Most people will be able to instantly identify the golden arches, the apple with the bite out of it and the ‘swoosh’ tick without seeing the name that accompanies it.
A successful corporate logo should:
- Create your image
- Create consumer loyalty
- Be a powerful marketing tool
- Establish ownership
Logos establish identity. They are the face of the brand and should be unique and comprehensible to all potential customers. To achieve this most have a tie in with the brand values, which can be achieved by using a combination of colour, typography and graphics. All of these provide essential information that allows the customer to easily identify with the brand.
For example a law firm may have an established, formal typeface and symbol to show trust and integrity to their clients, whereas a sports company may have a slanted italic font that shows forward movement and action.
8 Expert Tips to Achieve a Strong Successful Corporate Logo
- Have a good idea of what your business values are. Write down 10 words that stand for your business and give these to your designer
- Give your designer a strong brief of what your business is about and what you expect. Examples of other logos, colour and styles you like are perfect.
- Listen to your designer if they say something won’t work or doesn’t look right
- Trust your designer but don’t be afraid to stand up and tell them it’s not what you want
- Don’t follow popular trends as they tend to become stale quickly. You want something that will still look good in 20 years
- Don’t clutter or overcrowd your branding. Simple is best.
- Sometimes the best and most effective logos aren’t your first choice. Some of the world’s most successful logos were the least liked.
- Avoid clichés such as globes, lightbulbs and speech bubbles.
