The benefits of having a logo for businesses are well known. From improving brand recognition to building credibility and making a strong first impression, a logo is a must-have for every company.
That said, it is not just any logo that offers these perks. Instead, you need a high-quality logo. The question is, how does one evaluate logo quality? What elements should a logo have to be considered high-quality? This post provides detailed answers to these questions and more. So, let’s dig in:
Important Considerations When Evaluating Logo Quality
If you want to assess the quality of a logo, consider the following points:
Simplicity
Some people think logos must be sophisticated to appeal to potential customers. But this couldn’t be further from the truth.
If you take a quick look at the logos of some giant corporations, you’ll notice how ridiculously simple they are. Consider Nike’s logo, for instance. The “Nike” text and single swoosh below make the brand instantly recognisable globally.
So, what’s the secret to simplifying your logo? The key is to focus on only the most vital features of your brand’s identity. This could mean using a specific colour, font or symbol.
Memorability
Another trait used to identify quality logos is memorability. Given that your logo is a visual representation tool for your brand, it’s crucial to choose a design that’s likely to stick in consumers’ minds.
That said, creating a memorable logo is no mean feat. It involves carefully selecting colours, fonts, shapes and symbols. Another trick that might help you achieve this goal is reinforcing the pattern.
Frequent exposure to a logo with a distinct pattern or imagery makes it easier for customers to remember your brand. Mastercard’s logo is an excellent example of this. When viewed several times, the overlapping yellow and red circles make for easy remembrance.
Sometimes, it also helps to think outside the box and choose an exceptional design. Starbucks is one such brand whose logo doesn’t conform to the norm. Usually, cafe brands use designs with pictures of coffee beans or coffee mugs.
The majority are also brown, reminiscent of the brown hue of coffee beans. Starbucks went in a completely different direction by picking a green colour and an enigmatic mermaid mascot. This uniqueness makes the brand memorable.
Relevance
Relevance is another element used to gauge logo quality. The most successful company logos are relevant to their target markets. They can effectively communicate a brand’s personality and identity to the niche audience.
One visual element that’s of particular importance is colour. Different colours elicit different feelings in consumers. This then contributes to how customers perceive your brand. Let’s say that you run a business dealing in kids’ toys. The ideal logo would have bright colours to convey fun, excitement and energy.
Timelessness
One mistake business owners make is picking logo designs featuring current trends and fads.
Don’t get me wrong, I’m not saying that you shouldn’t keep abreast with changes and trends in the logo design space. However, you should also be careful when determining which ‘fashionable’ elements to adopt and which to omit.
Sure, your logo may look edgy now, but what will it look like in a few months? Will it be deemed outdated? If you want a quality logo, I’d recommend prioritising relevance over fashion. Look for a design that maintains relevance regardless of the season or time it’s used.
Timelessness is also closely tied to the simplicity factor. Classic logos focus on only what’s essential. They don’t include every element under the sun just because it’s considered chic.
Versatility
Versatility is another aspect worth considering when evaluating quality logos. The best logos leave some wiggle room for manipulation so they can be adapted to different media platforms. So the next time you’re examining your business logo, ask yourself the following:
Can it be resized for printing on business cards or brochures?
How does it look on Facebook, Instagram and other social media networks?
Is the logo legible in packaging materials?
If it looks weird when its size is shrunk down or increased, then it probably wasn’t a good logo to begin with. Again, the simplicity of a logo design influences its versatility. If you can reduce the noise and opt for a simple design, then your logo will be more versatile.
The Adidas logo is the epitome of versatility. The giant sports company actually has several variations of the logo design, all of which look similar and work perfectly. And while these logos are mainly displayed on wearable items, they look stunning on other objects too. Think gym bags, soccer balls e.t.c.
Authenticity
The last aspect you should look into is authenticity. Simply put, this means choosing a logo that’s unique and original.
There shouldn’t be any other design out there that comes close to it. This not only helps with memorability, but it also attracts new leads. When you choose an exceptional logo, people will be curious about your brand and what it’s offering.
To illustrate this point, consider Pepsi and Korean Air logos. The two brands are poles apart in terms of what they offer, and yet their logos are almost identical. Both brands drew inspiration from the colours of their national flags. But even then, it can be pretty confusing for consumers.
Looking at the other end of the spectrum, consider brands like Chanel, Shell and Apple. They have some of the most unique logos worldwide.
The Bottom Line
You don’t have to rack your brain trying to find a logo design that meets all these requirements. However, do your best to choose one that hits most of the markers. The three most crucial factors to consider when gauging logo quality are simplicity, relevance and memorability.
Once you’ve achieved these three, you can consider secondary factors. These include the authenticity, versatility and timelessness of the logo. In other words, the logo should be unique, adapt to different marketing media easily and maintain relevance over time. The best logos possess these traits while communicating your brand’s core values and personality.
