“The effectiveness of a logo depends on distinctiveness, visibility, adaptability, memorability, versatility, and timelessness,” said Paul Rand, one of the most famous graphic designers. The article will cover in detail how to “measure” a logo by these criteria. We suggest you test your logo right away: put a “yes” to each item it meets. The more affirmative answers you give, the greater the potential for your identity.
A logo is not just a beautiful picture: to be noticed and remembered, it must be based on meaning. An emblem can:
The worst way to evaluate a logo is to follow the “like/dislike” criterion. The logo should meet not your taste but rather the interests and style of the target audience. Are you focused on youth? A modern dynamic logo with bright colors and bold fonts will be appropriate. Are your clients the older generation? They are likely to accept the classical style best.
Tip. To create the target audience profile, conduct market research. You will need these results to develop your corporate identity as well as to plan your promotion strategy in general.
If all airlines used planes and fast food chains hamburgers as symbols, customers would hardly distinguish them for the first time. An identity is a way to emphasize the personality of a brand: your logo should not be confused with your competitors’ ones. When developing a corporate identity, avoid cliches and make sure you check the picture for uniqueness. There are several ways to do this:
Tip. What to do if you found a similar but not identical image from another company? Do you need to give up your idea? To make a decision, check if the market and the target audience are the same. If you work in different countries or niches that do not overlap at all, it would probably be fine to use similar logos.
Raster graphics (PNG, JPG, JPEG) consists of pixels. You can see them when stretching a small image – for example, increasing a 500×500 logo. Such images can only be used in their original size or smaller. Most often raster files are used on the Internet – for websites, favicons, or social media.
Vector graphics (AI, EPS, SVG) are based on vectors that help maintain quality regardless of image magnification. Therefore, the logo in the vector format can be easily scaled and printed for advertising purposes, such as roadside banners or truck branding.
Tip. To use the logo effectively, you will need both a vector and a raster image. You can get the logo in all listed formats with the help of the online ZenBusiness generator: the service allows you to develop the logo in a couple of clicks and then download the full package with all the files you may need.
A good logo is the one that remains recognizable and conveys the same meaning in different sizes and on different media. The versatility of the logo can be checked according to several indicators.
Think about where you will use the logo and what layout the image will need. So, a horizontal one may be most suitable for the site, a vertical one for business cards, and a square one for the profile image on social media. Make sure you have several versions of the file.
Tip. When creating a logo, test it to the fullest: zoom in and out, convert it to black and white. Ask your colleagues and friends whether they recognize the picture, distinguish what is depicted in it and whether it conveys the meaning you put in it.
A trendy logo is an ineffective logo. In pursuit of trends, you can miss the essence of the brand by endlessly updating the logo and make it less recognizable as a result.
To create a high-quality logo, focus on long-term trends rather than passing ones. For example, simple clean design has been in fashion for many years: such logos successfully withstand the test of time.
Tip. To test the logo, answer the question of whether it will deliver the same message in a couple of years. If your logo is a tribute to trends, the answer to the question will be negative.
Take your time with the final logo selection: develop the foundation of branding, explore the target audience, create multiple versions of the logo, and test them against our criteria. An effective logo along with the rest of the corporate identity elements will attract customers’ attention, differentiate you from competitors, and remain relevant for years to come.
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