I end up educating clients on this more often than not, so I’m just going to break this down in a few bite-sized chunks.
- Your logo should represent what you do at a glance.
- Your logo should avoid cheap Photoshopping tricks. Those only convey cheap to your service/product and will look outdated quickly.
- Your logo should reproduce very well both in black and white and in full color.
- Is it usable? Your logo should still be crisp and understandable at the smallest size it will be used. Avoid tiny or fine type.
- Your logo should be constructed to embroider clearly on shirts, bags and other wearables.
- It should make you say “YES!” when you see it for the first time.
“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” – Antoine de Saint-Exupéry
I highly recommend working with a designer that specializes in logo creation. Distilling an entire company persona into something 2 x 2 inches is no easy feat. Ask to see their logo portfolio. If they leave you feeling “meh,” keep looking. If their designs feel clever and resonate with you, continue that conversation. They will need to know your company’s persona to create something that represents you accurately.
The acid test, if you can read a saddle pad logo clearly from a horse that canters by on the rail and recognize it, the designer has done their job.
You are competing with so many businesses out there for attention and recognition, so be sure that you stand out.
Compare the examples below to the list above. I’ve selected them as excellent examples of how they represent their company. If you need help finding a logo designer, let me know.