Whether for massive companies or small businesses, the best logos tend to be simple and memorable. A successful business logo is recognisable in less than a second. Don’t settle for a generic logo. If you’re doing anything that makes the viewer squint or hunt for details, your logo is probably too busy. A potential customer or partner is far more likely to remember a few bold shapes or a splash of colour than a riot of details or intricate elements.
Try not to be too literal with your approach either. Great logos don’t necessarily have to depict the company’s product or service. Nike’s “Swoosh” isn’t a shoe, Amazon doesn’t market itself with a delivery truck and Apple’s logo is not a computer. Try to avoid obvious connections with your company logo — if you’re a dental office, investigate options other than a tooth or a picture of a smile.
A professional logo designer should be aware of current design trends and steer your logo away from looking like it’s part of a design fad. Certain design elements can announce who you are or what you do, but if there’s something in line with your vision or values that’s different from the competition, that’s great material to build into your logo.
Logo ideas often emerge from experimentation. If there’s a design element you need to include, like a company name, consider all of the ways you could present that information. Play around with arcs, shapes and text distortions. Write out your business name and tweak how it looks in a variety of fonts.
Colour and contrast help a good logo stick in the eye of the viewer. Colour goes a long way in setting the specific mood or feeling that you want to present to the world. Green hues can suggest concern with the environment or sustainability, reds are dynamic and active and deep blues can suggest calm authority.
Your logo also needs to work in situations where colour is limited. During design, think about how your business logo will look in various formats, such as on a black-and-white letterhead or on a single-colour business card and compile those rules in your brand kit to guide your team on future projects.