The most important things for a good logo design is that it is simple, memorable, timeless, versatile and appropriate for the product.
Simple logo designs allow for easy recognition, making the logo versatile and memorable. Good logos often feature something unique without being overly exaggerated.
Simple logos aim to attract the attention of the consumer for use in advertising, aiming to be unique and simple enough to remember. A good example of this is how Nike- the world’s largest shoe manufacturer is a very simple graphic swoosh but is known worldwide.
As well as the simplicity of designs, being memorable is also incredibly important. Effective logos should be memorable, which is achieved by having a simple yet appropriate logo.
A good example of this is the simple yellow arches over a red background for Mcdonalds which the vast majority of people know.
An effective logo should be timeless, meaning that it will endure time and still be effective in 10, 20, 50 years.
The best example of this is the Coca-Cola logo when compared to the Pepsi logo, a simple and timeless logo can be very effective. It has barely changed since 1885 while the Pepsi logo has gone through many changes over the years before eventually getting to its current logo.
Effective logos should be able to work across a variety of mediums and applications- the logo should be functional. For this reason, logos should be designed in vector formats to ensure it can be scaled to any size. It should also be able to work in both horizontal and vertical formats. If your logo can be printed in one colour, printed on something as small as a postage stamp, as big as a billboard and printed in reverse (a light logo on a dark background) then your logo is an effective design.
One way to make sure a design is versatile is to begin designing in black and white so you’re able to focus on concept and shape rather than colour. You must also be aware that more colours mean more printing costs in the future for the company.
The logo should also be appropriate for its intended purpose. For example, the ‘ToysRUs’ logo is very appropriate and effective because it is a childish font and colour scheme. If this style was used for a law firm, it wouldn’t be nearly as appropriate. Logos should also somewhat be known to speak for themselves. Car logos don’t need to show cars, computer logos don’t need to show computers etc. as a logo is purely for identification and should work well enough to not need to show what products it may sell.
Clever ways that also make a logo design good is hiding meanings within logos such as the arrow on the Amazon logo pointing from the ‘A’ to ‘Z’ to show how many products are on Amazon.
Additionally, the Pinterest logo ‘P’ looks like a red pin and the website is used to ‘pin’ your ‘interests from the internet. Hence the name- Pinterest.