Logos are an essential part of your company’s brand identity. With one look, a logo can make a lasting impact on your customer or no impact at all. Ideally, your logo is shorthand for what your brand represents.
This unique ability is what makes logo design – a seemingly small piece of creative work – so immensely important.
Four characteristics of a well-designed company logo
Logo design has many variabilities based on the company’s history, industry and intended audience. Clarity Quest’s Senior Creative Director, Casey Frushour, offers these four enduring characteristics of a well-designed company logo:
- Simple: A simple logo design is quickly and easily recognizable. Since logos frequently appear at smaller sizes on social media and in one color depending on the background, simple design offers the versatility and adaptability needed to ensure your logo remains recognizable in its various forms.
- Unique and Memorable: A powerful logo usually has a unique element worked into the design that is specific to what your business does, which increases the memorability of your logo for your customers.
- Timeless: Great logos endure throughout the years. Avoid trends/fads in design, color themes and font treatments.
- Appropriate: Color schemes, font choices and design style should match your business objectives and be brand-appropriate. Think your logo’s font doesn’t matter? Read more about choosing the perfect font.
Logo design in the real world
I encourage you to use these tips when considering a logo design for your company. Figure out how you want your company to be perceived and make sure your logo is emblematic of that description.
Don’t be afraid to look at what your competitors are doing so you can stand out. And don’t be afraid to change your logo either. Brands endure because they meet the on-going needs of their existing customers. Nowhere is this so true as in the technology industry. Check out the evolution of the logos for eight iconic tech brands.
In the end, make sure the logo speaks to you and your audience, and is consistent with your brand objectives.
Still not sure how these characteristics translate to the real-world?
Here are two examples of logos along with their backstories of what they represent:
ConferMED: The logo Clarity Quest created tells the story of who ConferMED is: the two human forms represent a primary care provider and a specialist coming together to care for a shared patient, represented in the negative space. The three human forms in the logo together create a “c” and “m,” uniquely tying the icon to the ConferMED name. Read how ConferMED worked with us to re-brand.
RevSpring: the RevSpring logo consists of a speech bubble that represents consumer communication and engagement. The bubble is formed by a bar graph to represent data, intelligence, and positive outcomes. The right column of the bar graph also creates an “R” shape for a fun, hidden tie to the RevSpring name. Each of the three components of their tagline are included in the logo design and a light, modern font was utilized to match who the company is today and their vision for the future. Learn how RevSpring worked with us to overcome the challenge of a highly complex, post-acquisition brand environment after the merger of five companies.
Looking for a new logo design?
Your company’s logo is one of the many ways attention grabbing visuals and graphic design elements can help tell your brand’s story.
If you need help designing a logo and illustrating your company’s story, contact us today!