Logo Logic

Hello, and welcome to Aftershock Weekly, Episode 16. This week, we’re going to talk about what makes a good logo. Now, we both know that beauty is in the eye of the beholder, but there are some common things with a logo that you will find that makes it stand out and be consistent and recognizable.

So, the first thing I always tell clients when they’re thinking about getting a new logo done is, how is it going to look on a billboard, how is it going to look on a screen—as far as a computer screen—and how’s it going to look on a shirt. You need to make sure that you keep all these things in mind, so that it can be on multiple different canvases and still look good and consistent. So, one thing with a logo, is you want it to be able to have some kind of icon, or something that will set it apart, where you recognize that, even if you can’t see the words.

So, for a great example, my good friends over at Myriad Real Estate sent me golf balls for Father’s Day. It’s a really cool thing to do, with this very nice note. But, as I was thinking about logos, this is great. Look at this icon. It’s recognizable, it’s a house, it’s got a little, you know, swirly thing to where you see this a few times, and it will start getting, you know, locked into your brain. Same thing with McDonald’s. Do you need to have the “cDonald’s”? No, you just need to see the big M and the arches.

Now, taking things like color into consideration, for your business, if you’re a company that sells nutrition products, typically you’re going to have—you know—greens, light greens, whites. If you’re a computer or a tech company, a lot of times you are going to have blues in your logo, or oranges. So, taking into consideration what type of business you are will help you dictate colors.

The other thing is, make sure that your fonts and your logos are readable. There’s nothing worse than trying to make out what a business name is when you’re trying to read the logo. Also, don’t mix fonts. If you absolutely have to, you can have two fonts in a logo, but try to stick to one, because that is what the most consistent brands in the world do. Your IBMs, your Home Depots, your McDonald’s that I mentioned. You’ll notice that they have the same font, they don’t mix fonts, and they keep it consistent. And each one of those brands, whether you’re looking at it on a big sign on a marquee, or you’re looking at it on a t-shirt, or you’re looking at it on a website, it’s consistent, it shows up, and it pops.

Now lastly, you want to make sure that your logo isn’t too busy. What I mean by that—I’m going to take a second and show you something, because one of the things I do at Aftershock, is I keep all of my business cards from when we started the company. Because one, it’s very humbling. It shows what a terrible design eye I had at one point in time. And I’m going to walk you through a couple things. So, here’s the first one. You can laugh—I still laugh.

This is my first logo. It’s awful. It’s got multi colors, it’s got all kinds of craziness in the background, but I then went to, “Ooh, let me play around with some more graphic design.” This one was a little bit better, but not very good. I got the bubble in the background, I’ve got all kinds of drop shadow, and I mean it was just—it was the next evolution of our logo. Then we moved to what we have today. You’ll notice that I have a consistent font here, and then we created the icon, which is the “O”. And as I was sitting at a dining room table with a mentor of mine, I’m sitting there designing it, I had the “O” to where everything was going up, he said, “Why don’t you turn it?” So, I did, and that’s been our logo ever since. And I like it, some people might not, but it’s very identifiable. So, that’s just an evolution of what we did. And this is the business that I’m in.

So, I just wanted to share a few things with you on that. I hope if you’re getting a new logo done that these tips help. I want to know what you think the most iconic logo is out there of all time. List it in the comments, and I look forward to seeing you next week for Episode 17. With that, I’ll leave you with a quote.