Based on the answers to these questions, you can come up with a range of textual information and visual references that will broaden your view of the business as a whole and help you set the path to follow. After reviewing this information, you will have a better idea of where the logo will need to be applied, which visual language should be worked on, which typographic fonts will be most appropriate, what colors can be used, and so on.
The ideal logo needs to communicate efficiently, and this does not mean that it needs to be blatant and exaggerated, full of bright colors, complex details and visual effects, because the more information and elements make up the logo, the longer it takes for the brain to process all this information in order to understand it, which will consequently hamper its memorization.
Contrary to all this, an efficient, memorable and pleasing logo in the eyes of the consumer needs to be simple, clear and visually balanced. Take as an example the largest and most valuable brands in the world, most of which have simple but striking logos, because they use only the essential to transmit the message quickly and efficiently. Another interesting detail is that many famous brands are typography-only or have only one color, proving that a logo does not need many details or colors to be efficient and memorable.
Some other important points that should be taken into account are:
– Do not use more than two fonts;
– Use good legibility fonts;
– Avoid using more than three colors;
– Use colors that give a good contrast.
If you want your business to have the ideal logo for many, many years, then forget the current trends and invest in a timeless style as trends change and the logo that looks perfect today can become outdated in a short time, necessitating of a redesign for its update. Using logo colors, typography, and visual effects that are on the rise may seem interesting right now, but in the future it could be a great loss to your pocket if you have to invest in a new visual identity, not counting the time it takes the public becomes familiar with the new brand again.
Much more than innovative, the ideal logo needs to be functional and applicable to any type of physical or digital media, whether it is on the front of a store, visiting card, and employee uniform or company website. It must also be expandable in large formats without losing quality, that is, without getting pixelated. However, to be enlarged without losing quality, the logo needs to be created in a vector program, such as CorelDraw or Illustrator, and also be saved in vector-preserving formats.