A strong corporate identity (logo) is the foundation of any successful marketing program. The visual tone and symbolism in a logo should work to inform all other visual communications. A good logo should convey an organization’s core mission and brand personality, not tell your entire story. Its main purpose should be to simply identify your organization.
Memorable: A good logo should communicate within a split second. Simple, more refined logos are easier to visually digest and remember.
Distinct: A logo needs to stand out among other brands to compete for attention. Common motifs should be avoided as they do not differentiate your brand.
Meaning: A strong logo distills the essence of an organization into a single idea. A logo should symbolize an organization’s culture and vision. Often, logos gain meaning over time through continued branding.
Sustainable: A successful logo should last 20+ years. Over time a logo should gain “brand equity” and become more recognizable. Trendy logos tend to die after a few years while more classic designs can last well over 100 years. Think Ford, John Deere, Coca-Cola.
Durable: A logo needs to work well in many different formats, sizes and applications. A durable logo holds up, whether on a fax, web site, billboard, video, hat, etc. Simple logos tend to be more durable.