It may seem strange considering the fact that a logo is meant to be ‘simple’ in nature, but designing one that is effective is often very complex. While inspiration does count for a lot in any area related to graphic design, there is more to an effective logo than that alone.
One of the best ways to design an effective logo is by looking at graphic design examples of good logos and learning from them. In particular you’ll start to notice that there are 5 factors that contribute to an effective logo:
Part of the purpose of a logo is to be a representation of a company’s brand – so the more memorable it is, the better. People should be able to recall what the logo looks like without too much trouble, and connect it to the brand that it represents.
Technically this is linked to how memorable a logo is – but with a twist: If a logo can be ‘described’ in words then that automatically makes it more memorable. Think about the Nike ‘swoosh’, or Apple’s ‘apple’ and how easy it is to describe them. Try describing any logo you look at in words, and see how effectively you can do so.
Considering how central a logo is to all parts of the brand identity – it needs to be scaled. That is why intricate details don’t work well in logos, as they may be too small to observe when the logo is small.
- Identifiable in black and white
Although color is an important part of your logo and brand identity – your logo should be identifiable even when it is in black and white. Considering there will be times your logo is in print or displayed on platforms without color, it is important that it is still recognizable when it is.
No matter how abstract a logo may be, it should be relevant in some way to the identity of the brand. For example, the Nike ‘swoosh’ is meant to indicate motion by representing the wings of the Greek goddess by the same name. While that may not be something everyone realizes – it is still relevant to the brand and its identity.
All that may seem like a lot to think about – which is what makes designing an effective logo so challenging. That is why it always helps if you already have your brand concept fleshed out, and then design its identity and logo at the same time so that they complement one another. Also, considering you now know what makes a logo effective you should be able to keep an eye out for both the good signs and the bad ones.