If you are going international, you may also want to look at what colours mean different things to different cultures.
Other considerations are for what colours work well together – you’ve probably heard the phrase red and green should never be seen, this is a direct reference to the fact that these colours don’t work well together in certain hues.
This takes in font, layout and colour – is your logo easy to read, identifiable and needs no explanation.
We often use the phrase; a good logo should work on a golf ball. This refers to both the size and the fact a golf ball’s surface is uneven.
It’s not a deal-breaker, but it makes you consider your logo design properly.
Usability & Accessibility
Clarity leads us nicely into these two. Font, colour, layout and clarity make your logo usable and accessible to people with visual impairment or other needs.
Always consider everyone when it comes to the design of your logo – don’t make it so intricate that it’s not accessible to certain people.
This is the one we focus on a lot here at Toast.
Simply put, is your logo appropriate for your target market and your business.
It may sound like a no-brainer, but it’s a very good sense-check if the design is getting a little over-designed.
It’s important to remember that to most people, your logo will mean nothing in isolation, it will be seen (and judged) in tandem with other things, like your product, customer service or price point.
A logo should never be over-designed and you should focus on how you are going to make your logo great by making everything you wrap around it great.
There are three main types of logo design.
These are word-only logos like Google, Disney or Coca Cola. Whilst these are only words, this doesn’t mean that they are a simple off-the-shelf font; in fact, most wordmarks are embellished in some way or other with either custom typography or additional elements.
The Disney wordmark
These logos are often pictures or icons only. You see the picture, you say the word.
The Apple logo is a perfect example of this, Target being another.
These types of logos require the obvious; there can be no ambiguity between what I am looking at (an Apple) and the name of the company, Apple.
The Apple pictorial logo
This is often the type of logo that everyone wants.
A simple icon or shape that is instantly recognised as a representation of the company.
Nike is a perfect example of this type of logo.
Again, achieving this type of recognition takes time, and these types of logos often evolve over time rather than starting out.
This approach also relies on some serious marketing, PR and branding to make it work.
The Nike icon logo
There’s a fourth…
There is a fourth type of logo too, which is basically a combination of any of the above.
This is actually what a lot of businesses end up with as they feel it’s a good mix.
A recent design we completed – mixing the icon with the wordmark
You’ve still got to love it.
Logo designs can be quite divisive, and a logo only becomes great due to the hard work of product (or service), marketing and PR teams, so these people are going to need to be on board with any new logo design you select.
It’s important that you love your logo. It needs to stand for something and you need to be proud of it.
If you’re not, how can you expect your (paying) customers and potential customers to equally love it?
A good logo design is just one ingredient.
Remember that your logo is nothing without everything else you wrap around it.
A good (or great) logo can look like anything, so long as it follows the basics, but it won’t get anywhere if it’s all mouth and no trousers.
Logos are not magic bullets that make companies great – it’s the people that work for the companies which do that, so when you are working with a logo design team, just focus on the design and ticking all the boxes in regard to that, don’t try and base the success (or failure) of your company solely on the design of your logo.
Spend the appropriate amount of time and budget on your logo design. If you go cheap and end up replacing it every 12 months you are going to lose any equity it had and you’ll look like a different business all the time.
The real key to a great logo design is a great brief and a client that trusts the logo agency to deliver what they do best.