What Makes an Effective Logo Design?

  in  Graphic Design
There are many principles to consider when it comes to logo design. While logos can look deceptively simple (and the best logos are the simplest looking ones!), there's a lot of boxes a logo needs to tick to convey many aspects of the company it represents. An online logo editor like Turbologo can help you quickly try out many different logo ideas (you can start here), but you should know the principles of logo design before diving in.

Let's take a look at some of these principles.

Keep it Simple
This phrase has become a bit of a hackneyed phrase, but when it comes to logo design, there are very practical reasons to keep it simple! A good logo needs to be able to transfer to different mediums and still retain its shape and lines. What will the logo look like in black and white? An intricate, elaborate logo isn't going to be recognisable on a photocopy or a fax (yes, people still do use them) or maybe even on a business card when it's reduced down in size. Moreover, elaborate logo designs just confuse people.

The Icon Should Represent Your Core Service/Product
This is a general principle (doesn't always apply), but for a small business providing a specific service, any icon used as part of their logo should strongly suggest the actual service they provide. A typical example is a tooth shape for a dentist, a camera for a photographer, an airplane for a travel agent. While this might sound painfully obvious, part of your logo's job is to help people understand what your company provides. This advice is specific to small businesses.

Be Timeless
The trend is not your friend when it comes to logo design. What might look trendy today will look dated next year. You do NOT want to be changing your logo because it looks "so 2017". A good logo will last for decades - that means you have to choose colours, a font, imagery that are not part of a current trend.

Be Appropriate
The logo should appeal to your target market. A toy company might have a more playful logo using a handwritten font (for example).

Be Memorable
Distinctive colours, font, imagery help create a logo that quickly becomes familiar and is easy on the eye. This is incredibly important for a logo as it will be something that catches the eye of the person who is familar with the logo...the remember it, and it "pops out" at them even on a page crowded with imagery.