A logo or brand identity is the initial representation of a company. It is the reflection of the company and it provides credibility if done professionally. Many entrepreneurs make the mistake of using the same old logo which may have lost its relevance to the company’s principles. Big companies understand the significance of a fresh image for the success of their business. They spend chunks of money on research to ensure a brand identity that is fresh and relevant.
David Van Der Walt an Idea Catalyst for Cognite, a branding and marketing company shared his views on the importance of a logo. “You don’t really need to change a logo unless the company has changed what is being offered or a company realises that a brand repositioning is required due to industry or competition. If the products and services have changed and the current logo gives an incorrect perception of what the company is about, which may decrease sales conversion or negative association, a complete redesign may then be required.
“The logo is a core pointer to the perceived values of the company and the client’s emotional connection to that company. A complete redesign of an established logo should only be done if its continued existence will have a negative marketing impact”, said Van Der Walt.
Over the years logo trends have changed and Van Der Walt tells us more about the evolution. “Logos have gone through a lot of design trends in the last 15 years. There were times where logos were simple. Eventually, 3D rendered, shiny elements were introduced, creating heavy logos. That was followed by simpler flat logos with solid colour elements. Thereafter, more gradient, cross blended layer elements were introduced. That was then followed by refined typographic logos or simple logomarks. Nowadays, the logos themselves are quite simplistic and crisp, with the understanding that identity system elements, like textures, will be used within the media that the logo appears on. Its purpose is to accentuate the overall design and take the pressure off of the logo to convey everything”, said Van Der Walt.
Lauren Wolff, a veteran Graphic and Web Designer shared her sentiments with INCUB8 on how a logo can drive away customers from investing in a business, “If a customer notices an old design it would portray a neglectful and lax attitude to the company’s image by the owners of the company and make the company look less professional and less likely to attract spending customers who would rather go with a company with an up to date and modern presence and feel”, said Wolff.
So what are the core characteristics of a good logo? Van Der Walt shares the 5 core logo tips your company can benefit from.
- Clear message
It clearly portrays professionalism.
- Design and font
There needs to be a proper design contrast so that it is visibly readable on different backgrounds at different distances. This includes the font and element weighting (thickness of lines).
The logomark, company name, and tagline element sizes are properly balanced. A small tagline font will disappear when the whole logo is proportionally scaled down.
The colours chosen should not be similar to the top 5 competitors within the same industry. The amount of colours should not be more than 3 in total, if possible. There should be a core primary colour and no more than two detail colours.
The logo must be designed in vector format so that it can be scaled up without loss of quality.