The single most important design choice any company can make, regardless of what industry they are in, is their logo design. An effective logo is much more than just a graphic image carrying the company name. A well designed and effective logo is a graphic representation of your organization. For the general public, logos become a facet which will receive more public recognition than any other aspect of the company. When business is good, most consumers won’t see the employees who put in extra hours or the new machinery that was purchased to increase production. However, even for those in the general public who do see the bigger picture, like shareholders and investors, having a logo that portrays the future success of a company is still very important.
A great logo will be a representation of everything that a company stands for, while a poor logo will misrepresent that organization. This is why it is imperative to find a designer that knows how to communicate the complexities of a large system through the medium of subtle nuances. Such a tedious task is no trivial matter and requires years of experience to complete effectively. Here at Creative Expressions, our designers have the knowledge that can only come from years of experience. While each designer has a unique style that is as diverse as their personalities, there are a few simple guidelines which all designers should consider when working on logos.
Here are some general design principles that contribute to an effective logo:
Simplicity is the name of the game. In order for a logo to be easily recognizable and transferable to several different mediums: it must be simple. Simplicity is inclusive, it creates a culture that invites others to participate. Complexity is exclusive, it challenges audiences through an ultimatum. Simplicity lends itself easy to memory and acceptance. While complexity can be confusing and alienating. It is important not to confuse simplicity for an excuse to be trite or cliché, which are traits that do not contribute to an effective logo design.
If a logo is simple, it is already on its way to being memorable. However, simplicity is by no means the determining factor in memorable. While simplicity works great for the consumer, it is a hard constraint set upon designers. Only the most knowledgeable designers can solve the deceptively simple task of making something seem simultaneously commonplace and unforgettable.
Even if a logo is simple and memorable, it won’t be fulfilling its purpose if it inaccurately portrays a company as being behind the times. While some companies might market themselves as classic or old fashioned, no company wants to be labeled as being out of stride with their potential customers. In order to avoid this, designers must be up to date on modern design techniques and educated on the history of design. Applying this experience allows expert designers to create logos that are both classic and ageless.
Versatility means that your logo represents several aspects of your company in many different ways. This allows the logo to be incorporated in ad campaigns that target many different audiences. Furthermore, having a logo that looks great on a sign, in print, on a webpage, and as an email tagline means better brand recognition. When a designer is able to make a simple and memorable piece versatile, it means that designer thinks ahead. It also means that they are seasoned experts in subtlety, allowing them to communicate large amounts of information through sparse symbols and careful stylization.
Appropriateness depends upon things like target audiences and company culture. Great designers will be able to work with clients in order to determine what institutions make a company unique, but are also appropriate for their target audiences. There are many ways to make a logo simple and memorable, without also being appropriate. However, without all these design principles working in tandem, a logo just isn’t effective.
What Makes a Successful Logo?
So, what makes an effective logo? The simple answer to this question is a great designer. However, a great designer should have an underlying set of rules that govern their design practices. The above list is a general set of principles which many experienced designers incorporate into their work. If you’re looking for an effective logo that will contribute to your company’s success: don’t hesitate to Contact Us. Here at Creative Expressions, design isn’t just our work– its our passion.