The Elements of a Good Logo

This week, Drew McLellan gave some Questions to ask before you design a new logo. It’s good stuff. Logos are getting cheap and accessible for small businesses. Websites like crowdSPRING, Logo Inn, and 99designs are good resources. Here’s what you need to know about getting a good logo.

1. Fonts – The most important element in your logo is a unique font presentation. It’s not even necessary to have a graphic or icon in your logo (see Google). Insist the designer use unique fonts that are not widely available and present them in a unique, unexpected way. Check the fonts loaded in Microsoft Word on your computer. If the font is loaded there, don’t use it. You may need to purchase a font, but they’re not that expensive. Check out MyFonts for an inexpensive, scarce font.

2. Graphic Element/Icon – Don’t let the graphic element of your logo be literal. For example, a real estate company should not have a house in their logo, a furniture store should not have a couch in their logo. Why? Because that’s what people expect. The unexpected gets noticed, the expected does not.

3. Brand Promise & Tagline – The brand promise and tagline may or may not be included in your logo. They are more important to your brand definition. Remember that your logo is a visual representation of your brand. Don’t get a logo unless you first define brand promise and craft a tagline. Then include your tagline with your logo to see if it fits.

4. Logo Orientation – Determine how you will use your logo and then specify its orientation accordingly. For example, if your logo will mainly be used in your website head, it’s preferable to have a horizontal logo. What’s the shape of your store’s exterior sign? Maybe you need something square, round or vertical. Know the shape before you start.

5. Colors – Avoid multi-colored logos. Shoot for a one or two color logo. They are cheaper and easier to reproduce. Do some color research and then specify the colors you want in your logo. Color matters in branding so choose your colors based on your customer demographics and your brand promise. Here are some good color research resources: Color Wheel Pro, Color Meanings, The Impact & Emotion of Color

For more on logos, see these related articles:
The Importance of a Logo in Branding
How to get a good logo without spending too much money
Case Study: How to Get a Logo That Defines Your Business

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