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Logo Creation services; What makes a good logo
Add Design Ltd are professional logo designers. We specialise in providing fixed price logos and business stationery packages to clients throughout the UK, creating eye-catching designs that get remembered.
Professional Logo Designers - click here for information and pricing
What makes a good logo?
A logo is the cornerstone of a business’ brand and identity. Done well it will set a company apart from the competition and convey qualities of trust and professionalism. It will also help to set the tone of the business and give it an identity that ties it together internally.
A poorly designed logo on the other hand can reflect badly on a business. If it comes across as un-professional or low quality then this can raise doubts about the quality and professionalism of the company it represents. On other levels too a company’s logo can be ineffective – if it isn’t easily remembered or deemed inappropriate in some way. It is also a failure if it can’t be easily reproduced across a wide range of mediums such as the web, printed brochures and signage.
In order to be effective, a logo must fulfil a number of important functions for the business it represents.
It must be appropriate to the industry
Everything contained within a logo including the colours, font, positioning and symbolism all convey subtle messages about the company it represents. All of these elements must work together to appeal to the target audience. Whilst a playful, colourful font with back to front letters may be suitable for a nursery school, it would create completely the wrong impression if used for a firm of accountants.
It needs to be versatile across a wide range of mediums
A logo needs to work in all of the mediums it will be used on – which may include a business card, letterhead, compliment slip, building sign, vehicle sign, web site, brochure, t-shirt, mouse mat, mug or poster.
What looks good in one format may not translate well when scaled up or down or printed on a different type of material.
It must to be kept simple
Simple logos are more easily remembered than fussy, cluttered designs. They get straight to the point and convey a clear message about the company and their products or services.
We are bombarded with data 24 hours a day. As we walk down the street, download our email or watch television we see literally thousands of logos in a day. Therefore standing out from the crowd is essential for a brand to be remembered.
A logo that is designed with too many colours, or with too much detail can be confusing the viewer. It can also be difficult to reproduce in small sizes such as on a business card.
It incorporates positive symbolism
All logos incorporate symbolism. Even the simplest of text based designs give off subtle messages through the choice of colours and fonts. For example, red is a warm, fiery colour that attracts they eye. Red, combined with a modern font, would be ideal in the logo of a PR company who specialise in getting noticed. This type of logo would help them to appear warm, passionate and contemporary to their target audience.
The icons used in logos also communicate additional information. The shape of the logo and its associations can influence how people feel about a brand. A successful example of this is the Nike logo, which through its shape symbolises positivity and the idea of moving forwards.
It needs to be technically perfect
To create a positive impression, your logo must be finished to the highest standard. Every pixel must be exactly right to convey a sense of professionalism and quality.
It must be easy to remember
It can help people to remember a logo it if clearly describes the products or services that it represents. This is particularly important for small businesses and sole traders.
We have all seen examples of logos on business cards, buildings or name badges, which provide no clue as to what the business does. What this means is that whilst the icon or design may be pleasing to look at, it is harder for the person viewing it to retain it in their memory. We find it easier to remember information if it is presented to us in context. So a logo and company name that are together descriptive of the company’s products or services will perform better than something which is more abstract.
Of course the above isn’t essential as illustrated by big brands such as Nike, Google, IBM, Ikea, BMW and Gucci who either use their name, which is not in itself descriptive, or a symbolic icon to represent their brand. However a descriptive logo can give a company with a smaller marketing budget the edge over its competitors.
About Us
Add Design Ltd are professional logo designers based in Suffolk, East Anglia. We work with clients locally in Essex, Norfolk and London - as well as throughout the UK. The beauty of our unique online service is that wherever you are based, we can offer an extremely competitive solution to all of your graphic design and printing needs.
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