Characteristics of Effective Logos

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It’s obvious that some logos are great branding tools and others fall flat in the public opinion, but what’s behind this phenomenon? There are several traits of good logos that can help define how effective a brand will be, whether it’s intended to make your website more distinctive or sell more designer toilet paper holders. So to get an idea of how effective your logo might be and how you could improve it, check out these popular logo characteristics.

Simplicity

A logo that’s too complex may get attention, but it won’t be the right kind. You’ll want people to have a strong first impression of your logo and then remember it, so something that’s intricate will be difficult for viewers to recall. In terms of shape, text, color scheme, and overall effect, your logo should be simple but imaginative. Think about developing a symbol rather than a logo, a simple image that will represent your business or webpage without the support of words. If, after you’ve designed a symbol, you feel that you need a word or two of explanation, you can add text in a way that doesn’t detract from your central symbol. Remember that you should choose one aspect of your logo and design it to stand out. The rest should be unremarkable, but the end result will be strong and effective.

Memorable Design

Make sure that your logo is memorable. This can be accomplished with contrast, simplicity, and evocation. Two-tone color schemes that incorporate contrasting hues on the color wheel are often successful, but make sure that your design doesn’t appear to copy the color scheme of an existing logo. Originality is a key concept, but you can also develop a successful logo by incorporating an image that evokes a positive response for many people. Bright colors, for example, often link people to fond memories of their childhood, and a shape that calls a familiar object to mind can also be effective.

Appeal to Targeted Audience

The main consideration in this case is the age of your audience. You won’t want to seem like you’re patronizing your readers or clients with a childish logo, but if you market children’s books, you might actually benefit from using primary colors and a fun font. To make sure that your logo is reaching the right audience, you might consider researching your readers or clients to find out what they respond to in terms of imagery. For example, job types, hobbies, or interests that are common across your audience members could provide you with some logo ideas.

Consistency

Once you’ve got a logo, don’t tweak it endlessly. It’s okay to fix a glaring problem that you later realize is going to negatively affect your business, but try to keep your logo consistent. This will help keep it recognizable and memorable while building an associated reputation for your business.

Classic and Timeless Style

While it may be tempting to let your logo be influenced by current design trends, resist the urge to build your brand on a briefly popular color scheme, font, or icon. Study logos that have been around for decades and still have visual relevance, like those of CBS, the Olympics, and IBM. Simple shapes, basic colors, and direct contrast are visual marketing strategies that haven’t changed, so take advantage of them to create a logo that can join the ranks of classic images.