A good logo is a critical element of any good brand. In our visual society consumers are often more influenced by the “look” of a product, or the marketing of a service or company than they are the product or service itself. This trend is greatly influenced by websites. It is reported that 58% - 93% of consumers are making decisions on a vast array of products and services by searching for them via one of the 800 search engines (primarily GOOLGE making up more than 74% of all internet searches). There are fewer  opportunities to win a customer over with your white teeth, winsome personality, and devilish good looks. They are making decisions based on information and, yes, what they see in your marketing materials.

Some estimations put the time it takes a website visitor to determine relevancy at just 55 milliseconds with the average total time spent on a site a whopping 3 seconds.

Eye tracking research shows that the first stop for those consumers’ is the top left corner of the website. That is where your logo should be.
That position places the first impression of your company in the hands of your logo.

So we have boiled it down. Increasingly, your website is your customers first stop. First thing they see is your logo.

Now, this is not to say that the logo quality and positioning is less critical in traditional media. It is critical.

So online or offline what makes a good logo? I like what designer David Airey has to say on this subject. He has broken down a quality logo by 5 elements that are represented in every iconic logo. Here they are:

1. It’s describable
2. It’s memorable
3. It’s effective without color
4. It’s scalable i.e. works when just an inch in size
5. It’s appropriate

David goes on to point out: Numbers “one and two go hand-in-hand, because if you can’t describe what a logo looks like then how will you be able to remember it?”

Every client gets hung up on the color of their logo and overall pallet.

While it is important that color of the logo has to be able to change with time. Contemporary design needs to have the ability to change with trends and not be dependent on a color scheme. Far more important than the color is the form. Ask yourself, does your logo work in black and white. The iconic logos below, from my two favorite brand architects, Peter Arnell and Paul Rand are simple.

In David’s 4th point, scalability; will the logo be visible on small surfaces, pens, letterhead, M&Ms? Those collateral elements that are handed out at trade shows and are part of direct mail campaigns with bite have to be able to deliver your logo in form and clarity. Forget graphic effects such as 3D embossing, shadows, glares, or photo imagery.

They simply are barriers to scalability and adaptability. They are obvious indicators of poor logo design.

The design must be appropriate for the business it identifies. This requirement is accomplished through an understanding of your industry and its competitors. In any good marketing and branding strategy, differentiation plays a role. The purpose of intense research is not so you assimilate your logo to get lost in the noise but as a way to determine how to stand apart.

Another designer, Vukan Karadzic, cites these DO’s for good logo design:

1. The first characteristic of an effective logo is that it has immediate impact
2. A good logo must be good to look at
3. A good logo must also copy well
4. An effective logo must create or evoke a positive image
5. Accurately represents the organization or business
6. Are memorable
7. A good logo should not have to be changed it because it did not wear well over time.

 
To end this conversation on logo design I leave you with one last point:
Don’t try to fall in love with your new logo. I don’t love the Cummings logo designed by Paul Rand but I remember it. Keep focused on the guidelines above. If you fear a change with your logo, please read my previous article here.