Graphics play an important part in branding. After all, it is a creative form of communication. You get to convey your message through well designed ads, banners, and all other materials. Other than that, graphics help make a good impression among consumers. And one of the most important graphic markers is the company logo. It goes without saying that it should be well thought out.
When you see the McDonald's golden arches or Nike's swoosh, you know straight away what they are all about. Having said that, the most important function of a logo is it provides a visual representation of the company. In that sense, it is a lot like a person's finger print.
No matter the shape or colour your logo is, it should adequately represent your company. But how do you achieve that but still make it pleasing to the eye?
What does make a good logo?
The logo doesn't have to be complicated. Remember that it would appear in almost every visual marketing material of various sizes. Ideally it should still be recognisable even on a stamp or sticker, otherwise it'll just look distorted. A simple logo is also much easier to adjust, resize, and edit.
One of the advantages of a unique logo is it avoids confusion. With so many companies, it's not surprising that some of their logos look a lot alike. As a result, consumers would confuse one over the other (at times not even able to tell them apart). This could be bad for business and potentially drive away customers.
Coca-Cola has been around for a long time. The company may have gone through some changes, and even weathered some controversies, but one of the things that remain constant is their logo. It has definitely served the company well because they remain one of the top brands in the world. The decision not to change their logo because it didn't limit their creativity when it came to graphics.
Could you imagine ToysRUs using a Serif font and used dark colours for their logo? The contrast would definitely put off some people. Some would probably even question the company's true nature. While it is important for the logo to be unique, don't forget that it should also give customers a hint of what your company is all about.
With so many factors to consider, it can be hard to come up with your company logo on your own. If you're really in a stump, there's no harm with consulting with professionals. Our company recently teamed up with Design Crowd to help clients come up with the perfect logo. So, if you need help with the design, feel free to get in touch with us.