What Makes a Great Logo?
There are four qualities that define a great logo.
- Unique – A logo must be unique so that it stands out in the crowd and memorable. The graphic alone does not necessarily have to project what the company does but it can evoke a feeling which is just as powerful. The Good Year and MasterCard are examples of companies with iconic logos that are powerful and recognizable around the world.
- Adaptable – A great logo must carry the same meaning across all mediums – whether it is on a business card, a billboard or a baseball cap. Target’s logo is powerful across the board. Just as a marksman’s goal is to hit the center bulls-eye, the store aims to do much the same in terms of retail goods, services, commitment to the community, price, value and overall experience. The company also makes great use of its bull’s eye logo using it all by itself.
- Appropriate – The designer must consider the nature of the business, the customer and the culture. A good logo should re-inforce the brand conveying the tone and feeling of the business. The newly designed BP logo brings in energy with the sun as well as the colors of the “Helio’s” suggesting heat, light and nature.
- Timeless – The neutrality in a design makes it timeless. A good logo should be able to look current 25 years from now. Coca-Cola is an example of a classic logo that has withstood the test of time while Pepsi-Cola has been trendy changing its look over the years.
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