With great logos, come great responsibility.

crawfordandjohnUncategorized

In the quest to work out what we wanted from a logo, a great deal of research was done trying to find out what makes a great logo great, and after more than a year spent deciding and narrowing down our ideas, we came across a range of brilliant logos, ranging from a monotone fruit, all the way up to a rainbow logotype. We figured it’d be a cool idea if we showed you 4 main points that help to define logos that last generations and help to maintain the integrity and ethos of some of the biggest brands on the planet.

 

So,what makes a logo great?

1. Originality.
Plagiarising is a big NO NO! If you decide to copy somebody else’s work, whether that is a logo or a piece of literature, it is not a cool move (**cough Saatchi & Saatchi cough**). Your customers and potential clients will see right through it, and most likely think you are unoriginal and not trustworthy. In our line of work, a lot of it is based off of trust and strong relationships. The worst case scenario would be going to court and getting sued, which kind of sucks. It really isn’t beneficial to take something from some one else and far more rewarding to work towards something and seeing the outcome come to fruition. (“Even if it does take a year…” shouted Steven across the room).

2. Adaptability.
A strong stable brand will work across all platforms. Think, right now how many different screen sizes do you come across in a day? There’s your phone, tablet, laptop, desktop, tv, perhaps even smart watch if you’re lucky! Those screen sizes are all different and each social network has its own rules about shape of the display image, beit a sqaure, circle or something else. It’s crazy how small some mobile devices are and how big a billboard or screen could be, and whether you logo works across these types of medium all has to be taken into consideration. In the process of creating a great logo, you have to imagine how your logo will be perceived and what emotions it might evoke on smaller and larger screens or prints. Will the brand integrity be maintained if it is 1′ x 1′, is the message clear and concise?
**It is also worth noting that ALL logos, no matter how complex, need to work in the base form of black and white. Think about, if all else fails, if the printer you have reached out too, or leaflet you have put together, can’t get that colour print, how well will your logo look?

3. Timless-nessnessness
A strong logo, should work for decades! That means, no matter what trends come and go, from Pokemon to the YMCA, a logo’s integrity will remain strong. Ask yourself, would your logo will be just as effective in 50 years? Milton Glaser, who created the “I ❤️ NYC” logo, said in an interview for Big Think, “I did the bloody thing in 1975, and I thought it would last a couple of months as a promotion and disappear”. The simplicity of the logo has enabled to it to surpass trends that have come and gone, and it remains a strong and powerful statement. One of the best examples that has been cited many, many times across the web, is the Coca Cola logo. Big Red has hardly changed their logo since their creation in 1885. Don’t believe me? Check it out!!!

130 years of Coca Cola

Coca cola – 1887

130 years of Coca Cola

2016 – Coca Cola

 

 

 

 

 

 

 

That stripe you see underneath the updated version is a great addition to the logo, allowing that to become a key part of the brand, even when the main logo isn’t present:

A video posted by Coca-Cola (@cocacola) on

4. Keep it simple stupid!
A great log is fun, unforgettable and interesting. You want a logo that is easy to distinguish and to be able to be understood. A great logo offers something unique without being overdone! K.I.S.S

 

5. Thinking of trying it yourself?
Above all else, enjoy yourself and the creative process. As I mentioned above, there is nothing more rewarding than watching your work come to life. Something you have worked so hard on and I am sure we’ve had too many sleepless nights and tight deadlines, but believe me it is all worth it in the end.
ALWAYS K.I.S.S ????