The Essentials of Reaching Your Audience with Logo Design
At the Red Rocket Website Design factory – also known as – my office, I have a sign that reads ‘Simple is Better than Better’. That is the goal with every web design job or logo development. The same applies to branding and identities. All the great logos have that one thing in common – Apple, Nike and even Dominos Pizza. Their logos are simple, distinct and memorable.
We all know that a great brand identity can inspire customers, engage brand advocates and cultivate brand loyalty. Achieving all this isn’t as easy as it seems. I think it was Mark Twain who said ‘if I had more time, I would have written a shorter letter’. Same goes for great graphic design and brand identities.
Consider the Nike swoosh. Hard to imagine anything simpler than that. It simply has a way of being very memorable – like a check mark, a sign of approval. And it looks great everywhere – in any size, color, or application. Most importantly – your logo design should be unique. How many times have you seen a local carpet cleaning copy use a version of ‘Got Dirt?’ or the local car wash use the old Burger King slogan ‘Have it your way’? What is your perception of businesses that copycat their marketing? Not trustworthy I bet.
Don’t be so literal. Nothing about the Best Buy logo suggests electronics? It suggests retail, leadership and excitement. Consider your audience and speak their language rather than attempting to teach your audience something new. Designing a logo for a children’s bookstore? If you’re color palette contained anything but primary colors it might be time to fire your graphic designer.
Finally – you’ll want to avoid doing anything trendy. Trends have a seemingly shorter life-span with every new trend that I’ve witnessed. Every logo should have a shelf-life of at least 10 years and if you do the math, that’s about 20 trends. Do the math.