A logo is a crucial intangible asset of a company, and also an important aspect for marketing of the brand. In Brian Patrick Eha’s blog post, he organized five main keys to creating a successful logo:
- Simplicity. A simple logo makes it easy for customer to digest.
- Brand Consistency. Design should fit the company’s overall message.
- Memorability. Put something different to make the logo easy to recall.
- Remarkability. Create what makes it “worthy of remark”.
- Market Testing. Do market research to ensure its suitability.
These are useful tips to keep in mind while designing a logo. I find logo designing very amusing as it creates a direct visual representation of the brand, being the “face” of the brand, while creativity can be widely explored. A successful logo should embed all the above points, which assists the brand in creating brand awareness and loyalty.
Several logos have gone through evolutions to be improved, and can be analyzed through the five key points. For example, Shell’s logo is clearly modified to gain simplicity, while Apple’s logo gone from the rainbow colors associating free and easygoing to the futuristic appearance connected to its current tech giant position, adhering to the brand consistency.
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