The Jump
A Blog by Ribbet Inc.

MAKE IT GOOD: 3 Things That Contribute To a Successful Logo


Designing the right logo for an organization or brand involves an extensive creative process that may vary depending on the designer or firm involved, as different people might utilize different approaches and techniques during their concept development phase. No matter how different the brainstorm and drafting procedure is for each individual, there are 3 key aspects that are always consistent and essential in developing a logo.  


MAKE IT RELEVANT Always consider what makes sense for the brand when designing a logo. Think about whether the colours, fonts, and imagery make sense, and in some way echo or represent the organization’s or product’s purpose, focus, and/or audience. For instance, if the product is clothing, then a computer circuit might not make sense for the iconography…unless the clothes integrate wearable technology. You want the overall logo to communicate meta-messages about the brand whenever possible, without going too overboard or being too literal. A company who makes boats should have a logo that references nautical concepts, but you don’t have to put an anchor in the logo for that. In cases where the name of the organization or brand doesn’t reflect the product or service, then iconography can be used to enhance the relevance. Or, in some cases, a well worded tagline integrated into the logo can provide the essential information and relevance. There are lots of options and solutions to bring relevance.  


MAKE IT TIMELESS More often than not, logos depend too much on current stylized trends, which could limit the brand’s future growth and expansion. Trends usually disappear more quickly than they appear, especially with the increased expectation of change driven by the constant exposure online. Things change in the blink of an eye, and something as important and stable as a logo should not only be relevant for an extremely short period of time, but rather should be a constant while your other advertising initiatives follow the trends. It is best not to create a logo that relies on flashy, exaggerated trends, or it will be obsolete as a branding tool too soon to really make the impact it should. Also, when you tie your logo too closely into a specific trend, then the meta-message is that your product/service is tied to that trend, and you may have to work very hard elsewhere to demonstrate that you are keeping up with the times.  

Good design, at least part of the time, includes the criterion of being direct in relation to the problem at hand – not obscure, trendy, or stylish. A new language, visual or verbal, must be couched in a language that is already understood. –Ivan Chermayeff  


MAKE IT MEMORABLE The human brain needs a quick, simple visual connection to associate with a meaning or concept. It makes things easier for us. According to Logos Now, a new study conducted by Siegel+Gale, logos that are most memorable to the general public use a clear and simple design. A logo should be immediately recognizable, and simple to understand so that it can resonate with you for the future. The quicker someone recognizes your logo, the more successful it is. It can take a bit of time to build up logo recognition depending on the reach, but if your logo is clear, simple and aesthetically pleasing, people will begin to recognize it and associate it with your products/services. Consumers like to feel as if they are a part of something; recognizing a logo and connecting to it gives them that feeling of belonging. Companies know this, and use their timeless and relevant logos along with strategic branding and advertising to not only represent their product/services, but also to represent a lifestyle. Once a logo is so memorable and recognizable that it doesn’t need a brand name underneath it, all text can be removed and the symbol remains as the sole memorable representation of that brand. Nike is perhaps one of the best examples of memorability; Their logo is simple, timeless, and relevant to their self-concept in that it conveys motion. They do not need their name or a tagline. We see the swoosh and we just know. While we may not all be able to reach Nike’s level of recognition, a well-designed memorable logo can give you recognition and relevance among your target market.    


Ribbet Inc. has been creating beautiful and impactful logos for over 15 years. We have received numerous awards and honorable mentions, including being a Finalist in the Logos competition for Design Edge Canada with our White Elephant Restaurant & Bar logo.   Reach out to Ribbet Inc. and let us know how we can help elevate your brand!

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