I think it is safe to say that a brand is the visual cornerstone behind any company or organization. However the center point of that brand that steals the show is the logo. The logo is the mental picture that is conjured up every time someone says or even thinks of a company name. Or at least it is if the branding is successful. Sometimes a brand is so successful a mere letter or design element can be the identifier.
Take a look at the logos above. I am wiling to bet that you already knew most of them and could pin the company behind each, even if the company name was absent. If you don’t recognize any of those logos, I hate to be the one to tell you this, but you’ve been living under a rock for the past 20 years. This is a prime example of just how impactful and timeless a well thought out, masterfully crafted brand can be.
What are some of the elements that make a logo so iconic you ask? Jennifer Farley lists them perfectly in a blog post for Sitepoint and they are as follows:
Simplicity
The old adage ‘Less is more’? That stands overwhelmingly true in the world of logo design. Simplicity means it will be easier for the viewer to remember.
Uniqueness
This is the point that literally differentiates a successful brand from the rest. Standing out from all other brands will get recognition.
Relevance
While this may seem like common sense, building a brand that fits and visually tells the story of a company is key. If there is disconnect between the visual narrative of a brand and what a company actually does, thats a recipe for confusion.
Memorable
Farley summarizes this best saying “The logo will often only receive a quick look, so it needs to make a fast impression.” A successful logo should be recognizable in a glance.
Focus
Sticking to a single idea and area of attention helps keep things uncluttered, simple and memorable.
Tradition (or not following trends)
Truly successful logos are timeless. A well crafted logo should almost defy time in some ways, it should look just as good 5, 10, 20 years or more into the future as it does the day it was created. This is achieved by generally sticking to the above outlines and NOT doing what everyone else is doing right now.
Hopefully this gives some insight into what makes a successful logo and brand image in general. Of course adhering to some basic principals in such a subjective area is far easier said then done and often takes years of practice to master. How well do you think your brand lives up to these guidelines?
