When we are engaged in branding projects, one question usually surfaces when we talk about a logo and that is, “how do I know if our logo is any good?” If you are asking yourself this question, then here are a few questions to consider regarding the success of your logo:
Is the logo relevant?
In other words, the logo needs to appeal to the intended target market. Who are you trying to attract? Try to be as specific as you can then determine the colors, shapes, imagery, etc. that would best apply.
Does the logo have staying power?
The idea here is that if you plan on investing lots of money using the logo on all of your marketing collateral, then you need to be ready to stick with it for a while. If the logo is to be out of date old in a few months, then you may regret wrapping your company vehicle with it.
Is it readable?
Think about how you plan to use this logo. Is it going on apparel, lawn sign, building sign, business cards, etc? Readability may vary greatly depending upon its size and the distance at which the audience reads it.
Can it transfer from one medium to another?
Along the same line as the previous question, the logo needs to be able to transfer across a number of mediums. For example, a multi-color logo may look great on your website, but cost a fortune to screenprint on t-shirts. Or perhaps an intricate icon doesn’t foil well onto a business card or letterhead.
Do the colors work?
While you will often notice many company logos change colors depending upon their use, most logo color help to define the brand. Try to differ from your competitors by choosing colors that evoke the emotion that you want to convey. You may want to make sure that the colors are industry appropriate.
What size of a company do you want people to perceive?
Mom-n-pop. National brand. Franchise. Depending upon your choice of color, icon, fonts, etc. will create an image of size in the individual’s mind. Be aware of this when choosing a logo so you don’t outgrow your logo too soon.
While there are many other criteria to consider for determining if a logo is successful or needs to change, these are great starting points for conversations about it. We’re always excited to meet with people with a free consultation and brand overview. Do you want our professional thoughts on your logo? Let’s meet!
-Ernie Dimalanta, The Out-&-Out Marketer.
