What Makes a Good Logo Design?
Logo design is probably one of the most crucial aspects for the establishment of a startup or brand because it helps in communicating to people about the real meaning of a brand and how it should be perceived by people. The least you can do is to learn about what constitutes a good logo and avoid one that will compromise on your overall success.
A good logo should be distinctive, appropriate, practical, graphic, simple in form and convey an intended message.
- An effective logo should be:
A simple logo aids recognition
Keeping the design simple allows for flexibility in size. Ideally, your design should work at a minimum of around one inch without loss of detail. Look at the logos of large corporations like Mitsubishi, Samsung, FedEx, BBC, etc. Their logos look simple and are easier to recognise because of it.
A logo doesn’t need to say what a company does
Restaurant logos often don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better.
The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an aeroplane. The Apple logo isn’t a computer.
Choosing a Colour for Your Logo
The psychological effects of colours have been studied by scientists since the Middle Ages. Every colour evokes a different and unique emotional response in the viewer.
Positive: Physical courage, strength, warmth, energy, basic survival, 'fight or flight', stimulation, masculinity, excitement.
Negative: Defiance, aggression, visual impact, strain.
Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.
Negative: Coldness, aloofness, lack of emotion, unfriendliness
Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.
Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.
Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace.
Negative: Boredom, stagnation, blandness, enervation.
Positive: Spiritual awareness, containment, vision, luxury, authenticity, truth, quality.
Negative: Introversion, decadence, suppression, inferiority.
Positive: Physical comfort, food, warmth, security, sensuality, passion, abundance, fun.
Negative: Deprivation, frustration, frivolity, immaturity.
Positive: Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species.
Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness.
Positive: Psychological neutrality.
Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.
Positive: Sophistication, glamour, security, emotional safety, efficiency, substance.
Negative: Oppression, coldness, menace, heaviness.
Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency.
Negative: Sterility, coldness, barriers, unfriendliness, elitism.
Positive: Seriousness, warmth, Nature, earthiness, reliability, support.
Negative: Lack of humour, heaviness, lack of sophistication.