When it comes to the basics of brand development, every business knows that they need a logo to stand out from competitors. It’s the first thing that people associate with your business—so it has to be something that is easy to remember and represents your company in the best way possible!
Although people think it might be easy and simple to come up with a basic logo format, there is actually a lot of thought that goes into constructing one. You must remember that you will carry this one aspect of your brand for years to come!
To help you out, remember that an effective logo has these three characteristics:
1. It Must Be Simple and Memorable
When you think of a yellow “M” shaped like golden arches, your mind automatically goes to McDonald’s. And admittedly, if you see a checkmark anywhere, one of the things that comes to mind is Nike!
“Why is that?” It’s because they’re simple!
Logos should not be overly complex when it comes to design. These famous companies have the simplest designs that are easily recognizable from a mile away—and that’s what makes it so memorable!
The reason behind that is because of one thing: retention. People tend to remember simple designs more than they do with complicated images. The highest objective of a logo is not necessarily to be aesthetically pleasing, but rather to be memorable to the point that customers know that it is your business when they see it.
2. It Must Have a Clever Concept
Just because a logo is simple doesn’t mean that it can’t be unique as well.
Remember, a logo that is too simple and recognizable can go towards the path of being generic. As such, every logo needs a strong concept behind the simplicity of the design. That is where creativity comes into play.
Take a look at logos such as Starbucks. It is obviously a mermaid in green and white. Whenever you see the logo, you think of their coffee—which really has nothing to do with a mermaid whatsoever. However, the logo was intriguing enough for you to remember it!
The story behind it is a long one, but the point being is that there is a concept that’s out of the box. If the company was basic, their logo would just be a cup of coffee. But if that were the case, they may not be found on every corner today!
3. It Must Be Evergreen
Logos have to withstand the test of time. While iconic logos like Coca-Cola did change throughout the years, there are some elements about it that remained the same. When you design your logo, you want to make sure that it has elements that will stand the test of time.
Logos are deceptively difficult to make when they are the sole identifying mark of your company. With thousands of designs already existing, it’s easy to fall into a generic category—which is why your logo must find the right amount of balance between depth and simplicity. While it is a daunting task, it is something that you will be able to overcome. With the right online software and design tools, you can create a logo that speaks to your brand and matches the essential characteristics listed.
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