A great logo is of enormous value to a company. And if your business doesn’t invest sufficient time and resources into developing the most unique logo possible, the results could be disastrous.
So, what makes a logo successful? What are the reasons one logo generates amazing results for a company while another logo falls flat? Let’s take a look at a few reasons why some logos stand out as winners and others don’t.
One of the most effective factors of having a simple logo is that it should be recognizable at a glance. Your subconscious mind must be able to recognize it as familiar long before your conscious mind has time to specifically examine it. Accomplishing this is both a science and an art form.
Your logo has to bring your particular brand to mind within a fraction of a second, and the quicker the better.
2. Prompt Emotional Reaction
A great logo is not only instantly recognizable, it should also elicit an immediate emotional reaction. When the logo is simple in design, the mind is able to process it more quickly and efficiently so that your emotional side is able to take over. Yet when a logo has a complicated design, it requires too much cognitive processing for it to have much of an emotional impact.
The basic reality of design is that simple logos are more memorable. The intent when designing a logo is that it should immediately make the viewer associate it with the product or service it represents. This isn’t nearly as easy as it sounds. Our world is flooded with an endless stream of corporate logos each day and every day, on signs, on buildings, and on social media, yet few are able to cut through the clutter and become memorable.
Another aspect of a great logo is that it can stand the test of time. For example, the Coca-Cola logo hasn’t been updated in over 50 years. There’s no need to because it’s still as fresh and effective as it was a half a century ago.
The hard truth is that if your logo isn’t memorable, it’s useless, and could actually end up doing more harm than good. The lesson here is to take the design of your logo as seriously as any other aspect of your business, and in doing so, create something memorable.
It takes a professional to make a logo look great.
4. Aesthetic Appeal
The next factor to consider when designing a logo is that it must be visually appealing. A logo that is attractive creates an appreciation of the brand. Simple designs are typically the most attractive. Believe it or not, it often takes an educated and discerning eye to understand the value and power of a simple design.
Keep in mind that no matter how simple or complex a design might be, if it isn’t easy on the eye, it will not be of benefit to your company.
5. Industry Relevance
Designing a logo that is relevant to your industry in an overt way can be dangerous, especially in the long run. For example, if you own a hotel, and include an image of a hotel in your logo, your company name will always be associated specifically with hotels.
This could be fine in the short term, but your company might expand in the future, diversifying to include other types of business, forcing you to consider completely revamping your original logo.
It’s a tricky line to walk, but we suggest reconsidering choosing a design that is overly industry relevant.
6. Ease of Recall
The beauty of a simple logo design is that it requires less cognitive processing. Think of this way: is it easier for you to remember one sentence or an entire paragraph?
Large amounts of information exhaust our brains. The human attention span is less than that of a goldfish. We don’t want to stare at a puzzle until we figure it out.
A complicated logo is jammed with information. This is not desirable to the human brain. And complicated is also harder for an average person to commit to memory.
No, we want brief, clear data. A simple logo provides exactly what your brain craves. Even if it doesn’t understand why. Never forget that marketing is purely about psychology. The more you understand this, this more effective you will be at appealing to the average consumer.
7. Clarity of Message
Your logo should present a clear message of who are and what you offer. The greatest logo design in the world is a failure if the average consumer has no idea what your brand is. Your logo and brand should be inseparable. A convoluted brand message is of no value to your company.
This is why your logo needs to be simple yet targeted. Remember to keep it concise. What is your brand? What is your message? Your logo should say it all. The instant people see your logo, they should have all the information they need to have a complete emotional reaction. This is the moment they make a decision about you, good or bad.
Effective Logos: Less Is More
When it comes to logo design, the most effective logos are deceptively simple. But it’s not just matter of creating a simple design, it’s about conveying your product’s message by the most efficient means possible.
It’s also important to remember that simple design is not to be equated with a simplistic brand message or business model. In fact, quite the opposite is true. The simplicity of an effective logo indicates a focused awareness of your customers’ needs.
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