This week I had an opportunity to teach a graphic design class at a local college. As you know, I spent about 10 years on the staff at Temple University’s Tyler School of Art, thus getting back in the classroom is always a treat for me. The subject for this class was logo design, so a good portion of my lecture focused on what makes a good logo. Since the points we reviewed are fresh in my mind, I thought I would share them with you. See if your company logo passes this test. Successful logos should meet, at a minimum, these six criteria:
1. Simplicity: Is your logo streamlined and pared down to only the most important components? Overly complex logos just become visual clutter.
2. Memorable: Is your logo distinct among your competition? Does it leave an impression?
3. Versatile: Does your logo work in a variety of media? Will it work large and small and read clearly in all applications?
4. Appropriate: Does your logo work for your industry without being cliché or obvious?
5. Targeted: Is your logo appropriate for your audience?
6. Timeless: Don’t be trendy. Aim for longevity.
art270 has designed and developed logos and identity systems for more than a hundred businesses, organizations and events. A few that you might bump into in your travels include Montgomery County Community College, Brandywine Realty Trust, William Penn Foundation, Bartol Foundation and Philadelphia Futures.
— Carl