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If your brand experience is a multiple course dinner, then your logo is the appetizer. An unsavory taste up front can ruin the rest of the meal. Research, thought, and intentional design choices should all be components of your creative development process. A well crafted logo will help your brand stand out in the sea of voices competing for the attention of consumers. Your logo needs these ingredients to effectively represent your brand and appeal to the taste buds of your target audience.

The Ingredients:

  1. Versatility
  2. Relevancy
  3. Uniqueness
  4. Timelessness


An effective logo is easily reproduced for different mediums and in a wide range of sizes. It should be as compelling on a billboard as it is on a bookmark. Avoid super thin text and elaborate gradients. The more complicated the image, the more detail that is lost when it is scaled down.

A good logo should also have the ability to convey its message in both full color and in black and white. The strongest logos can be stripped down to one color and still represent the brand. When considering color, keep in mind that the more colors contained in the logo the more costly printing will be down the road.

Another factor you should evaluate is whether or not you use a brand mark in your logo. Does your mark have the ability to stand alone without text? Think about the Nike “swoosh.” With or without the word “Nike” next to it, that mark is effective is conveying the brand. Symbols need to live together as well as apart. Having a little bit of time and money set aside for advertising helps as well.


If you are a buttoned up financial advisory company with a traditional corporate image, a script or handwritten font in bright neon colors might not be an accurate representation of your brand’s promise. Don’t confuse potential consumers. Color and type come together in a logo to create both a mental image and emotional value, make sure your logo is conveying the right feeling of your brand.

For example, a high end accessory line might want a logo that evokes the feeling of sophistication and exclusivity. A children’s toy company might find success with a logo that provokes the idea of youthfulness and fun. It is important that your logo speaks to your targeted audience and inspires the right feelings among potential customers.


Your brand experience represents your company, and your logo is an extension of that brand. A logo that looks like a carbon copy of other designs will weaken your brands potential reach. While in the design process, avoid obvious cliches. An image of a house for a reality company. A monitor for a computer repair business. A shield for a security firm. These overused image choices are going to blend in with the masses. Stand out among your competitors with a unique logo that separates your brand from the rest.


Just like acid washed jeans and pleather pants, logo design trends come and go. Don’t fall victim to the latest fad to ensure your logo remains timeless. The hot type treatment of the month might be all the rage right now, but it needs to follow the classic rules of good design in order to stand on its own throughout time. Avoid trends that will fade and you will prevent your brand from becoming outdated and irrelevant. The best logos will be just as successful 10 years from now as when the design was first created. This also means your logo should be adaptable. Some of the most successful companies have made slight changes to their logo throughout the years to keep their design relevant without altering the look and feel of their brand as a whole.


As with many things in life there are exceptions to every design rule. What holds true is that throughout history, the strongest and most memorable logo designs stick to some variation of this recipe. Just like in the kitchen—it takes the right amount of each ingredient to create the perfect meal. Remember these tips and you will be on your way to creating a strong logo design to help grow your business. Not sure where to start? Happy Hour Media Group is here to help. Call us at (425) 278-9393 or visit our website to learn how we can help you build an effective brand.

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