The quality of a logo can tell the consumer how much their image (and customer opinion) means to that company. The effectiveness of a logo can help sell whatever product or service that the company offers. Also, the beauty of a logo is something that the company can be proud of and identify with.
A great logo must:
• follow solid basic design principles
• be functional
• represent the company
• be unique
A Great Logo Must Follow Basic Design Principles
The logo must be soundly designed and look good. The aesthetic appeal of a logo, or any piece of art or design for that matter, is subjective and relative to a person’s mood when they view the logo. However, there are fundamentals of design that must be followed to ensure that a logo will appeal to anyone.
The fundamentals include, but are not limited to space, color, form, consistency, and clarity. It is recommended that a design professional have some influence on your logo, whether it be redesign or touching up, to ensure basic design principles are followed.
A Great Logo Must Be Functional
Logos are the most important marketing pieces for a company because it must represent that company in many different contexts and still get the message across. A logo may be seen on the web, or on a variety of promotional products such as a brochure, a t-shirt, or on glassware. It could be used on dark backgrounds, on light backgrounds, on textured surfaces, or could be used in various sizes like on an awning or on a postcard.
A few things that are important when talking about functionality are the simplicity, scalability, color, and depth. It’s important to the functionality of a logo that it’s not too intricate. When the logo is reduced in size or placed on a loud background, it should retain its integrity.
A Great Logo Must Represent the Company
A logo needs to represent the company it serves. This means that the style must be easily identified with the industry/product/service and must give a clear picture of what is being marketed. A great logo must encompass the entire company too, not just one aspect of it.
A Great Logo Must Be Unique
Another important trait of good logos is the the ability to stand out against the crowd. Copycat logos are destined to fail or be confusing to the consumer. Usually they will result in a loss in sales. When Pepsi Cola had a similar logo to the already established Coca-Cola, it suffered in the competition between the two soft drink companies. Only when Pepsi switched their brand to something unique did they see a major increase in sales.
A unique logo will also tend to be one that stands the test of time. Cookie-cutter logos that bank on trends of the day will look dated and need to be replaced after the trend dies off.