EFFECTIVE LOGOS, PART 2
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In the last blog, we discussed general guidelines for logo design (memorable, distinct and representative). This time, we’ll get down to the nuts and bolts of what makes a logo technically and aesthetically good. We discuss this through three elements every logo has: color, shape and style.

SHAPE
A logo is, at its essence, a shape. This is the primary and most important element, because logos are primarily a right-brain recognition tool, and shape the primary step of the process. So what makes a good logo shape?

· Simplicity. The more simple the structure, the more recognizable, memorable and flexible — looking good on everything from business cards to billboards. It should not depend on left-brain activity, such as reading or calculating (which is very different than a word-logo that is recognized by shape rather than read.) Today, the world knows the Apple logo — sleek apple, one bite out of the right side alluding to the biblical Tree of Knowledge. Originally, though, the logo was much less simple. The original logo featured Sir Isaac Newton under the apple tree — try recognizing that on the back of your new iPhone. Designer Rob Janoff quickly replaced the graphic with the current apple shape in 1976 and in 1998, the rainbow stripe was replaced with a monochrome, further simplifying the concept.

· Singularity. Veteran logo designer Bronson Ma stresses that logos should communicate one idea: “Your logo doesn't and shouldn’t say everything about your company but just a few core aspects of it…determined by the brand strategy.” Just like all other marketing ingredients, your logo communicates your key marketing strategic message. If you’re trying to communicate several attributes of your brand, you’re not effectively communicating any of them.

· Space. The logo is not just the graphic. It is also the buffer space around the graphic. Your logo must be protected with a “no-fly zone” of about 10-20%. This prevents the logo from being lost, muddled or infringed upon by other elements.

STYLE
To prospects, clients, investors and employees, your logo is, in many ways, your company. The style you choose for your logo must work for who your company is now and who it will become, for the products you currently sell and those you haven’t even designed yet, and for your current stakeholders and for the generations to follow.

Trendy logos expire. Pictures of your product can be outgrown. Allusions can be forgotten. Logo choice is a commitment. Changing your logo can have huge impact, wiping away the time, money and effort you’ve spent cultivating recognition. Therefore, your logo must be robust enough to weather all sorts of changes.

Furthermore, because your logo sets expectations about your company and your products, it needs to be consistent in representing you. Heavy solid font or dainty script? Dependable or fanciful theme? Cutting edge or nostalgic graphic? Logos should be chosen according to strategic message, not personal preferences.

COLOR
Color is an area that can cause a lot of trouble. Ironically, this is one area where procrastination is a good thing. Look at the logo in black and white. Color can be distracting, misleading and can camouflage bad (and sometimes good) design. Judge the graphic’s shape, style, and attitude first, and then move forward into color.

Once you’ve decided to move forward with a logo design, choose your colors carefully. Much research available on color connotations, and this — again, rather than your preferences - should guide you. Choose colors that communicate your message to your audience.

Secondly, make sure the colors you choose work and can be reproduced in different mediums. Some colors work in full-color, but skew in 4-color. Others look great in ink, but not on your website. Think about long-term expanded uses, such as on clothing (silkscreen & embroidery), television, sponsorship banners and promotional items. Consider what background (“field”) colors the logo might be printed on.

Finally, just as with shape and style, simplicity will be more memorable and recognizable to your customer. A landscape with green grass, purple mountains, blue sky, yellow sun, black birds, white clouds, and oranges on the trees might feel idyllic, but it’s not going to be as memorable as a Tiffany-Blue box or Golden Arches or Starbucks Green.

One last word on your logo: whatever you decide on, document and enforce. Know your pantone/PMS/RBG colors, your clear space amount, and your proportions. Then, be consistent in everything, all the time. You’ve put a lot of thought and effort into choosing the correct logo. Make sure your clients get the benefit of all that work!