What A Well-Designed Logo Should Include
Alex Masterson
December 13, 2019

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Most companies have a really established idea in mind when it comes to their logo. When you look at your business’s logo, what do you see? What do other people see? Sometimes it may not be fun to reevaluate what you have established over such a long period of time or something you may be really attached to. We’re here to help you understand some things that you can do to maintain your business’s personality with your logo, while also finding what you can change that will help boost your traffic or customer base.

Is your Company Logo Intentional?

You may think that a logo only needs to have a few things in order for it to draw more attention to your company, but one thing that most people underestimate about their logo, and what brings us to our first point, is it’s intentional. Take a look at what most people would consider “the big boys” and notice what most of them all have in common. The majority of them have a similar sense of intention about them.

For example, Toyota has an interesting story about its logo. You may be thinking “but Toyota is a few circular shapes, where is the intentional element?”. Toyota’s idea behind their logo was that they wanted to show that they had a connection with their customers. “The Toyota Ellipses symbolize the unification of the hearts of our customers and the heart of Toyota products”, and that’s straight from their website! Toyota has an intentional element to their logo and now that has helped them with their customer relations by extension. 

Memorable Logos

Some people love a unique look to their logo, and while that works for some companies, generally, something that is too busy can have a detrimental effect to your engagement. This point should go without saying, but relatability is our next topic. Companies are definitely learning from industry trends and keeping up with design trends now more than ever. However, some companies refuse to evolve and the lack of willingness to evolve can hinder customer relations. Your company’s logo doesn’t have to be a derivative of your main sales or service, but it needs to resonate with your target demographic. While you maintain intention, your logo needs to get across to people as something that they relate your goods or services with.

A great example of this is “Band-Aid”. Band-Aid has been a company that has been around for a long time, and over the years its logo has stayed tried and true. Nothing flashy, but it gets the point across. Another thing that makes band-aids relateable is the usage and marketing they had from the beginning. They were one of the first pre-packaged, adhesive bandages, and because they related with people so well, most people call any bandages now “Band-aids”. Because they are stuck in people’s minds (no pun intended), they can carry on their image for an untold number of years. 

Does Your Logo Relate to Your Target Demo?

Sometimes, companies have a hard time getting a good feel for their target demographic, so they use a generic font. Or they think they know they need to relate to a younger audience so they use a wild, exciting font. What most people don’t realize is that there is a lot of value in subtlety. Look at 5 major brands that come to mind right at the top of your head. Most likely the brands you listed all have a similar font style, and chances are it’s legible. This leads to the next point: font pairing.

All the strong brands all have a very strong, legible font that also fits the theme of their services. Take, for instance, Facebook and their new family branding. When Facebook introduced the “Facebook Family” branding, they picked a soft comforting sans serif font. This is a maternal look to help understand that Facebook is a comforting home for all the other brands under its wing. Ideally, you want your font to be something that makes your consumers feel like it goes hand in hand with your brand archetype.


And lastly, (and probably the most important) does your brand convert to one color? Black, white, blue, red, green, or fuchsia, if your logo can’t convert to one color your business image may be in trouble. Always take a look at some of the strong brands around you that are established or gaining success. Chances are, their logo looks as good in black or white as it does in full color. While having multiple colors can help, your brand image can hang in the balance if it’s overly reliant on fading colors. Our advice is to stay away from a logo that fades into transparency or another color that helps your logo stay visible. If your logo has every color in the rainbow and then tails off into a clear fade, some of those colors may not convert well when viewing your logo.

We hope that this will help you understand what all comes to creating a strong logo for your business. Your image is generally the first thing people see when they come in contact with your business. Consider taking a look at some more of our content to help boost your image to its highest potential!

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