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It is a hard task to design a logo which can be able to strike people’s attention and stick it in their minds among the various visual stimuli; only graphic designers can do it. Even though there is a number of companies with their respective logotypes, when we think about examples of logos just a few come to mind. This means that only a few are recognized and easily remembered. Bearing in mind the features of the best-known logos throughout time, we can state that a really representative logo is characterized by its simplicity, coherence, catchiness, usage, endurance and distinction.
Simplicity
A logo must be simple. The complexity of shapes, typographies and colors must be avoided since it only causes confusion in a society flooded with visual elements. Due to the great variety of products, companies and any kind of stimuli, and due to the speed of daily life, only a simple design can attract people’s attention and be remembered. Simplicity is the key to a logo’s success and it should be present not only in the graphic aspects but also in the message to be transmitted: it must be a simple and brilliant idea.
Coherence
The logo of a company has to be coherent to its principles and to the image it wants to give. Therefore, a real estate agency in charge of the buying and selling of fancy mansions needs a logo that shows somberness and sophistication. It is important that the icons, words and colors of the logo have a relation to the company’s philosophy. The public should look at the logotype and immediately perceive the exact spirit of the organization. A coherent logo allows you to immediately associate a logo to an area of activities, services and products.
Catchiness
A logo must be catchy, i.e., it must capture the public’s attention through a simple, harmonious and attractive style. This quality is fundamental since it makes people take notice of a logo among the various signs and associate it to a company. Design catchiness makes of the logo something unforgettable, since first you have to make public stop and look at the logo, then internalize it. It is very important that the logo can be easily remembered because, otherwise, it is absolutely useless. Simplicity, coherence and catchiness are key aspects so that people can remember a logo.
Usage
Since a logo represents a company, it is an element that must be present in all promotional material, so as to consolidate the identity of the organization. Many times overcolored and complexly shaped logos are created, looking for an original design. However, a logo with the already mentioned features results unproductive, since it will be neither captured nor remembered, and furthermore it will not be used in different sizes, colors and materials. An applicable logo is the one that can be perfectly distinguished in any surface, dimension and color (any color, or black and white). This principle guarantees that a logo will work in the various uses it will have (for example in a business card, in a promotion flag or in a fax).
Endurance
For a brand to stick in the different generations of consumers throughout time, a company’s logo has to be enduring. This feature is possible if the logotype goes beyond trends and particular styles of each historic moment. A good logo goes beyond distinctive features, and it is attractive and distinctive at any time. In order to consolidate a brand, it is important to avoid drastic changes in the logo.
Distinction
Effective logos make a company stand out from the rest, since they capture their specificity, i.e., those aspects that make it unique and superior. In these cases the public should immediately identify a company. Thanks to an exhaustive analysis of the activities and principles of a company, designers manage to identify its essence in order to transmit it later on through the logo design.
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