A good logo is a valuable element in any business, organization or event. It’s often the first impression a potential customer has of an organization, and is the cornerstone of the overall visual identity. Logos are definitely one of my favorite design projects. Whether designing a graphic for a one-time event, or creating a key element in the overall branding of a business, there are some basic key ingredients I look at when developing a logo:
1) It has to be legible – Seems like a no-brainer, but we’ve all seen logos that sacrifice the name of the business (or event) in an attempt at clever graphic embellishment. (is that a Z or a 2? … or a lightning bolt?) If you can’t immediately read it, the logo probably doesnt do a good job in identifying you.
2) It should be visually appealling and memorable – Not every logo has to have an aha! moment like the Baskin Robbin’s logo. (See the 31 in the B?) But a logo should be nice to look at and not immediately forgettable. And of course, it should look professional. Some logos may start with a decent concept, but are poorly executed. Not a good way to visually represent your organization. By the way, I’m not alluding that I designed the Baskin Robbins logo – though I’d be proud to call that one of my own!
3) It should work in a variety of mediums – Websites and full-color printing can show off color blends, shadows, beveled edges and other nifty effects, but a logo should also work in simpler uses too – like faxes, screenprinting and cheap photocopies. If a logo has to rely on “photoshop” effects to deliver the concept, it probably isnt a good one. I often develop three different versions of a final logo design – a black-only line art version, a spot-color version (easily color separated for screen printing if needed), and if appropriate, an “enhanced” color version for use on the web and other less-limiting mediums. Also, a good logo will work just as well on a business card as it does on a billboard.
4) It should convey your business’ (organization, event, etc.) personality – What image do you want to project to your customers? Aggressive? Trendy? Formal? Rugged? A logo is just part of your overall branding strategy – so it should deliver the right message. Capturing the personality of your organization in a logo is more important than depicting tools-of-the-trade. For example, the Baskin & Robbins logo conveys innocent fun, instead of picturing an ice cream cone. Don’t expect your logo to communicate what you do, but more how you do it.
Mike created the Team HR logo for the 2011 Iowa SHRM Conference. We were on a tight timeline and Mike came through with flying colors. He listened to our concept, pulled together a logo in a sweet amount of time, and when the team looked at the finished product, we loved it!! Mike has an uncanny ability to capture his clients’ ideas and bring them to life. I’m extremely impressed with Mike’s abilities!