Chapter 8: Tips for Choosing the Right Logo

How do you know when a logo is “the one?”

It’s a hard question. The answer can vary depending upon your situation. But I do know one thing.

Many of us are visual learners. One thing that rings true with most of the clients I’ve worked with: Once you see the logo, you know if it’s “the one.”

Here are some reminders, tips and tricks to knowing a logo is the perfect branding fit:

Does the Logo Have ‘The Basics’?

You want to pick a high-quality logo that will spread your brand’s message far and wide. As you look at the logo, quickly go through this basic checklist to help you keep more of a focused perspective:

• Minimal
• Innovative
• Original
• Relevant
• Memorable
• Focused
• Timeless
• Iconic
• Marketable
• Recognizable

If a logo can meet the above criteria, then it should be considered as a top choice.

Does the Logo Fit the Brand’s Message?

Looking at the logo, you have to decide whether the logo will work with your brand and business concept. Some logos simply veer too far away from the original message that you are trying to send to your audience. The golden rule of any logo is that it enhances the company image.

That’s why you’re in the business of creating one in the first place. You want to communicate what the company’s about — and you want it to align perfectly

Does It Fit the Target Market?

Now may be a good time to refer back to that logo questionnaire. The target market has been defined, but now audience and logo need to align.

Review the logo as it relates to the target audience. Be sure the logo is appealing to people of a certain age, gender or income if you are creating a branding strategy that specifically caters to a certain group of people. If you’re using personas to do this, make sure you revise them as you continue your process to account for data you encounter along the way.

What Does “It” Do For Them?

Ultimately, customers care about what something or someone can do for them. The logo must send an effective core message to customers. It’s more about what you can do for them — how “it” (the product or service they’re after) will benefit their lives.

Whether it’s graphic elements, color or typography, there should be multiple elements working together to bring your target consumer’s attention to the brand through the logo.

You can’t have a truly successful logo if you don’t know the target market’s needs. Know your audience.

Would You Remember the Design?

Think Nike. McDonalds. Apple. These symbols almost instantaneously pop into our heads after just hearing the name. A logo design should be recalled instantly.

For example, if there are a couple logo concepts in front of you, close your eyes and see which design pops out at you the most? This is actually a pretty effective test to see if one of the logo concepts stood out to over than another. Go ahead. Try it out. You will quickly determine the memorability of the logo.

Clear Messaging

The logo should give you an original feel and have a personality and messaging that no other logo can claim.

It’s difficult to find these types of logos, but that’s why you hired a logo designer. The designer is supposed to give you a unique logo design that is very clear and concise.

The logo needs to be a summation of the company. It should tell a story.

It should send a message that transcends the experience of an initial interaction or purchase.

Does the Logo…Work?

A company needs a logo that just plain works.

It needs to be able to translate between light and dark backgrounds, and be recognizable when sized down or blown up. Look at the logo from the perspective of where you will display the logo most prominently.

Think of the logo in terms how it will be displayed:

Websites, social media, t-shirts, posters, business cards, letterheads, digital ads, mailers, brochures, vehicle wraps, signs, billboards, just to name a few.

The ability to apply the logo on a variety of different mediums and backgrounds is so vital. Take the time to make sure it works.

How Important are Other People’s Opinions?

The answer may surprise you.

Everyone wants to be a part of something. In this case, your logo is the object and they want to have a say (whether it’s in the best interest of your company or not).

Getting input from family and friends is not (innately) a bad thing.

It’s when you ask Aunt Mildred who isn’t a designer or creative-minded…or when you ask your spouse/boyfriend/girlfriend who isn’t a designer or creative-minded…or your friend who……you get the point.

I realize this goes against what many of us have learned to be true, but asking as many people as possible is one of the easiest ways to sink your logo, unless you’re conducting honest market research. I can’t even count how many times I’ve seen initial, solid logo concepts go from hero to zero after a family or friend input was received, and tweaks were made to satisfy the non-designer input.

4 Myths about Choosing a Logo

Logos can’t tell you how many people saw them that day or what they think about your company, but they can say something to your visitors and customers.

Some designers believe that there isn’t anything more misunderstood than logo design. Consumers have all kinds of concepts that they think would make a great logo. They miss out on the simple concepts that actually make logos stand out.

These following myths about logos will clear up some confusion about what logos represent:

Myth #1: Logos Reflect the Whole Story

Logos aren’t always going to tell you the whole a story. They’re a way to identify a brand, not tell an entire story. As nations have flags, families have crests, and companies have logos. They have different purposes.

If you think about some of the biggest logos in today’s global markets such as Coca-Cola or Reebok, then you begin to realize that these logos don’t talk about a bottled drink or athletic shoe. Logos are simple identifiers.

A swoosh stands for Nike, a golden arch stands for McDonald’s and a chewed apple stands for Apple Inc.

The main takeaway: Logos should differentiate one company from the next in a unique way. Not tell the entire story of the company.

Myth #2: You Can Just Have a Symbol without Text

You may think the Nike “swoosh” is a fine example of why your company can just have a symbol for its logo without any text. After all, many symbols are recognized around the world like Verizon, Pepsi and Adidas. These companies don’t have to say their respective company names, and yet everyone knows who they are when the symbols pop up.

Recognition comes from repetition.

Recognition comes from repetition.

Recognition comes from repetition.

The difference is evident: These companies have boat loads of marketing dollars at their disposal.

When you are building a brand and creating a logo, you can’t depend on people to recognize the logo and associate it with a company’s name. It’s too young. The marketing dollars aren’t there.

Instead, be sure to have that symbol work in conjunction with logotype.

Myth #3: Logos Have to Follow Certain Industry Standards

For some markets like law firms or real estate you might think the logos have to be boring and traditional, but that’s simply not the case.

You can think outside of the box and do something completely different. It’s more beneficial to a company to land on a design that wasn’t like everyone else in an industry.

There are already a ton of logos out there that look similar to each other in the same industry. Many logos start to blend together — this is the last thing you want.

The logo is meant to show the uniqueness of your brand. No one else can be your brand.

You don’t have to comply with industry standards to create a recognizable and memorable logo. It’s probably better that you choose a logo designer who thinks this way as well.

Myth #4: Logos Need Symbols

There are so many logos out there that just have good typography and don’t need any kind of symbols at all.

Sony, Google and FedEx are just a few examples of logos that don’t use any kind of symbols and yet they are recognized around the world just the same.

They are also quite simple with a focus on the style of font and color of the text. For example, many people recognize FedEx because of the odd combination of bright purple and orange that separates “Fed” and “Ex.”

Do Logos Have to Be Likable?

There are so many logos out there that just have solid typography and don’t need any kind of symbols at all.

Sony, Google and FedEx are just a few examples. These companies don’t need separate symbols yet they are recognized around the world just the same.

This idea scales to any type of business big or small. If the typography works with the brand then go for it.

Just be sure the font isn’t too easily recognizable or boring. Arial or Times New Roman are familiar and won’t have the effect you are going for.

Either use a stylized font, customize parts of the stylized font or have the typography customized from the ground up. Now the logo will offset anyone saying, ‘Your logo looks like x logo’.

It will be a unique logo that on its own is a strong, forward-thinking concept.

Don’t discount the type-based logo.