Why is it important to have a recognisable logo?

Why is it important to have a recognisable logo?

Why do you think it is important to have a recognisable logo?
It is important because it gives instant brand recognition whilst adding visual appeal to your documents, web pages or social media. Your logo, when professionally designed, is a unique image and will ultimately become the cornerstone of your brand.

Why should your logo be compatible with your image?
In the Financial Services sector, you want a logo that is conservative in design and colour. Navy blue or maroon are good colour choices to project a conservative image. However, if you are an artist or a high-tech computer company, you require a contemporary logo. Shapes and symbols are good choices. Consider simply using black and white to give a contemporary look and feel. Note a successful logo can be reproduced in black and white and still be legible.

Should the design of your logo be simple?
Your logo should be simple so it is easier to process an image in your mind much more quickly than words alone. The simpler your logo is, the easier it is to resize and re-colour for various design and print purposes. Have a web and a print version as well as a black and white and colour version. 

Should your logo be unique?
Your logo should be unique for two reasons: firstly, create a good impression for your clients. You want them to immediately associate that logo with your business. Avoid using clip art, the images are not unique and your logo may be mistaken for one of your competitors. Secondly, using a common typeface undermines the purpose of having a logo, and may have a negative effect. If your logo is unique and easy to read, clients will associate it with your company and enhance your brand name recognition.

What about using white space?
White space is a term that describes open space between design elements. It can be between letters, words or text. It is useful for guiding the reader’s eye from one point to another. It is an important layout technique overlooked by an inexperienced designer. A visually appealing design is easy on the eye. Without enough white space, text is hard to read, graphics lose their emphasis, and there is no balance between the elements on a page.

Did you know that up to 90% of decisions about your brand are based on colour?
Your customers view the personality of your brand by the colours you choose. Look at our infographic to see what your brand colours say about you.

An infographic showing how colours are associated with emotions
See what your logo colours say about your brand

A professional logo designer considers the theory of colour which studies how colours affect different people. A subtle change like the colour or hue may give a totally different feeling. Beware of inappropriate colour choices which scream low-cost logo design by an inexperienced designer.

What should I look for when choosing a designer for my recognisable logo?
Choose someone that you get on with, check their portfolio and see what kind of work they do. Don’t have a logo that is overly complex. Think about the McDonald’s M or the Nike tick, they are both really simple but very effective.

Make sure the logo you commission is versatile, in other words it must be able to be viewed on a smartphone, tablet or monitor but still be able to be printed at a small size such as a business card right up to a large size to fit on a roller banner.

Does your designer work to the six principles of logo design? The principles consist of; Balance, Proximity, Alignment, Repetition, Contrast and space. These principles work together to give an overall result that is pleasing to the eye. If just one of the principles is ignored you could end up with a cheap looking logo rather than a recognisable logo.

To summarise, find yourself an experienced professional logo designer who will deliver a logo that not only works for you but will be an investment for years to come.