The number one aim for a logo is to keep it as timeless as possible. Not only does this save you money on rebranding down the track, but it also helps solidify the brand through brand recognition. Although you want your original mark to stay relevant for as long as possible, it is acceptable to let it evolve as your business reaches key milestones or turning points within its life. Your logo should grow with your business.
Your logo is the face of your branding and is often the first tool used for helping clients recognise your business from a competitor. Make sure you and your design agency research the design styles of your competitors before starting concepts. You do not want to confuse your audience or copy the identity of a competitor. Your logo should offer a unique perspective only your brand can claim.
Your logo doesn’t have to capture the entire story of your brand, but it should represent a unified idea about your brand’s purpose. This is conveyed through shapes, symbols, styles, colours and typography.
One issue I face often is client’s try to incorporate every element possible into a logo and it becomes overbearing. Doing this to your logo is like asking one employee to complete everyone’s job in your business. Instead, opt for a simple logo which conveys your brand essence and tell the rest of your story through your copy and other touchpoint design.
When you designed your logo, did you base the design on what appeals to YOU, or what appeals to YOUR CUSTOMER BASE? It is only natural to go and ask those closest to you for their opinion on a logo concept, as it is often a daunting decision – but you should also survey your target audience as those are the people you need to please!
Allow for the variations in the application of your logo across print and online media. For example, a logo should work effectively in black and white when colour printing is not available.
You will also need to keep in mind technical limiting applications such as on-garment embroidery, or engraving, where gradients and fine lines of a logo can no be reproduced. If your identity is designed flexibly, it can be replicated with ease across multiple platforms.
To solve these issues, nowadays it is commonplace to have a few variations of your logo to be used in different situations.
Keep in mind how your logo will look when replicated at a small size – such as on a business card or as your Instagram profile photo. Does it retain the ability to be recognised?
Once your logo design has been completed, always ensure you receive a vector format of your design from your designer. This allows your logo to be resized as large as the Sydney Harbour Bridge, without needing to worry about the quality of the logo.
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