We talk a lot on our blog about how your brand is so much more than your logo. But don't let that make you think your logo isn't an important part of your brand! Your logo could look any number of ways and be the right depending on your brand. But no matter what, there are a few things your logo SHOULD and SHOULDN'T be.
Your logo SHOULDN'T be...
Hard to read — If the type in your logo makes it unclear how to spell your brand or read it at all, it makes it difficult for potential customers to find you online later or sometimes even know your business name at all. It's hard for a brand to be memorable if no one knows your name! You have to be really careful with cursive/handwritten fonts, as well as, loud colors.
Based off of a competitor's logo — It's okay that you love your competitors logo. But DO NOT try to be like that logo! Your logo should feel unique to you and help your ideal audience tell your brand apart from the other players in the field.
Overly intricate — Intricate and detailed design is so beautiful to look at, but it's not made for branding. Logos with too many tiny details can be difficult to read and are nearly impossible to use in small sizes. An intricate logo is, unfortunately, not a sustainable investment. It isn't exactly "sexy" to think about, but it's just as important that your logo is as functional as it is beautiful.
Your logo SHOULD be...
Timeless — You don't want to be that brand that changes logos like you change your clothes. Your logo should be as timeless and long-lasting as possible. We don't like to jump into trendy logo designs lightly. Do trends sometimes make their way into logos we design? Of course! But only if we feel like it is more than just a trend for that brand.
Recognizable – It may seem obvious, but your logo should be recognizable! You want a design that not only stands out to catch attention, but is memorable. Whether it's that certain color your logo uses, unique font, or clever mark, you want a logo people that stands out in the crowd. A bit of a warning though — your logo should look just as great in black and white as it does in color! Color isn't always an option.
Tailored to your audience — Above all, your logo should be tailored to your audience. Although your logo should feel like you in some way, your logo isn't FOR you. It's meant to attract your dream clients. Every part of your brand should be designed with them in mind, and that includes your logo.
We focus on collaboration and strategy to build brands with the strongest foundations — for movers and shakers (like you) who need help with getting clear on what you do, who you serve and how to present that vision to the world.