it comes to logos. While liking, or loving your logo is important, what matters more is functionality.
According to Merriam-Webster’s dictionary, a logo is simply “an identifying symbol.” This identifying symbol, however, has to fill big shoes as it becomes a mark that is set to represent your business. Here are some ways you can tell whether you have a well-designed, functional logo:
1. A Great Logo is Simple, Unique and Easy to Retain.
One of the key functionalities a logo has to fulfill is the ability for your market to retain and remember. A good logo mark will consist of simple shapes or lines within a minimal color palette. The more complex your logo is the harder it will be to reproduce. Also, it is unlikely that a complicated mark will stick into the minds of your customers, which lowers the likelihood of you being picked or recommended. Similarly, if your logo isn’t distinct enough, your customers might have a hard time distinguishing between you and your competitors.
2. A Great Logo Clearly Represents Who You Are and What You Do.
A good logo is able to encompass the most important aspects of your business into a single visual mark. This does not mean that your logo has to be literal, but it does mean that it has to have a meaning that represents well the core values of your business offerings.
3. A Great Logo Ages Well.
Trends are great when it comes to fashion or your hairstyle. Do steer clear of temporary fads, however, when it comes to branding and logo designs. A great logo has the ability to endure times, and as it does, it builds more and more confidence in your customers to stand by your products or services.
4. A Great Logo Communicates to Your Audience.
Understanding your audience is key when it comes to marketing, but it is also crucial when it comes to your developing a logo. Well-designed logos have the ability to speak and tell a story. You may be thinking that this is asking your logo to do a bit too much, but it is actually very doable. You have to remember, that beside the actual context of the mark, there are many other aspects of your logo that is able to communicate to your target audience. These include the color choices, the style of type face, the name, and the tagline. Ask your audience to validate the message your logo sends to them.
5. A Great Logo Works Well in Multiple Formats, Sizes and Applications
A great logo can be reproduced at different sizes, across different mediums and in different applications without losing its power. It is crucial that your logo works well on the web, your letterhead, in your sales materials and ads, as well as on digital media platforms. To attain this, your logo should come in multiple formats and variations. These include horizontal, vertical and symbol-only versions in color, reverse and black and white formats. Be sure you have a library of acceptable logo formats and variations created to maintain brand consistency.
6. A Great Logo is Used Consistently.
Consistency is a must when it comes to your brand and logo use. One of the worst things you can do to your brand is to use it inconsistently. You’d be surprised, for example, how often business owners or employees can’t find their logo and attempt to recreate it in Microsoft Word. The results are disastrous. The best way to avoid inconsistent logo use is to secure your logo files as well as to own and abide by a Graphic Standards or Branding Guidelines document. This way all who need access to your logo files can be held accountable for proper and consistent usage.
If you find that your logo lacks the characteristics of a great logo, you may want to consider a brand refresh, especially if you spend money on marketing. Ensuring that your logo is recognizable and retainable by your market is a crucial component of a successful marketing campaign.
