The most successful business logos share valuable characteristics. Here are some of the most important.
It is simple
The “too busy” logo is a roadblock to communication, so don’t crowd it with stuff;
- green flag,
- curving type.
- It’s easy to get carried away, but you’ll create a stronger image with fewer pieces.
It is bold
Fine lines make lovely illustrations but poor logos because they’re difficult to see, and a fine line will often break up or even disappear when reproduced.
It is appropriate for the business
This seems like common sense, but in the throes of artistic rapture common sense often goes out the window. Make sure the intricate strands of D.N.A. that was so much fun to draw is suitable for the biotechnology company that you’re working for.
It works well in all sizes
Typically, a logo designed at a large size has too much detail to be clear when reduced; note (top) how the lines crowd together.
A good solution is to build a second logo with less detail (bottom) for use in smaller sizes.
Design logo and name as a unit
If the company name will be part of the design—especially popular on signage—look for ways to integrate the two.
It is distinctive
Don’t settle for the ordinary (let other companies and products be ordinary). Your company is unique—that is, it has a distinctive culture and market presence; capture this intelligently and thoughtfully.
The same goes for naming your product or service, the name and branding need to capture the essence of it in a way that grabs attention and is memorable.
Circles are strong design elements, line, form & colour are too
A circle is a familiar focal point which the eye interprets with little effort. Its soft edges are more often pleasing than those of angular squares and triangles. Cousin to the circle is the ellipse.
Logos whose colour harmonies work well on black as well as white backgrounds are pleasing.
Avoid extremely tall or wide logos, and trendy type
Odd shapes are hard to fit into common spaces—business cards, advertisements and so forth—and as a rule they aren’t as pleasing; a good proportion for a logo is roughly 3 units wide by 2 units tall, about the ratio of a TV screen (a 1-to-1 ratio also works quite well.)
Download the PDF: Good Logo hangline book