I have a question for my readers today.
Nike. Apple. Pepsi. Twitter. What do these brands all have in common?
For one thing, they are all highly successful and respected. For another, they all have great logos.
It’s no stretch to say that an effective logo can do a lot for a company. A logo functions as a visual signature of the brand. It establishes the company’s identity, tells your audience what you’re about and what you offer them. I am a professional it takes my mate and I about 2 days to craft an industry level logo design even on our best days.
Think of the examples stated above. Virtually everyone can recognize the companies behind the logos – even without seeing their names. Recognition breeds familiarity, and people familiar with a brand are more likely to use their products or services.
The power of the logo is clear. What may not be so clear is what goes into successful ones, since there are many logos that are not very effective or memorable. I’ll show you what makes a great company logo.
Most of the time, the most effective logos are very simple. When people see these logos, they may be busy. They could be on the way to work, shopping at the mall, or doing something else that requires them to be on the move or otherwise occupied. A simple logo can be recognized right away, no matter how busy people are.
Very few successful company logos resemble each other. How many other restaurants have you seen with McDonald’s famous “golden arches”? A great logo sets the company apart from its competition. In contrast, a logo that mimics or even slightly resembles another will remind customers of your competition.
Effective use of color. An effective logo makes efficient use of color. You’ll usually see very few colors in successful logos, around two or three, to keep the logo simple. How the color is used plays a big role, too – colors convey ideas and feelings. Green, a nature-oriented color, is great for an environmental organization but not ideal for a restaurant.
Effective use of shapes. Everybody can recognize shapes such as circles and triangles, since they appeal to the logical area of our brains. Therefore, great logos tend to incorporate basic shapes to gain association and recognition. The five interlocked circles easily make us think about the Olympics whenever we see them.
The Coca-Cola logo is an example of a logo that has not changed much over the years. This sort of consistency lends credibility and dependability to a company. Great logos require little change, if any at all.
Identifies with the audience. A sharp-edged, monochromatic symbol wouldn’t match a company that specializes in toys for small children. On the other hand, a colorful and soft-edged label would fit it perfectly. A great logo will help customers feel or think in a certain way that aligns with what the company offers. If your label reminds people of hot days spent enjoying a cool beverage, they will be more inclined to buy your brand of soft drink.