9 Keys to an Effective Logo

The right logo, with the right characteristics, will boost your visibility, credibility and memorablity – which means more business for you!

These characteristics include:

Consistency in use of your logo, tagline, materials. Repetition of similar elements, used in the same or similar ways, helps people to remember who you are and what you do. The Catapult Advisors logo icon is used as a watermark across all of their materials, including their website.
Memorability, so that your logo stays at the forefront of your potential clients' minds. That way, they'll think of you next time they have a need. A bold logo for The Paradigm Shifts begins to visually tell the story of what these transition coaches do.
Meaningfulness, so that your logo can spread the message about the distinguishing characteristics of your business. Totally Tots designs and hand-creates baby blankets and hats, and also sells children's toys online, all of which are shown in their logo.
Uniqueness, which helps you stand out from the crowd. For example, if everyone in your industry uses a particular symbol (i.e., travel agencies often use globes in their logos), try to use something else – that way, your logo doesn't just look like everyone else's. Reilly travel agency specializes in Group Travel, and their logo symbolizes bringing together many different people into a single itinerary.
Professionalism, in the quality of the graphics, the printing and the paper on which your materials are printed. Stylus Group printed their materials on a thick (100#) paper, and the printing was done by a traditional press process instead of by using a less expensive digital printing option.
Timelessness in your logo will ensure that you don't have to redesign your logo in just a few years and that your investment and equity in your design will be lasting. Expansion Consulting's logo design does not speak to a particular time period, and provides them with a look that will work throughout the years.
Contrast between the colors in your logo – and not just in terms of hue, but in terms of value as well, so that it translates well either to black and white or greyscale and colorblind people are able to see it. The green accent color used in Jaeger Associates' logo is a vivid contrast to the coffee hues whether the logo is printed in color or black and white.
Unity among the different elements in the logo. The logo must fit together as a single unit, and not just appear as a jumble of elements pasted together. The symbol and text in the Crescenda logo are sized to fit together within a bounding square, and all of the elements are appropriately sized to one another.
Scalability, so that your logo looks equally good on both a business card and on a sign for your business (or a billboard!), and at every size in between. Your business's name should be legible at different logo sizes – be sure that your designer chooses a font that is easily readable. The Dropwise Essentials logo is used in many sizes in the applications in their custom marketing package—from .75 inches wide on their lip balm labels to several feet wide on their trade show booth banner.

Having a professionally designed logo can really give your business a jumpstart and helps your business get the attention – and clients – you need to succeed.

About the Author

Erin Ferree is a brand strategist and designer. She works with small businesses to create brands with substance and style that fit their businesses perfectly. She's designed brands for hundreds of small business all over the world. Her brands help her clients attract their ideal clients, outshine their competition and make them unforgettable. She also works with small business owners to develop complete clarity about their brand positioning and to develop their BrandStyle Statement™. Her award-winning design work and her writing on design have been published in many books and periodicals. Erin lives, cooks and plays tug-of-war with her dog in San Luis Obispo, California.