6 Qualities of a Practical Logo

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As a business owner, you want the best thing for your brand, and that includes creating the best logo. A good logo is not just a matter of taste. It has numerous qualities that need be considered—artistic qualities, yes, but practical ones as well. And as a visual representation of your business, you can’t afford to ignore practical qualities such as the ones below:

The example I have chosen to illustrate my points for this article is the logo I created for Bonjour Creperie (a french pasty company that make crepes (sweet and savoury), with organic and locally grown products) – great brand name by the way! The idea behind the logo is the motion of crepe making (swirl effect of a crepe) and hints at the sun ( for “bonjour” – good morning in French)!

Scalable

Logos are going to be used in all of your brochures and advertising, so you should make sure that it scales well. A logo with detailed line drawings will look beautiful on a 30-foot billboard, but shrink it down to business card size and people will barely be able to tell what it’s supposed to look like.

Keep your logo choices to simple shapes and patterns. If you do use line drawings, then make sure they are simply drawn and can still look good when shrunk down to tiny sizes.

Can Use Solid Colors

Gradients and color patterns may look really good on paper and on display monitors, but it’s going to be quite a challenge printing them on a custom t-shirt or baseball cap. You can still use fancy color shades and the like to spice up your logo, but make sure that it also looks good in solid colors such as black and white.

Adaptable

Jumping off from the previous two points, it is a good practice to check how your logo looks on different mediums and materials. If you have a good logo design, you’re going to want to plaster it on everything: signage, brochures, key chains, USB sticks, coffee mugs and the like. And while you’re at it, test how the logo looks on your actual product. After all, you wouldn’t want to create a logo that clashes with your product’s fiery red color.

Memorable

A good, memorable logo will either have striking images or something totally relatable to the consumer. Many brands include mascots in their logos in an attempt to increase both mass appeal and memorability. Others use easily identifiable shapes, objects and bright colors. One of the more effective methods is to include your brand name in the logo as an added measure to increase brand recall (although the effectiveness of this will depend on how well you’ve chosen your brand name).

Unique

When we say a logo should be unique, we’re not just talking about its similarities to competing logos. We’re also talking about its uniqueness in terms of expression, visual elements, and brand individuality.  Derivative logos are bad for the brand, but so are logos that look generic. Just because your logo is a typeface doesn’t mean you have to settle for using ordinary, bland fonts (unless that is what you’re aiming for). Give it the chance to stand out by putting in a unique spin on standard design elements. A flash of color, a stylized font, some interesting shapes. Fight for the attention.

On Message

With all the design elements and practical considerations to keep track of, don’t forget your logo’s primary purpose. It is supposed to communicate your identity to customers, as well as emphasize the value you bring as a brand.

Graphic designers and brand management agencies can help you create a logo that evokes the right emotions and impressions in your target audience. This should be in line with your branding strategy and how you want your brand to be perceived. Taglines can help emphasize your brand message even more.