4 characteristics of a good logo14
Recognisable and adaptable
The main aim of the brand logo is to highlight it in the crowd of competing companies, so it is to be really remembered and stand out from the rest. A good logo is a creative attempt to connect the brand’s personality and the unique graphic design. The logo must present well on all sorts of media, both digital and analogue. It should also be effective in applications where there are various advertisements formats and websites.
Understanding of our brand is a must. The logo is a visual representative of the brand values directed to a variety of audiences, therefore, it must not only be developed in terms of graphics, but also to fit the “ideology” of the brand. The logo can also tell a story about the brand and its values, e.g. the Wikipedia logo, which represents an unfinished blog consisting of puzzles.
Colours are important
Every aspect of the logo is important, its colours are equally important. Proper selection of colours can prove to be a key decision during work on the design. Bright and bold colours can attract attention, but they can also be perceived as too flashy. Although, in some cases, such a colour is the key to success. A perfect example here is the logo of the Japanese vehicle brand, Subaru Wrx Sti. It is pink, very expressive and definitely memorable. The colours in neutral tones are considered to be more sophisticated, but they can be less visible. At this point, however, one should mention culture and how it defines different interpretations of the same colours. In China it symbolizes happiness and love. When brides get married in a red dress, it shows that they are hoping for a happy and successful marriage. In Africa, red is the colour of mourning. In western civilization, pink is considered feminine or childish. It is associated with delicacy, sensitivity, but it is also a slightly infantile colour. Each colour involves a number of associations that can additionally influence the message hidden in the design. For example, yellow is associated with something optimistic or creative, black underlines the credibility of the message. Avoid mistakes when choosing the right colour to the personality of the brand.
The logo should attract attention and arouse the interest of the receiver, but one should pay attention to keep a balance between the simplicity of the message and an interesting idea. A good example is the logo of FedEx, which, through the narrowing of the light between the letters, includes the arrow turned right, symbolising speed and accuracy. This is an ingenious combination of the visual representation of the personality of the brand.