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There are 3 responses to design - yes, no and WOW!

There are 3 responses to design - yes, no and WOW!

“Create a professional logo in minutes with our free logo maker!” - Stop where you are!... now back away slowly before the ‘free’ logo wrecker maker lures you in and costs you money and your credibility.

I can’t deny they can be pretty fun to play with but your organisation or cause is not a game. A logo is one of the most important branding investments a business can make. It defines you. It’s the key to creating a powerful brand.

If you’re thinking big the goal is of course instant recognition without the need to see the name. As a graphic designer Apple’s apple with a bite taken out of it fills me with a joy I ought to be embarrassed to admit (fortunately for this blog I have no shame).

Multinational companies can spend millions on their logos. BP spent £136m on its sunflower design they’ve had almost 20 years of use out of. Longevity in logo design is key. Other big firms with a logo made up simply of their name written in stylised text can spend hundreds of thousands on a new font, or different colour. I’m not suggesting you need to spend obscene amounts of money for a logo to be successful but it does need thought, it needs meaning then it will serve its purpose.

Find a good creative team that’s in it for the right reasons and before you know it you’ll be looking down your nose at the Starbucks mermaid and still have the money to buy a Triple, Venti, Half Sweet, Non-Fat, Caramel Macchiato.

If you’re looking to create a brand or rebrand an existing one, keep in mind a good logo is distinctive, appropriate, practical, graphic and simple in form. Here are a few principles to follow throughout the process. Make sure it is: 

  • Simple - simplicity is versatile and sits clearly on promotional material of all sizes, it’s easily recognised and memorable
  • Memorable - distinct, clear, unique logos will provoke immediate association and be remembered for years
  • Timeless - avoid elements that date i.e. a computer icon. Trends change, consider whether it will be effective in 5+ years
  • Versatile - Does it work in black and white? Scaled up or down your logo should still be effective, picture it on a pen and a billboard
  • Appropriate - Who will see it? Is it appropriate for it’s intended audience? You may consider a funky font for young people but ensure it’s not condescending 

Your logo is how people recognise you, it helps express how you're different from others - warmer, greener, stronger, and so on. People need a visual to help build the impression you want to create.

As Milton Glaser, designer of the I ❤ NY logo, once said “There are three responses to a piece of design – yes, no, and WOW!” aim for wow with a creative team that understands you and what you want to achieve, and they’ll help you do just that. If you think focus can help you achieve your digital goals, why not start the process and get in touch?

Jordana Jeffrey

Created on Wednesday June 05 2019 10:53 AM


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