A logo is basically defined as a small graphic or picture that is associated with a brand or a company. However, it is more than just a simple collection of pixels or a mixture of ink; it is a graphic representation of the services and the products a company provides, an identification card stating everything consumers need to know about the company and a cost-effective advertising tool. Smaller companies always incorporate the brand and company name into their logos; however, some well-known companies like Apple, Nike, McDonald’s and Puma have totally eliminated the name of the company from their graphic representation – a testament to how well-known they are throughout the globe. There are some companies like Coca-Cola and Subway whose logos contain their names; this is, undoubtedly, an effective marketing strategy. A good logo has simple characteristics that give it the ability to be able to etch itself unto the minds of the potential customers.
Scalability. A good logo, no matter the size, must retain all of its aesthetic properties and be recognizable. It must be re-sizable and must not lose its positive qualities. Once a logo does not look good when scaled to different sizes, immediately change it (or turn it into a higher resolution image). It must look good in different advertising platforms, ranging from billboards, banners, brochures and newspapers to television sets and computer monitors.
Memorability. A good logo is always a memorable one. In this case, simplistic designs are a must, complicated ones are a no-no. A logo with a simple design does not really take up a lot of storage space in a person’s brain; logos like the McDonald’s twin golden arches and Nike’s big fat check marks are as simple as you can ever get, yet the companies are on the higher echelon when it comes to worldwide reach and profits. Designs that include cursive lines with a lot of details are not really advisable since these types are not really pretty easy to remember.
Describable. Logos that can easily be described in simple terms is pretty an effective one, like the above mentioned examples in the 3rd paragraph. Take note, memorable logos are always describable. Having this quality ensures you that you will have consumers that will easily recognize your logo, making your reach boundless.
Original. Copycats and plagiarized artworks are always detested. A good logo must be original and at the same time, must have no association whatsoever with another brand or company. An original logo will definitely give your brand an identity and make your business stand out. You may take into account the designs of other logos, but never, ever incorporate them into yours. Learn from your competitors, but never copy them
Timelessness. Definitely one of the most important aspects in making a logo, timelessness says that a good logo must stay effective for a few decades without any need for change. Changes, although welcomed, but subtle and the application of which must be minimized. Changing a logo every now and then will make the consumers and potential customers confused.