TIPS FOR A GOOD LOGO

Before that let’s ask what IS a logo?

Purely on etymological terms logo is a trademark. Simple.

But it’s not that simple, is it?

A logo is an abstract symbol, a name, or a combination of both that represents your company. It is the first level of interaction for anyone with who you are and what you stand for.

A simple comparison is your face. Every one of us has a unique distinct face that gives out subtle ques about our personalities. Close or wide set eyes, big / small forehead, pronounced jaw, sharp/ crooked nose (one can be sure that’s a photographer) all of these features give subtle cognitive hints to a person you’ve just met and helps them form a basic mental picture that they’d identify you with. That’s the job of a logo. 

A logo does not have to describe what the business does, only what it means.

A good logo must capture the essence and core message of the business and translate that into a visual form. This may be literal or may be abstract, in either case, the audience should gather the exact message. A point to note here is that a logo is rarely ever seen in isolation. So it’s important to consider the applications and how cohesive messaging can be established.

A logo is not the representation of the quality of the product but it’s the other way around.

A logo derives its deeper meaning and value from the product it’s associated with. A bad product can not be saved by good branding and promotion, it is in fact quite the opposite. Nothing kills a bad product faster than good promotion.  

A logo must be distinct, identifiable, and memorable.

Just as each face is unique, each logo should be distinct and memorable. It must stand out in the competitive market and resonate with the target audience. A simple test to check the efficacy. Look at the logos below for 30 seconds. Take a break for 5 minutes, come back and try and draw the logo from memory. If you can come 80% close to the original it’s a good logo.

But most importantly a logo must be adaptive and versatile.

As I’ve mentioned earlier logo is rarely used in isolation. It is always a part of a system – simple-mindedly called – the brand identity system. The logo must lend itself seamlessly to various formats and sizes while retaining its legibility while also being versatile to be adapted into extensions such as patterns and forms. This is crucial to create an associative pattern in the minds of your audience and help with brand retention.

ONLY THE INITIAL LETTERS OF YOUR NAME:

This is called a Monogram. A very simplistic approach if you have a long name. High retention, gives a feeling of authority, easier to brand. A lot of the time Monograms and paired with symbols.  This can be a good approach if you have brand extensions that require marking. For instance, bottle caps could be engraved with your symbol while the Back of the pack has your complete logo.

LETTERS OF YOUR NAME

Also known as logotype. This as the title suggests is simply the letters of your name arranged/created in a way that it emotes a specific feeling. This is a very good approach for startups because it gets the name out there, there’s no distraction, no miscommunication, and it’s direct and simple. However, it’s crucial to make it distinct, by using appropriate font and colours and creative modification to capture the essence of what the business does.

SYMBOLS + LETTERS

• ANALOGY SYMBOLS

These are symbols that you recognize. The idea here is to build associations. Crudely speaking if the core message of your business is a well-grounded, professional mammoth having an abstract shape of an elephant will do the job for you. Take the example of Twitter – what does the bird represent? What does the brand represent? Simple associative connection. Now, this is not limited to animals alone, one of the most common associations is the Sun – think back at how many logos you can recall with the element of the sun in them.

• ABSTRACT SYMBOLS

These are slightly tricky. This requires building an association with use. Take Adidas for an example. The slanting lines don’t technically mean anything, they’re emotive – they denote forward movement and action but these feelings are not directly associated with anything tangible. This approach is very effective for brands that have a lot of merchandise, and extensions as often abstract symbols lend a very versatile visual language. The most important things to remember for the abstract symbol is simplicity and relevance – the 30-second test is highly recommended to ensure the symbol works.

CHARACTER / MASCOT

Remember a man walking with a top hat, a walking stick, and boots? I’m talking about Jonnie Walker. You don’t just remember it the second you remember it (if you’re a whisky person) you get a very happy feeling.  Mascots when done right is very effective in creating personal associations. Take what fido dido did for 7Up, Colonel did for KFC, or the Michelin man for something as industrial as a tyre. The most important thing to remember here is to be extremely clear about your brand persona – as that is exactly what is reflected in the mascot.

EMBLEM

Simply put if your brand needs to communicate heraldry this is the best approach. If you want to establish a strong lineage or pedigree this is the way to go. That’s why they’re a go-to choice for educational institutions. This style when used effectively can be a very powerful tool for community building as it garners loyalty. The flip side is it’s not as versatile as some of the other types.

AUDIO LOGO

Here’s a new age addition. Adding a distinct and relevant sound to your identity. If you’re in a business that’s primarily digital this could be a valuable asset for you. Creating a dynamic identity with a distinct sound could automatically position you in the niche innovator bracket while creating a strong memory hook in the minds of your audience. The market is still new it’s the best time for disruption.

Hope this helps in giving you some clarity about which type and style of the logo are best suited to your business.

Reach out if you want us to audit your existing logo or design your identity system.

Your friends at Moron Design will be happy to help.