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What is a Good Logo?

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"A prompt, professional service at a highly competitive rate."

Choosing a logo to represent your business or organization is an important event. In many cases, people go overboard in creating a design that is intended to be used as a logo. When they do so, usually it eventually becomes unusable and the demand for a new logo presents itself. Redesigning a logo time after time causes it to lose its value. The main purpose of a logo is to brand your business. When people see your logo you want them to recognize it and know that it represents your business.

A logo is designed to attract attention as well as to make a first impression to new customers or prospects. More importantly, it should be recognizable and memorable.

Basically, good logo design has the following characteristics :

	Simple
	Memorable
	Transferable
	Scalable

Let's look at each of these aspects a little closer...

Simplicity

Take a look at the logos of renowned businesses like McDonalds and Apple Computer. Their logos are simple. When you see them, you know what they mean and what they represent. The logo for McDonalds is simply two arches made into the letter "M". The logo for Apple Computer is simply an apple with a bite taken out of it. The graphics contain no detail at all. They are simple.

Memorable

Both of the previously mentioned examples are totally describable and they are memorable to boot. When you see "the golden arches" you know exactly what it represents. The same goes for the bitten apple.

Transferable

A good logo should be transferable from one media to another in either full color or in black and white. The use of multiple colors makes the logo ineffective and sometimes useless. If you take the color away, will the logo still be recognized? If not, the logo needs to be simplified using fewer colors.

Scalability

A logo graphic should be able to be altered in size without losing its value. It should look good whether it is displayed on a billboard or appearing in a newspaper advertisement. If a logo is too detailed, decreasing the size of the graphic can make it look too busy and sometimes unidentifiable.

Selecting a good logo is the first step in branding your business. If you choose to use the characteristics previously described, your logo will survive and build value for your business. The necessity of redesigning your logo will never come up and the possibly of building an unforgettable brand will be greatly increased.