4 Principles of a Successful Logo

by Ricky Roe

A logo is a vital component of your entire brand and does much of the heavy lifting for such a small visual. It represents an entire company and can attract or repel customers just by the way it looks. That’s why a graphic designer dedicates a lot of time into the careful and considerate creation of a logo. So, what makes a successful logo?

1. Meaning

What does your logo convey? A good story serves as a foundation for any business and your logo is a chance to relay that story. Without a story, there is no meaning. Also, does your logo feel appropriate for your story and your business? If there’s a chance your logo could be misunderstood, rethink it.

2. Simplicity

Busy logos are hard for the eyes to digest, especially when in context with everything else. Distill your logo to its unique essence until it can be recognized in under a few seconds, no matter the context.

3. Memorable

A simple logo is easy to see, but a memorable logo ensures repeated recognition. What makes your logo unique? One way to test if your logo is memorable is to ask someone to look at your logo for a few seconds, then ask them to redraw it on a blank piece of paper. How close did they get?

4. Versatility

A successful logo can be used in a variety of media, from print to digital. One way to ensure versatility is to design the logo in black and white only. If the logo is effective in black & white, it’ll work in color. The less colors used, the more impact.

Many start-ups attempt to save money by creating a logo on their own because they believe hiring a designer will be too expensive (note: a good designer is budget-conscious). Usually, the result of the logo is something that looks unprofessional and rudimentary. This reflects poorly on a company that could have massive potential. It’s also a huge waste of time for a company to allocate resources for something they don’t specialize in.

My advice? Don’t be a victim of opportunity cost. Find a designer with a good portfolio and hire them. I guarantee it will be money well spent.

Guest Contributor: Ricky Roe • principal / creative director alchemist-creative.com • 214.649.8423

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