Author: DANIELLE FLEMING, Creative Manager A logo is the most visually representative aspect of a company. It is the single most visible component to a brand and has a huge impact on the company’s marketing. But how do you make a well-designed logo that is truly effective and adds value to the company’s overall marketing strategy? Here
Author: DANIELLE FLEMING, Creative Manager
A logo is the most visually representative aspect of a company. It is the single most visible component to a brand and has a huge impact on the company’s marketing. But how do you make a well-designed logo that is truly effective and adds value to the company’s overall marketing strategy?
Here are four key components of an effective logo:
1. It has a meaning.
First and foremost, your company needs to have a concise message that you want to convey to your customers. That way, when you are initially brainstorming ideas for your logo, you are picking symbols, typefaces, colors and shapes that reflect the concise message that you have in mind.
For example, take the AmeriCare Health logo that Dream Factory designed in 2011. AmeriCare’s main message as a medical supply company is “Freedom to live your way.” Therefore, we incorporated an American color scheme and an abstract eagle wing to represent this message in a subtle, yet effective way.
2. It is simple.
Keeping it simple ensures that your logo will be recognizable. If it is relatively uncomplicated, it will not only be readable on a billboard to a car passing by on the highway, but will also easily be seen on packaging placed on a store shelf, stand out inside a busy store, and really pop in a fast 30 second commercial spot.
Here is a fantastic example of a logo that was kept simple but is still highly recognizable – the ProsActive logo Dream Factory created back in 2008.
3. It is versatile.
Not only does your logo have to look good, it needs to be versatile across a range of mediums and applications. For this reason you have to create your logo in vector so that it can be utilized by the company and your marketing team no matter the color printing or size needed.
The Dream Factory logo below shows that when it is selected in a design program it has anchors all over it indicating that it is a vector object.
4. It is fitting.
A logo should reflect your company’s culture and values. The use of color, patterns, style (illustrative, grunge, techno, Web2.0, etc.) and typography is imperative to getting your company’s personality across. Each element helps establish the culture and in-turn the brand of your company.
In 2012, Dream Factory designed the logo for a kindness lifestyle company, Be Kind. Feel Good. The handwritten typeface and the friendly dandelion icon made out of hearts truly got across that Be Kind. Feel Good. was an authentically friendly company.
It’s evident that these four simple characteristics of a logo can really shape how effective it really is. Go ahead. Take a look at some of the most iconic and recognizable logos out there and see how they follow these guidelines. Whether trying to develop a new logo for a new company or simply evaluating your current logo, these four qualities can help you see how effective the logo can be.