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Taken from our Most Memorable Top Ten Logos survey
We’ve taken a close look at what made our top ten so super successful and distilled that into a helpful checklist of things to think about when producing your logo.
A simple logo design that’s easily reproduced
The top 10 all have simple, bold designs. Overly fussy design can confuse customers and make the logos hard to commit to memory. Think about how your logo might be reproduced. Will it need to go through a fax machine? Will it work enlarged on a billboard/poster as well as scaled down on a business card? Remember, simple is often best.
No straplines or lengthy text
The top 10 companies have the luxury that their brands are well known, so they don’t need to include a strapline or slogan. Start-ups and small businesses may well need one, especially if their business purpose isn’t immediately obvious from the company name. That said, they should be short, punchy and memorable; ideally, three to four words maximum.
Use colour to communicate a message
Just like Apple uses silver to suggest technology and Google uses colour to represent that they don’t always follow the rules, think about what colour can help you to communicate one of your key business messages.
The top 10 logos are all frequently seen on TV, in print, on the internet, on billboards and in shop windows, to name but a few. Think about where your logo will be used and make sure you tell the designer so they can factor this into the design.
A logo that tells a story
Being clever with your logo is hard to get right and hard to communicate well. However, when it does work it can be pure genius, as in the case of the Amazon logo that cleverly links the ‘A ‘to the ‘Z’ with a smile and in doing so communicates the company’s philosophy very neatly.