What Makes a Good Logo

Anyone who has even the slightest knowledge of design, branding or marketing knows that a good logo is pivotal to the brand’s identity and brand positioning. A good logo helps to grow a brand and create a unique brand identity while a poor logo can be detrimental to its success. Retail brands, in particular, have more riding on their logo and corporate identity program to convey a cohesive message to their customers. We can observe that the top retail brands in India all have a comprehensive approach to brand identity packaging and product packaging design.

A logo’s purpose is to be a mental bookmark for past experiences with a brand; possibly bringing up good feelings. The right logo on the box packaging design also helps draw in new customers if it connects with them and conveys the right theme. The difference between a good logo and a bad logo can result in either a viral brand or a brand with no following or fanbase. While a good logo does not imply a successful brand, a bad logo can surely inhibit its growth.

So what are the aspects of a good logo?

• A good logo is distinct

A good logo is not generic; A logo that is easily confused with other logos is not useful. It is pointless to have a logo that is similar to those of other brands that offer a similar range of products and services - such a logo is sure to confuse the audience. A brilliant logo is different from the logos of both its direct competition and the logos of others in its domain. A unique logo at a new product launch will signal to the audience that the offering of the brand is unique as well. The most creative packaging design pairs a distinctive logo with an exceptional experience and builds a respectable retail brand identity.

• A good logo is simple

If a logo is visually complicated then it will be hard to recognize and hard for people to recollect. There are many benefits to simple logos: they are easy to perceive, easy to remember, and easy to iterate over time. A simple logo is also easier to keep consistent over time. A simple logo created by a branding agency for a brand positioning strategy should be immune to short-term design trends that will look dated in a few years.

• A good logo is appropriate

Awkward logos don’t work. A logo that does not work or is inappropriate in its context is not good. The right logo will be appropriate in the context of its industry and brand positioning strategy. Different industries have different design choices that are deemed acceptable - A logo designed for a sports team will have a different design language to a logo designed for a jeweller. A good logo will match and enhance the brand launch strategy or product launch strategy of the company.

• A good logo is striking

In the case of a new product launch, bland logos are dead on arrival. A logo that doesn’t evoke an emotional response is not a good logo. Earlier in this blog, we came to the conclusion that a good logo is a simple logo, but it is not that simple. An effective logo for brand positioning strategy is one that is distinctive enough to remember. A memorable logo has a hook; as in, it is different from its peers in an exciting way that creates a connection.

• A good logo can be legally protected

The point of creating a brand is for it to be meaningful to potential customers. What generally happens is that when the brand attains significance, unscrupulous operators end up using its logo to hijack its brand equity for their gain. In such a situation, the brand positioning statement loses its value as these thieves steal elements of the company’s corporate identity program for their own benefit.

A good logo is legally protected from bad actors copying it and using it. This means that the organization needs to own the copyright of the logo and trademark.

The way this goes is that the copyright of the logo needs to be transferred by the designer to the company by a written declaration or work for hire agreement. The designer’s work needs to be completely original and made without using stock vector art for it to be accepted.

Conclusion

It takes a professional branding agency or design agency to balance these factors and create an effective logo. Logo design calls for someone with experience and a deep understanding of the organization they are designing the logo for.

With market research and design intelligence, Interics Designs creates an effective corporate identity program and a logo that communicates the brand promise - one that’s aesthetic, functional and unique.

If you are looking for the best creative design agencies and advertising agencies in Pune, Mumbai, India, visit http://www.intericsdesigns.com/. Interics Designs specialized in brand identity, marketing communication, exhibitions, space design