If you are looking for a well-crafted logo then you need to understand the qualities of good logo design and branding. These qualities include: recognizability, instantaneous communication, and adaptability.
You want your clients to recognize your logo, and know what it stands for every time they see it. This helps build and maintain brand awareness, and a logo redesign can give your whole brand a facelift. Logos like Apple’s or Coca-Cola’s will instantly make you aware of the brand of the product, and recall your prior knowledge of their brand, building loyalty.
If you wish for your logo to have the recognizability of these industry giants then you need to have a close bond between your logo and the products or services it stands for. Whether it’s a simple pictograph, an abstract symbol, or the name of your company carefully typeset, your logo is the first face of your company the customer sees.
Different kinds of logos communicate differently, but they should all be able to effectively and instantly broadcast the key values or aspects of your message that you want to highlight. There is a reason that law offices usually use the names of the partners as the logo: This immediately establishes a personal relationship with prospective clients, before they even walk through the door. This lays the foundation for building a client relationship in a business where trustworthiness and the individual skill of the practitioner are key to success.
Those in industries other than legal work may need something with a little more pizzazz. The fluid lines, overlaps, and distinctive geometry of our logo design for Columbia Missouri’s local ballet company instills the prospective theatergoer with a sense of movement. Although you might not know that “MCB” stands for Missouri Contemporary Ballet, the pictograph of the dancer tells you all you need to know, before you can blink.
Adapt when needed
Last, but not least, we have adaptability. Adaptability means that your logo can be used to represent whatever product or service you might be selling, now or in the future. Let’s say your company starts out selling widgets. Over time you expand to sell widgets and widget support services. Therefore your logo should be designed from the outset with adaptability in mind.
If you use a simple symbol as your logo then you could preserve that adaptability. If you were, for example, to use a symbol of a widget as your logo then it would adaptable to selling widgets and widget support services.
However, if you wish to expand beyond widgets then a widget based logo would be limiting. Therefore you might be better off if you use an abstract symbol which is less restrictive. This will allow you the ability to expand into other areas in the future.
Looking for more insight into logo designs and redesigns? Contact Hub & Spoke today for a free consultation about how we can help!