The Essence of Great Logo Design

From bright red targets to “Golden Arches” and from colorful apples to a simple “Swoosh”, there are certain images that we see and immediately associated with a company. Known as logos, these graphic symbols or wordmarks (text graphics) are designed with the intention of promoting recognition of a specific business. If done correctly, a great logo design will instantly call to mind a specific company – What company do you think of when you see or hear “Golden Arches”?

A logo is one of the most important marketing efforts of a business. It can give a face, so-to-speak, to the name of even the smallest of businesses. A logo is important to all businesses; big, internationally known businesses, as well as small, local business. A well-designed and well-executed logo is not only powerful for a big business; a logo can be just as powerful for a local business in New Hampshire, for example.

What a Logo Does for a Company

In order to really gain an understanding of what a logo is, we first must have an understanding of the purpose behind a logo. As mentioned above, the intent of a logo is to give immediate recognition to a company. The goal of a logo is to immediately bring to mind the name of a company; however, a logo should do more than just that – it should also make us think of exactly what it is that a company does, it should make us trust the company and it should make the company stand out above the competition. A logo is one of the most important aspects of a company’s marketing plan. It represents what type of business a company does and what a particular company stands for. In short, a logo design helps us recognize a specific business.

Characteristics of an Effective Logo

There are specific characteristics that make successful logos stand out, which, in turn, make the businesses they are associated with stand out. The imagery used in a logo can be virtually anything, but the most important thing is that this imagery is completely unique. In other words, a company’s logo should not bear resemblance to any other logo – it should stand on its own.

The imagery a logo possesses should make the general public think of a particular company. For example, the red and white target logo of the retail store Target not only brings to mind the name of the company, but it also indicates that the products the company sells are “right on target”, or that we will find exactly what we are looking for when shopping at the store. This simple logo is eye-catching and conveys the meaning of the company, the exact goal of a logo.

Designing a Logo

While it may seem like a simple task to choose an image to represent a company, the truth is, the process of logo design can be quite tricky. While we can certainly think of any image to use as a logo, the trick is to choose one that relates to the core of the business and that immediately makes the general public think of the particular business the logo is related to.

Since the process of logo design is a complicated one, it is important to dedicate a great deal to the development. To help make the design process effective, the following is important:

  • Determining exactly what a business stands for.
  • Deciding what type of imagery will best represent what the business stands for.
  • Choosing an image that is eye-catching.
  • Ensuring the image is unique.
Final Words

When designing a logo, whether it is for a large-scale corporation or a mom-and-pop NH business, it should always be memorable, adaptable and suitable for the business that it represents. When done right, a logo can have a huge impact on the success of even the smallest business.


Author: Craig Hayes
Publisher: Scribble Creative Group, LLC.
Section: Logo Design
Date: 8/1/13