If your business is more than a few decades old, it’s likely your logo could use an update. Perhaps it came from a time when that sort of thing wasn’t as much of a game changer as it is today. It stuck around, served a purpose and was passed down to you. But, is it still working for you and serving its intended purpose – generating recognition? Does it still represent your organization’s identity in a modern era?
If you’ve made promo material, a custom logo power bank, for example, and are on the fence about its effectiveness for your next trade show, follow these rules to build and maintain brand recognition.
Keep it Simple
The main reason a logo exists is to establish the identity of your business in an easy-to-view graphic summation. A logo is a mental shortcut to a product or a company and they reflect the personality, values and principles of said organization. You don’t want to bog your design down with too much going on – keep it simple and legible.
For example, take the Nike “swoosh” – arguably one of the most recognizable logos in the world. It encapsulates motion and speed, which is something that an athletic wear company would want to represent them. Even their name is in sync with that message, Nike is the Winged Goddess of Victory, which adds a bit of a mythological association to their brand. It’s emblematic of their identity, culture and inventory all in one simple design.
Make it Distinct
The inability to differentiate between logos of one company or another makes for two useless logos. In today’s cluttered marketplace, it may be hard to set yourself against the competition. Without a logo that is unique and recognizable, you risk giving another company the business that could have gone to you, had you stood out more.
When coming up with the design, ask yourself: is it unique? Can it be differentiated from other brands?
Remember that even the most distinct logos are often very simple.
A great logo needs to be recognizable at different sizes, across mediums and in different applications without losing any of its motivating power. A powerful logo needs to look good on business cards, on the web, on letterhead, in print ads and video. It needs to look just as good on a billboard as it will on a business card. When you are designing your logo, try making it in black and white so that you can focus on design aspects first, before bringing color into the equation.
Above all else, the most important factor to remember when making your logo is that it is unique to your business, exemplifies what you stand you for and communicates your organization’s personality.