Six little secrets for coming up with a
great logo without breaking the bank
By Joe Haddad
Is your logo the company’s hardest-working employee? In the previous article we explained why the returns get higher each year your business or organization uses its logo correctly. This is especially true for a small company with a limited budget. Michael Bierut, a partner at Pentagram, an international design consultancy based in New York City (United States), offers the following tips about logo design:
1. Be simple. Some of the best logos are the simplest. One of the oldest is the mark used by the Bass brewery: a red triangle. Target has made a red circle with a red dot in the middle seem the very essence of affordable, hip practicality. Now H&R Block is using a green square. Simple things are easy to remember and tend not to become dated quickly.
2. Leave it open. Don’t try to make a logo that will explain at a glance the complete nature of your company. A logo that raises a question and is open to interpretation is better than one that attempts to contain all the answers.
3. Be relentlessly consistent. Companies that have strong graphic identities have built them through years of use. Pick a typeface. Pick a colour. Use them over and over again, on everything. Before long you’ll find yourself with an identifiable look and feel. That’s more valuable than a logo, and anyone can afford it.
4. Don’t be embarrassed about design. Things like logos and colours can be considered “cosmetic,” and businesspeople sometimes avoid focusing on them. But most design-driven companies got to be that way thanks to a highly placed advocate, such as Steve Jobs at Apple. For a design program to work, it needs to be seen as important to important people. Care about it.
5. Get good advice. You can go pretty far with common sense. But sooner or later, you’ll need to hire a professional graphic designer or print professional for help.
6. Don’t expect miracles. Your company’s image is the sum of many factors. Sticking a clever logo on a silly piece of communication gets you nowhere. Make sure your company logo sounds and feels smart in every way, every time it’s used in public.
Due to the power of branding and the impact a logo can have on how a business is perceived, we recommend your business or organization review its logos every few years to determine if redesigns are necessary.
To make sure your logo is working as hard as possible on your company’s print communications, consult with your print professional. He or she can help you determine if your logo is being used consistently to maximize its effectiveness.
“Six Little Secrets…” reprinted with permission from Inc. Magazine, December 2002 issue, “Not Just a Pretty Typeface,” by Tahl Raz.