The importance of a good logo can never be overstated. In fact, on a purely visual level there’s nothing quite as important as a logo. It’s a small and concise package containing everything anyone needs to know about the kind of business you run.      

But in order for us to create a fantastic logo, we first need to understand what makes a logo work in the first place. What are its major components, and how can we utilise them to the benefit of our own brand? 

So let’s take a look at how to create the perfect logo, regardless of what kind of business you run.

Think of the colour

Often overlooked, colour plays a huge (though subconscious) role in how a logo is perceived. We’ve talked about colour on the blog before, and how its proper application culminates in strong and effective design. But it’s worth mentioning again because it really is a key point.

Each colour comes with its own palette of emotions. From optimising yellows to peaceful greens, the whole gamut of human feelings can be evoked from the colour spectrum. Choose yours wisely, and be sure that it speaks honestly to the flavour and personality of your brand.

As always, keep it simple

This is another subject that’s been covered in an earlier post. Simplicity is a stalwart weapon in the modern designer’s arsenal. From a sensory perspective, there’s a lot going on these days. And on a day-to-day basis we put up with a seemingly infinite amount of kaleidoscopic advertisements and garish branding. Stumbling upon simplicity, from a customer’s perspective, is like being handed an umbrella in a rainforest.

There are many ways to simplify your logo. From limiting the colour palette to reducing the number of images used. It’s all about focussing one aspect at a time (colour, for example), and asking yourself, “Could this be less complicated?”.

Don’t be complacent

Despite its undeniable importance, your logo isn’t the be-all and end-all of your PR and marketing efforts. It goes a long way to getting customers through the door, but ultimately it’s not responsible for the quality and delivery of your product or service. It’s the bait on the hook, not the arm reeling in the line.

Another symptom of complacency is in failing to  develop a logo over time. No matter how effective it may seem now, there will always come a time when your brand is outdated.

We only need to look around at some of the largest, most profitable businesses in the world to see that even the best logos are impermanent. Take Apple, for example, whose iconic logo has evolved through no fewer than five iterations

It’s important for us to recognise this need for evolution, and to always be ready and willing to make changes.

For more from the blog on logos, take a look at The Three Principles Of Great Logo Design. If you’re thinking of updating your own logo (or creating one), why not get in touch for a free consultation?