Your logo is the face of your brand. There have been many discussions on how to pick, design, and implement your logo into the diverse world of marketing. Let’s focus on the visual stimuli that your logo draws and the qualities of a great logo that no one talks about. 

Basic Truths

Redesigning your logo takes a tremendous amount of time, money and effort. For these reasons, it’s best to try and get it right the first time or you’ll dig yourself a whole. 

General guidelines to a great logo:

• Authentic
• Simple
• Symmetric
• Universal

However, there is more to it than these simple repetitions! 

Purpose

What is the purpose of having a logo? What does it do for your brand?

Businesses need a way to differentiate its products, therefore the logo’s purpose is to condition the consumers to remember a brand. This is maintained through stylization of messages and campaigns.

Having a logo not only acts as a voluntary stimulus for your audience but it also establishes novelty in your consumer’s eyes. 

Important Qualities 

1. Recreation

The best logos can be recreated by hand through memory. 

Think about these famous logos:

• Starbucks
• Coco-cola
• Nike 
• Google
• Doritos

You can easily picture these logos and recreate them almost perfectly. 
You can measure this by implementing a replication test with your employees or consumer test group. Present them with a few options of brand names and see which ones they can recreate by memory. Then asses WHY. 

Is it because of the color, reputation, size, or products? There could be many reasons, but it’s important to understand what works. 

2. Fundamental Look

Balanced visuals represent more than just a design.   Humans are attracted to language and symbols that adhere to symmetry and organizational tones. When something looks and feels structurally sounds, it shows it was done deliberately. Hence, has a purpose.

Think about how humans escape from city to nature, to clear the mind. In nature, we explore those that aren’t structurally sounds, because it’s natural. However, we love order and to display forms of art to praise novelty. 

If you’re looking to redesign your logo and site, contact Blue Archer.