The five fundamental elements of strong logo design.

When it comes to the theory and application of the visual elements of your brand, it is crucial to get the fundamentals of strong logo design correct from the outset.

We look at what must be considered to create a strong logo and provide a selection of questions to ask to ensure your visual identity will work as well as you intend.

Before you start, you should consider the basis of your brand and how this applies to the visual application of it in the form of your logo.

  • Does the logo itself accurately reflect the findings of your brand research?
  • Does your logo match your broader strategic objectives?
  • Is it a true representation of your brand more broadly?
  • Does it match and then elevate your brand purpose, vision, essence, values, tone and personality?

To follow are the five key considerations that your logo design should meet.

Your logo should be:

1.  Attractive
2.  Different
3.  Recognisable
4.  Applicable
5.  Representative

Broken down into these five areas, the design and application of your logo should pass a number of tests – the answer to the following questions should always be yes:

Is Your Logo Attractive?

Here we look at the visual appearance and how your audience will view your logo.

Ask the following:

1.  Is your logo visually appealing?
2.  Will your intended audience consider it attractive?
3.  Does your logo avoid unnecessary complexities?
4.  Are the colours used within it based on colour theory?
5.  Will the design stand the test of time?

Is Your Logo Different?

Avoiding stock logos or those that look the same as others is an absolute must.

Ask the following:

1.  Is your logo unique?
2.  Is it different from your competitors?
3.  Does it stand out?
4.  Have you avoided logo / design clichés?

Is Your Logo Recognisable?

Creating a recognisable and memorable logo will dictate it’s overall success.

Ask the following:

1.  Is your logo memorable?
2.  Is it instantly recognisable?
3.  Do you apply it consistently?
4.  If you have iconography within your logo, is the logo recognisable without it, or with just the icon alone?

Is Your Logo Applicable?

It is crucial to be able to use your logo and to ensure it can be applied successfully.

Ask the following:

1.  Can your logo be applied easily as and where you need it to be?
Does it work as well in black and white as it does in colour?
3.  Does it scale up and down perfectly across a range of media?
4.  Can it still be read and understood when replicated at a very small size?

Is Your Logo Representative?

It is important that the design of your logo is representative of your brand and your business more broadly.

Ask the following:

1.  Does your logo help you tell your story?
2.  Is your logo a true reflection of your brand?
3.  Do you – as a brand guardian – understand and appreciate it?
4.  Does it make you feel proud to stand behind it?

Once you have considered these questions you should be in a much stronger position to begin working on your logo design.

If you have answered no to any of these questions, it may be time to consider a rebrand or brand refresh.

When we create visual identities and design logos, we build upon these fundamental elements to ensure that the visual representation of your brand is truly unique to you and is recognisable and memorable to your target audience.

By creating a logo, brand or wordmark with your brand objectives and these fundamentals at the forefront, you are in a much stronger position from the outset.

The brand creation and brand application phases are the point at which we begin to work on the visual appearance and usage of your new brand.

If you’re ready to take the first step toward building your brand so that you are ready for the challenges ahead, then we’d love to discuss your objectives with you.

Carter Branding Founder Daniel James
Daniel James is the founder and creative lead at Carter Branding.
With over twenty years’ experience, he is equally at home working on branding and design projects for major international PLC’s as he is supporting ambitious businesses and innovative start ups.
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As an award-winning boutique branding  agency, we create brand identities for ambitious organisations.