The 5 Essential Qualities of a Great Logo

Branding is integral for the success of your business, no matter your industry. But it’s truly great branding that really makes you stand out from the competition. One of the major elements of creating your brand is your logo, which plays a pivotal role in catching the eye of potential customers.

Logos are everywhere. All you have to think about is the highly identifiable golden arches of the McDonalds logo, or the cursive writing of Coca Cola, and you have a clear image of their brand.

It is this level of notoriety that every Small Business should strive for when developing a logo. You want it to be so clearly identifiable, that with just a glance your entire business is instantly recognised from that one image.

In order to help you create a truly great, eye-catching and effective logo, we’ve put together a list of the 5 essential qualities you need to consider.

Qualities of a Great Logo: Distinctive

1. It Should Be Distinctive

It’s important to remember that your logo is an image that you want to stick in your potential customer’s subconscious. This can be easier said than done when your clients are constantly exposed to thousands of logos online. That’s why it’s vital to create a logo that will stand out and cement itself in their mind. A truly distinctive logo could mean the difference between a potential customer remembering your services over that of your competitors.

So, make yourself noticeable! Stand out, get creative and make some visual noise, whether that’s through a vibrant colour, original font or even a uniquely crafted graphic. The world of online marketing is filled with monotony, so using your logo to stand out is an invaluable marketing strategy.

Qualities of a Great Logo: Appropriate

2. Appropriate

Yes, standing out is important, but you should also remember that your logo should reflect your business and target audience. This means that context is highly important to consider when developing your logo design. Your market sector is unique, especially in terms of location and demographic. You need to create a logo that is appropriate for those who are going to view it and that best represents what you have to offer as a business.

Doing market research is important when determining appropriate elements to include in your logo design when it comes to appealing to your audience. Conducting additional research on elements like the psychology of colour can also be highly beneficial when designing your logo. You can establish which colours are most closely linked to certain human emotions and use this to your advantage.

Similarly, by representing your businesses services effectively through your logo, you’ll better appeal to your unique audience. For example, if you design and sell baby clothing, opting for pastel colours and flowing fonts is likely to be much more appealing to new mothers than dark colours and harsh images.

Qualities of a Great Logo: Practical

3. Practical

Practicality is an often overlooked element when it comes to logo design, but it plays a quietly important role. Practicality refers to how the logo is going to be used once it is developed, which has a significant impact on your future marketing efforts.

To determine if your logo design is practical, envisage it placed on every marketing item you might want to display it on in the future. Think big: will you include your logo on your letterheads, on posters, brochures, in emails and throughout your social media platforms? Consider how it will appear to potential customers on each of these and tailor it accordingly. Taking all of these into careful consideration will allow you to make the most of your logo for years to come, as your business grows and develops.

4. Simple

More often than not, simplicity is key when it comes to design, and some of the most effective logos prove this. When you try and overcomplicate things and make your design too intricate or busy you can detract from the message that you are trying to convey.

An overly complicated logo can serve to confuse your customers, rather than inform them. Overly intricate fonts can be difficult to read, clashing colours can be unsightly and an unusual image might not actually be the best way to reflect your businesses services.

Consider some of the world’s most dominant brands, such as Apple, McDonalds, Facebook and Google. All of these contain simple yet effective colours, little distraction and simple font types. So keep this wisdom in mind when it comes to creating your own logo, simplicity is key.

Qualities of a Great Logo: Memorable

5. Memorable

The definition of memorable is “something not easily forgotten, or something that is special or interesting enough to be easy to recall”. This definition is incredibly appropriate to consider when designing a logo for your small business.

Through a combination of the above four elements, you can create a memorable logo for your audience that should adhere to this definition perfectly. Making sure your logo is distinctive, appropriate, practical and simple all result in a memorable logo, helping your business to stand out, both online and in the real world.

If you can get your customer to remember and consider your business when they require a service or product you offer, then your logo has worked its magic and ticked the boxes.

If you’re not even sure where to start when it comes to your logo design, then you might find it helpful to hire the services of an experience graphic designer. Your logo is such an important part of your business branding, so it helps to have the assistance of a professional who can make sure your business is represented in the best possible way.