BRANDING: The Working Parts of a Great Logo

BRANDING: The Working Parts of a Great Logo

You probably know an awesome logo when you see one, but do you know why you perceive it as being great? There are a few ingredients found in most iconic logos. Do you recognize them in your own?

The Unique Factor

A visual identity is just that: who you are as a brand. As such, it should stand out immediately. Most small businesses don’t have budgets for the extensive awareness campaigns that corporations run, so a standout logo is imperative for earning—and keeping—attention.

Using Typography Like a Pro

A logo is comprised of two things: iconography and typography. Most savvy brand-builders know to invest in a punchy icon, but the text treatment is just as important, if not more so. After all, this is your brand name we’re talking about! It needs to look good. In other words, it should have your best friend saying, “oh, that’s so you.”

Establish a Branding Hierarchy

Believe it or not, some things matter more than others in your brand. For example, Smith Plumbing can emphasize “Smith,” “Plumbing,” or give each equal billing. Here’s our rule-of-thumb: an established brand should emphasize their brand over their category, while a new brand should emphasize what they offer.

Location, Location, Location

Where your identity lives should dictate much about how it looks. Will it live on a website alone, or on large format application like a billboard? Consider all of the various application for a logo: business cards, stationery, signage, vehicles, uniforms, websites, social media, and so on. Each has their own unique needs. Your logo should be easy to read—and quick to understand—on the channels it will grace most frequently.