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Toronto-based boutique agency specializing in web design and development, identity and print design.

What makes a great logo?

Oct 28

What makes a great logo?

Logo design is one of the most challenging areas of branding. A company’s logo is extremely important and will be showcased on virtually every piece of marketing collateral, from business cards, to websites, and everything in between. So, what are some of the main elements to consider when embarking on a logo design?

In this blog posting we’ll inform you of a few basic qualities that every strong logo shares:

Impact

A good logo needs to reach out and grab the viewer’s attention.

Memorable

A logo needs to stand out and be etched into the memory of everyone that sees it. It needs to be unique and at the same time it needs to be relevant to your business.

Versatility

A logo should be versatile. It must be fully recognizable in colour, as well as black and white, and in sizes varying from a postage stamp all the way up to the size of a billboard.

Colour

Colour is important in any logo design. The colours of your logo will reflect your corporate colours and therefore will reflect the rest of your branding. That being said, colour is secondary to the design of your logo. A good logo design should never rely on colours to make up for a bad design.

Timeless

A good logo should be timeless with trendy design elements avoided. You do not want to create a logo that is going to look obsolete or dated in a few years. Avoid changing your logo too often. This will confuse your customers and cause your logo to lose impact. There should be an extremely good reason for redesigning your logo.

Conclusion

These are just a few basic pointers that will keep you on track when it comes to logo creation. Keep in mind that these basic principals are something that ALL great logo designs have in common. Consider some of the recognizable logo design examples below:

Nike

The Nike “Swoosh” is easily one of the more instantly recognizable logos of all time. It’s clean, it’s simple, and has been going strong for almost 40 years now.
 Nike

Apple Inc.

You can’t go anywhere these days without seeing the Apple logo; it’s everywhere! Much like the Nike “Swoosh”, the Apple logo has also stood the test of time; it was created in 1976 and is still being used to this day. The fill style of the logo has changed several times, but the logo’s shape has remained consistent over the years.

ABC

The ABC logo is clean, simple and straight to the point. This logo says it all. Again, like the Nike and Apple logos, this one has been around for years! Their current logo has a glossy 3-D effect added (much like Apple’s) but otherwise is exactly the same as their 2-D logo (which has been around for well over 40 years now).