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Four Traits of a Strong Logo
April 25, 2014
As a designer, I’ve worked with many bad logos over the years. Good designers can usually minimize the negative characteristics of logos, but that usually means minimizing the logo, which is counter-intuitive to marketing! Four traits of strong logos follow and should be strong considerations when selecting a new logo for your business.
It stands out. Imagine your logo is displayed with several others as part of a sponsorship. Does it blend in or stand out? Also keep in mind, it’s not necessary to depict what your business does in your logo. Consider the logos of Target, Nike, and Coca-Cola.
It works in solid black. Printing in color can be expensive, so don’t lock yourself into always needing color. Many promotional item printers consider even shades of black to be an additional color, so make sure your logo works well in solid black as well as in color for printing on mugs and pens.
It has minimal details. Fine, intricate details get lost when shrunk down to small sizes. Embroiderers may not be able to reproduce your logo clearly without enlarging your logo on hats and shirts. Always ask your designer to show you several sizes to ensure optimum reproduction.
It works in horizontal and vertical applications. Designers have always struggled with this, but the problem is magnified now with online advertising. Ads are often spanning across a page in a banner ad or squished in a narrow tower ad beside the page. Square logos are the most versatile, but not always possible, especially if you have a long name. The next best alternative is to have a horizontal and a vertical version.
If you’ve been thinking about a new logo or making modifications to improve the one you have, call Re:think Marketing for a free consultation today.