An effective logo can be the catalyst for a great product or company launch. They are the ultimate in visual storytelling and can send a message of inspiration, creativity, wealth, fun and so on. Having an innovative product or service is a start, but logo design is the biggest reflection of a company and is the foundation of the brand it represents.

Embarking on the process of designing a logo is critically important to the bottom line of a company, as well as it’s a stake in the marketplace. Even for a well-respected company, if a new logo is not executed properly, it can be a negative experience that a company (or its customers) won’t soon forget. Doing the homework, aligning with a creative team and ensuring everyone is on the same page at the inception of design development will deliver a positive experience and ideal end product.


A balanced logo design can bring countless benefits, among them that the mind sees it as more pleasing. If everything goes according to plan, the logo design will be seen by a wide audience, so it’s best to appeal to the user’s cognition. Pay attention to color, font size/style and white space to give any graphics their time to shine.

Functional & Consistent

Keeping consistent logos throughout different media is very important. Logos should appear exactly the same on websites as they would appear on the web, mobile apps, billboards, company vehicles or uniforms and other media materials. The consistent visual presentation is a key element in successful branding as it helps cohesiveness in campaigns and overall marketing initiatives.


A strong logo should be unique, rather than another copycat in the marketplace. Each industry will undoubtedly be filled with many competitors that are positioned for similar messaging – so its critical to creating a differentiating image that still remains trustworthy.


A logo must be relevant to the users and the marketplace it serves. It must also encompass the vision of the brand. The designer or creative team working on the logo should have adequate background and knowledge of the company to achieve the desired outcome. A creative brief may be necessary as the project begins.


It may seem counterintuitive, but the simpler the design, the more memorable it will be. Approaching logo design from a minimalist approach can be highly effective if aligning with the brand it represents. If beginning with a somewhat complicated design, pare it down to the essentials and see what the outcome is. As with optimal user experience in web design, the simpler the message, the quicker a user will connect the dots and engage.

Much like building a structure, the development and design of a logo should be driven by a graphic designer who has the tools to properly implement the vision of the brand into a visual representation. Working with a creative team to first understand the brand and sketch initial ideas is foremost to a successful creative outcome.