At its core, a logo is a tool to help users remember your brand – i.e., a logo is NOT your brand. While how a logo looks is important because it contributes to your brand’s first impression with customers, a disproportionate amount of time is usually dedicated to creating a perfect logo. It’s more important to work on your brand story and telling it through the right channels than spending too much time on a logo. In fact, I’ve always believed that your logo is “good enough” if it follows the following:
- It is a wordmark (just your company name in a nice font) or a wordmark locked-up with an icon. The name of the game here is that users who are unfamiliar with your brand can figure out your company name and Google you. You will likely not have the budget to just use an icon and run a ton of awareness campaigns (i.e., you are not Nike).
- It can be redrawn from memory. Simplicity is the best approach here. Logos shouldn’t make customers think too hard. What use is a memory tool if you can’t remember it in the first place?
- It scales. You should NOT need separate versions of your logo for small usage as compared to large usage. If a logo becomes a mess when it is used as an app icon – you have a bad logo.
- It faxes/photocopies well in black and white. Your logo will appear on letterheads and contracts that will be photocopied a lot. If photocopying or making it black and white renders your logo unrecognizable – it’s a bad logo.
- It doesn’t cost a lot. Don’t feel you have to hire an expensive agency. You often can get something good enough from a site like Fiverr.
- You stick to it for as long as your story remains the same. Be consistent with your use of your logo. Only change your logo when you want people to remember you for something else/new and you have a new story to tell. Also remember, that a new logo doesn’t fix bad brand equity.
- It’s made downloadable for the media. Make reporters’ jobs easier by making your logo find-able on your site.