Zaheer Dodhia, CEO of Logo Design, is an entrepreneur who’s launched multiple startups including ZillionDesigns, PCStore, CashforUsedLaptop.
In a world where branding is key to the survival of a company, a well-designed logo is a must-have. But not all logos are created equal.
You may like the look of your logo, but is it really doing its job? And how can you determine the success rate of your logo?
Let’s delve into the details.
Why You Need A Great Logo
First of all, what is the purpose of a logo?
A logo serves a variety of purposes.
• It serves as the main visual for a brand.
• It identifies the brand among the competition.
• It sends a message about the brand’s personality.
These are three vital elements for a successful, thriving brand. Your logo pulls its weight as the main visual for your company: a big responsibility for a tiny piece of graphic design.
That’s why you can’t afford to ignore its effectiveness. Logos are small, but they have an impact far larger than their footprint, either for the good or for the bad.
Key Elements Of A Successful Logo
While there is a multitude of individual aesthetic choices that must be made in logo design, the end result can really be broken down into four important categories.
• Adaptability: Your logo must be adaptable and versatile because it will be used on a variety of backgrounds and in a wide range of situations. It’s going to be printed on everything from business cards to product packaging, incorporated into your company’s website design and app design, and slathered on all your marketing, from email blasts to billboards and beyond.
Versatility is vital: Logos must show well in black and white, in limited colors, and on a variety of backgrounds.
• Memorability: Your logo must be memorable in order to facilitate brand loyalty and recognition. The best way to craft a memorable logo is to stick to as few elements as possible. The general rule is, the simpler, the better. Ideally, you would like your customer to be able to draw your logo out from memory. And remember, you only have about 50 milliseconds to make a good first impression!
• Uniqueness: The importance of uniqueness in logo design is probably obvious. If your logo doesn’t stand out from the competition, your company won’t either. Do research into your competition before you design your logo to ensure that you don’t inadvertently end up with a copycat or lookalike.
• Accuracy of messaging: Good logos send a message about the company they represent, and great logos send a highly accurate one. The individual elements that you choose, such as color, font and graphic style, can all be crafted to appeal to your target audience. They should reflect the personality behind your brand. Use a modern and legible font so your company name isn’t misread.
How To Know If You Have A Successful Logo
Now that you know a little more about what a good logo should accomplish and what its purpose is, how can you tell for certain that your logo is actually successful? Is it doing its job?
Besides the presence of the four key elements we just mentioned, you should seek real-world feedback.
Getting feedback is easy. Just ask for it.
Rather than ask your close friends and family what they think, start a poll on your website or ask a segment of customers or potential customers. You want an unbiased perspective.
Get a clear picture of their first impression of the logo, whether the messaging seems accurate, and whether the elements are easy to understand. This is especially important if you use a complicated font or a graphic that might appear to be something other than what you intend it to represent.
Next, determine the longevity of the logo. This is a little harder to determine. Sometimes, the only way to tell whether a logo truly has this elusive quality is to field-test it over time or use it in your company for a while. But you can also consider whether your logo is overly trendy. Does it rely on current trends and design tricks that will prove to be dated in a year or two? If so, you may want to reconsider the design.
If the signs point to your logo not being a success, don’t hold onto it out of a misplaced sense of loyalty to the design or to the designer. Your logo exists to serve your brand, and if it isn’t working, it’s time to move on.
You need a logo that represents your brand perfectly — don’t settle for anything less.