6 Features Every Good Business Logo Should Possess

Shalom Solomon

A business logo is usually the first impression your business makes on a customer. It is often the only thing people remember from your sign post, website, ads both offline and online. Given that in addition to being a huge part of your brand's identity, logos are also meant to be the key takeaways that remind customers about your business, as such, they are vital to the success of any marketing effort put in by your company.
Having previously discussed the importance of a good logo to a business, it is clear that marketing is one of the many ways a good logo can add value to a business.

But then, what makes a good logo?

What features should a business logo possess to make it 'good'?
There are varying opinions by experts, business owners and customers on what should be expected of a business logo. There is a general consensus proven by the success of businesses that have adopted these, that a good business logo should possess all of the following qualities:
  • Simplicity
  • Memorability
  • Relevance
  • Uniqueness
  • Versatility
  • Timelessness

1. Simplicity

A logo is meant to remain in the minds of people (your target customers) and all the logos that have endured the test of time like Apple's and Nike's logos are very simple. The founders of Nike got their logo design even before they got a brand name. Nike's logo hasn't been changed since they bought the swoosh over 45 years ago. And it is still relevant to the business to this day. 
A simple logo is not complex, it grabs attention and makes it easy for people to remember.

2. Relevance

It is important for logos  to stand out and be easily identifiable but that doesn't eliminate the fact that logos should be relevant to the business and target market. Your logo isn't just there because everyone has one, it is instrumental in marketing too. This is where the shape, font style and colour scheme used in designing your logo play a major role. People draw meanings from colours and shape of your logo. Red for instance used in the CocaCola logo  signifies passion, energy, etc. 

3. Memorability

The essence of a logo lies in its ability to make target customers easily recall your business. A good logo would be able to achieve this feat if it is simple and also unique. It should appeal to people in your target niche that way, the logo would remain in their minds longer especially when your deliver exceptional services and products.

4. Uniqueness

It goes without saying, if you want people to remember you more, you have to be different. People won't remember your logo if it looks like a copy of every other logo in the market. It should be different in order for your logo to stand out in the minds of your customers.

5. Versatility

Versatility is the quality of being useful or easily adapted to various tasks, styles, fields of endeavour, etc. Therefore, for a logo to be versatile it has to be able to fit on any surface or area concerned with your business. It has to be clear enough to be seen on your billboard from a distance, to be easily identified in small spaces like business cards, website, as an application, on T-shirts, journals, Pens, etc. 
Logo designers and marketing experts always emphasize the importance of a logo's ability to fit on any surface. You should test your logo and ensure it is clearly visible and identifiable in black and white, and in smaller size.

6. Timeless

A good logo should stand the test of time. A good business logo should be able to last for at least a period of ten years before there is any need to change or rebrand. The longer your logo lasts, the more stronger and effective it becomes. The Jack Daniels logo is a good example of a logo that has lasted for a long time and evolved with changes that each age brings.

All these qualities are interdependent. Meaning that they need each other to exist. So for your logo to be memorable, it has to be unique, appeal to your audience and be simple as well. 

Thanks for reading :)

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