Corporate branding factsheet
What makes one logo
better than another?
Simplicity.
A good logo works in the simplest form. It is a memorable representation
of your brand and inspires confidence in your customers. It should
be fresh and original -- without visual cliches or amateur effects.
A logo is well-designed when it looks as good on a business card
as it does on a web page or a billboard. To be functional, a good
logo must reduce well to simple black & white or grayscale
for use on faxes or in newspaper ads. The best logos are elegantly
simple.
Why do you need a logo?
In a way, a logo is a visual shortcut to who you are. Your logo
will establish your corporate identity and credibility. It builds
loyalty among your clients and employees. You invest in your brand
image every time your logo is displayed on a Web page, on a sign,
or in an advertisement.
A professionally designed logo enables you to be
immediately recognizable and must be unique, memorable and simple.
Such a logo will become one of your most valuable corporate assets
over time.
How does your current logo stack up?
• Does the logo have immediate impact?
• Is it good to look at?
• Is it distinctive?
• Does it create or evoke a positive image?
• Does it accurately represent the organization or business?
• Is it straightforward?
• Is it comprehensible?
• Is it memorable?
• Is it flexible?
• Does it copy well?
• Will it hold up to both large and small scale use?
• Will it wear well over time?
• Does it look good when printed in different applications
(i.e.business cards, signage, brochures)?
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