Zaheer Dodhia, CEO of Logo designis an entrepreneur who has launched multiple startups including ZillionDesigns, PCStore, CashforUsedLaptop.
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In a world where branding is key to a company’s survival, a well-designed logo is a must-have. But not all logos are created equal.
You may like the look of your logo, but does it really do the job? And how do you determine the success rate of your logo?
Let’s get into the details.
Why you need a great logo
First of all, what is the purpose of a logo?
A logo has several purposes.
• It serves as the main visual for a brand.
• It identifies the brand among the competition.
• It sends a message about the brand’s personality.
These are three essential elements for a successful, thriving brand. Your logo carries its weight as the most important visual for your business: a big responsibility for a small piece of graphic design.
Therefore, you cannot afford to ignore its effectiveness. Logos are small, but they have an impact far greater than their footprint, for better or for worse.
Key elements of a successful logo
While there are many individual aesthetic choices to be made when designing logos, the end result can really be broken down into four major categories.
• Adaptability: Your logo must be adaptable and versatile as it will be used on different backgrounds and in a wide variety of situations. It’s printed on everything from business cards to product packaging, incorporated into your company’s website and app design, and spread across all of your marketing from email broadcasts to billboards and beyond.
Versatility is key: logos should be displayed well in black and white, in limited colors and on a variety of backgrounds.
• Memorability: Your logo should be memorable to facilitate brand loyalty and recognition†The best way to create a memorable logo is to stick to as few elements as possible. The general rule is: the simpler, the better. Ideally, you want your customer to be able to draw your logo from memory. And remember, you only have about 50 milliseconds to make a good first impression!
• Unique: The importance of uniqueness in logo design is probably obvious. If your logo doesn’t stand out from the competition, neither will your company. Research your competition before designing your logo to ensure you don’t accidentally end up with a copycat or lookalike.
• Accuracy of messages: Good logos send a message about the company they represent, and great logos send a very accurate one. The individual elements you choose, such as color, font, and graphic style, can all be crafted to appeal to your target audience. They should reflect the personality behind your brand. Use a modern and legible font so that your company name is not misread.
How do you know if you have a successful logo?
Now that you know a little more about what a good logo should accomplish and what its purpose is, how can you be sure that your logo is truly successful? Does it do its job?
In addition to the presence of the four main elements that we just mentioned, you need to look for real feedback.
Getting feedback is easy. Just ask.
Instead of asking your close friends and family what they think, you can start a poll on your website or ask a segment of (prospect) customers. You want an unbiased perspective.
Get a clear picture of their first impression of the logo, whether the message seems correct and whether the elements are easy to understand. This is especially important if you’re using a complicated font or an image that might appear to be slightly different than what you want it to display.
Then determine the lifespan of the logo. This is a bit more difficult to determine. Sometimes the only way to determine if a logo really has this elusive quality is to test it in the field or use it in your company for a while. But you can also consider whether your logo is not overly trendy. Does it rely on current trends and design tricks that will prove dated in a year or two? If so, you may want to rethink the design.
If the signs indicate that your logo is not a success, don’t hold onto it out of a misguided sense of loyalty to the design or the designer. Your logo is there to serve your brand, and if it doesn’t work, it’s time to move on.
You need a logo that perfectly represents your brand – don’t settle for less.
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