WHY IS A GOOD LOGO IMPORTANT FOR A BUSINESS ? Your logo is the hardest worker of your entire brand identity . It ’ s often the first part of your brand your customers will encounter , and it plays an important role in ensuring you leave a lasting impression . “ A well-designed logo clearly communicates who you are and what you stand for as a brand ,” says Shayne Tilley , Head of Marketing at 99designs by Vistaprint , a global online creative platform that enables designers and clients to work together to create great design .

“ It differentiates your business from your competition , and helps foster brand loyalty with your desired audience .”

WHAT MAKES A GOOD LOGO ? Naturally , the definition of a ‘ good ’ logo can differ from person to person according to individual tastes . However , there is a list of key questions you can ask to objectively assess whether your logo is doing the job you need it to .

Does it clearly communicate what services you offer ? Is it simple , clear and legible ? Do the colours , typefaces , graphics and shapes reflect who you are as a brand , and appeal to your target customers ? Will it stand the test of time and grow with your business ? Will the design look good at different scales ? It needs to work on the signage of your premises as well as it does on the back of your business card .

WHAT MAKES A BAD LOGO ? Your logo has to communicate a lot about your business up front , so a common pitfall can be trying to cram in too many elements , making it confusing and busy . An intricate logo can work in some circumstances , but won ’ t be scalable across all the mediums you may need . What might look great wrapped around your van might not translate well when you try to embroider it on the pocket of your overalls or shirt .

However , it ’ s a fine line to tread between being simple and being generic .

“ Generic logos can represent your brand as poorly as an overly complicated one , leaving your

customers guessing because it ’ s too vague ,” says Tilley . “ You run the risk of being overlooked if prospective customers have to work hard to figure out what it is that you actually do .”

HOW SHOULD YOUR LOGO BE USED ? Your logo sets the tone for the overall look and feel of your business and is your guiding star for all elements of your visual brand . This includes your fonts and typography , colours and imagery and general design style .

It ultimately forms the basis for all the branding your business needs and any potential touch point with customers – whether