An effective brand logo has many ingredients that interact with one another in an iconic and sophisticated way. A design for a business logo should stand out in a crowd, but it can’t be too busy. And, of course, it must appeal to the company’s audience.
In this logo infographic, Company Folders, Inc. founder and CEO Vladimir Gendelman serves up a recipe for making a successful logo. Key ingredients include a distinctive style, enduring aesthetic and an elegantly simple message.
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The Recipe For A Perfect Logo
Your logo must appeal to your target audience.
Example Target Audience
Single man in his 20’s
• Working full-time
• High school educated
✔ Masculine and powerful ✘ Fun and cute
Avoid obvious design choices and clichés.
A global brand’s logo should never be a globe.
An air travel company’s logo shouldn’t be an airplane.
Make your logo memorable.
Design your logo distinctively so that it catches prospects’ eyes, even in a sea of other logos.
Make your logos eternally relevant.
Great logos are timeless and age like a fine wine.
Avoid trendy fonts and design elements.
Trends die out fast. Brush script fonts and 3D designs now look tired and outdated.
Strive for boldness with your design.
People should be transfixed by your logo’s uniqueness.
Don’t follow trends, create them.
It’s always better to be the trendsetter than to be the copycat. If you chase trends, you’ll always be a few steps behind.
Don’t be too busy.
Remember, less is more.
Say one thing. Have one message.
Focus on a single, clear concept; not multiple messages at once.
Use Your Design to Reinforce Your Brand
Burger King’s Combination Mark
Resembles a hamburger
Have the Correct Balance of White Space
✔ Balanced ✘ Unbalanced
Take Advantage of Shape Psychology
Use Fonts to Convey the Right Emotions
Disney’s brand is based on creating happiness through fun, magical experiences.
✔ Fun and creative font ✘ Elegant and dignified font
Leverage Your Negative Space
Implied “S” between “U” and “A”
Implied arrow between “E” and “X”
Use Color to Reinforce Your Message
Does the logo look good whether it’s small or large?
It should have the same impact whether it’s on a small phone or giant computer screen.
Does it look good in black and white?
It should be clear, crisp, clean and easily identifiable when printed in black and white or in just one color.
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Copyright 2015 Company Folders | company folders.com
Learn more about best practices and how you can build your brand.