Your logo is the “face” of your company. It’s what pops into someone’s head when they think of your brand. Psychology tells us that visual cues help us remember and retrieve information. Aristotle, the Greek philosopher, observed, “The soul never thinks without a picture.” The fact is, your logo is a critical part of your marketing strategy. To help you develop a logo that is both memorable and an accurate representation of your company, we’ve put together a checklist of important elements to consider when developing your brand logo.

Why Is It Important To Have A Good Logo?

A logo is a graphical depiction and the main visual component of a company’s identity. An easily identifiable logo can actually serve as a substitute for your company’s name. Think of brands such as Target and Nike. When you see the red and white bullseye or that familiar swoosh, you instantly know the company. A well-designed logo can contribute to the success of a brand, whereas a poorly designed logo implies a lack of professionalism, which leads to a lack of trust. A company logo is also important for promoting brand loyalty. When a customer who has done business with you before sees your logo, they are reminded of their shopping or service experience, which makes them more likely to be a repeat customer.

Checklist for a Great Logo

1. Unique

It’s important to have a unique design for your logo so that it is easily identifiable and won’t be confused with the logo of other brands. If you’re just starting out and trying to trim costs, logo design is an area where you should avoid cutting corners. Hire a professional artist to design a one-of-a-kind logo. Don’t be tempted to use inexpensive clipart that may look unprofessional or resemble the logo of another company.

2. Simple

The concept of a logo is to convey meaning in an instant — or at most, a few seconds. It’s best to use a design that is simple enough that a person can grasp its meaning quickly, while still conveying important information. For 93% of the biggest brands, their logos are simple enough to be viewable in a small size. Examples are the golden arches or a simple shell.  41% of these brands use only stylized type, with no image.

3. Memorable

A memorable logo design is critical to your branding efforts. If people don’t remember your logo, they won’t remember your brand. One way to ensure that your logo is memorable is to make certain that it aligns with your brand’s values and the message you want to convey to customers. Memorability is another reason to keep your design simple. Research shows that, more than anything else, what makes a logo memorable is simplicity.

4. Color

Color plays an important part in the creation of a memorable logo. 33% of the world’s top brands use the color blue in their logo, and 95% use only one or two colors. Blue is seen as creating a sense of trust and security, red is associated with a sense of urgency, and black or grayscale is seen as classic and sophisticated. The colors you choose for your logo should be reflective of the image you want to associate with your brand.

When Is It Time To Update Your Logo?

While it’s important to have a consistent logo on all of your marketing materials, packaging, and anything else a customer sees, you should also consider updating it from time to time. A fresh look for an old design can help your brand stay relevant. Even the biggest brands update their logo occasionally. Google, for example, gives its logo a slightly new look every 5 years or so. Objectively reflect on whether your logo looks outdated, but don’t necessarily get caught up in what’s trendy at the moment. You want your logo to stand the test of time. You may also want to update your logo to ensure that it works well in any new marketing tactics, such as digital ads or social media. Update your logo to reflect any significant changes in your company’s mission. Finally, if your original logo design was done on a shoestring budget, perhaps you’re now in a position to make a bigger investment for a more professional looking logo.

A simple, unique logo that makes good use of color and design elements is an important part of a successful branding and marketing strategy. Ensure that your logo is both memorable and reflective of the brand image you want to project. It can make all the difference in helping your company stand out from the competition and promoting customer loyalty.