how to tell a good logo from a bad apple!

To analyse what makes a good logo and a so called bad apple we first have to look at the function of a logo!

A logo basically and within a really short time frame tells a story! It tells a story about the values of the body it represents as well as helping to define these values. It also helps to communicate these values to its intended audience albeit visually in a way that inspires and motivates the audience to action.

Now in saying this a logo does this in a thousand different ways. here a but a few.

• Color
• font/ typeface
• use of graphics
• amount of information
• space
• texture
• line

Human nature especially now due to technology and what have you has shortened the attention span of the multitudes which in regards to logo design has both its ups and downs! A short attention span means that alot of logos being designed presently are of a logotype nature. Being a logo that smiply uses text. In alot of ways this is good especially for a new business trying to establish some floor space in the market as there is a significantly smaller chance of the massage being told by the logo getting 'lost in translation!'

Famous logos such as nike and Mcdonalds have had a longer time with which to tell their story and have also had the opportunity to alter this story as well. The latest story to come out of Mcdonalds is that they're now a healthy alternative. A clean green image is now ebing touted by Mcdonalds. Supported by a strong menu and marketing effort, coupled too with a cleaner less 'fast food' inspired revamp of their restaurants (in New Zealand anyway!) has given them the opportunity to retell their story. Which brings us back to the logo. No longer a gaudy yellow letter 'M' it' now a logo that inspires people to attain the higher consciousness of the Golden Arches!

A logo though from the outset has little time to impress (excuse the McDonalds tangent) with only a quick glance at a passing vehicle with the logo on it or a business card which either gets jammed in a wallet or pocket within 10 seconds or worse.

Great strategies often used by logo designs in my opinion use some of these techniques to either lengthen the exposure time of the logo and or increase the chances of successful memory retention.

• Use of associated text including quotes/ slogans/ additional text
• use of graphics
• use of color (emotive based)
• use of text based logos (logotype)
• use of associated imagery (photos/watermarks)
• use of whitespace
• excessive use of any of the above

When getting your logo designed by a professional (always a good thing!) feel free to put as much input as you want. Ask for concepts, color variations. Even before hand prepare a folder of inspirational logos that you liked, fonts & typefaces that you feel match your story, your values. Include a written description of your business, your mission, aims & inspirations. Even a quick overview of your sore services and EVEN a list of your competitors and their logos!

From here you not only help to control costs of logo development but you also preserve control over how your story is told. Ultimately with the hope of gaining a more suitable and ultimately successful logo design that is strong represents well you and your organisation and is memorable.

The key here is test, test & then retest in the developmental stages so as to not confuse your prospective customers.