The purpose of a logo is to identify a graphical display of a company’s unique identity. In order to be an effective logo this identification needs to
be simple, memorable, versatile, and original.
This allows for easy recognition and allows it to be versatile and memorable – the next two steps in creating a successful logo. Keep it clean, balanced
without a lot of elements to distract the eye or detract from the impact of the message. If in doubt, leave it out.
These days consumers are flooded with commercial messages from TV and billboards to online banners and ads in video games and apps. To break through the clutter you need to choose a design that is not only instantly recognizable but memorable as well.
An effective logo should be able to work across a variety of mediums and applications. Color carries meaning and communicates ideas but the logo still
needs to function well in grayscale. It must be able to be sized down to fit on a business card or pen. It should fit appropriately within a square,
vertical and horizontal space, sometimes multiple versions are necessary.
The first ideas that pop into your head when brainstorming a logo should usually be discarded. Avoid the cliché: Light bulbs for “ideas,” speech bubbles
for “discussion,” globes for “international,” etc. A successful logo will endure the test of time with its unique elements.
Check out these companies that all encountered major logo redesigns last year. Did you notice? Which do you love and which do you think should stay in 2014?
Written by Colleen Sweeney, Graphic Designer at Brawn Media. Learn more about her and the rest of our team here!