Logos: Finding the Right Fit for Your Company

One of the most important features of a company is its logo. Branded across websites, social networks and marketing campaigns, a logo conveys a valuable message about what a company represents. This valuable business tool is a visual culmination of font, color, placement, size and image that convey a certain message about your company, so it is important that you spend time trying out different options to find the one most suitable for you.

According to David Airey, brand identity designer for Giacom and Ecometrica, there are four important design elements to consider when building/revising a logo: it must be memorable, effective in grayscale, scalable and relevant.

Memorable: When designing a logo, the simpler, means better. This is because a company needs people to be able to recognize and remember its logo. If there is too much detail in the design of the logo, then an individual’s ability to recall it will be minimal at best.

Effective in  grayscale: While it is important to incorporate color into logo, designing it first without color will be a good indicator as to how strong the logo is. Basically, a logo should not rely on color in order for it to make sense.  For instance, if a company was named the Blue Dot, then a blue dot would not be sufficient for its logo – without color it would not make sense.

Scalable: Keep in mind, a logo will typically be on every company resource – stationary, news releases, websites, pens, business cards and anything else that is company branded. These resources will vary in size and shape, and it is important that the logo still be legible whether it is blown up on a banner or minimized to fit on a pen. Too much detail will not look good on a logo that is sized down to be printed on a keychain. Side note: Vector graphic software allows you to create logos with mathematically precise points, ensuring visual consistency across multiple sizes.

Relevant: A logo should be relevant to the company’s industry. If an architecture firm is designing a logo, it might want to use angles or arcs commonly seen in architecture blueprints. A logo shaped like a magnifying glass probably would not make much sense for the architecture industry. Furthermore, a logo needs to be timeless – in other words, choose a logo that will still be relevant to a specific industry regardless of industry changes (i.e product recalls, new trends and new technology).

Remember, the above design elements are not exhaustive of everything that should be considered when creating a logo. We suggest pulling in multiple resources and logo experts when making this big decision. This may take time and money but it is important to develop a logo that reflects the image of your company – since a great logo can boost recognition and loyalty among customers.

Logos can be tricky to design and no matter how skilled you are, it will take a couple of times to get it just right! So…don’t fret if you have twenty drafts – it just means you are being smart!

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