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First impressions count. It spells the difference between a successful commercial venture and lost opportunities. In business, it pays to be presentable and the best way to initiate a positive first impression is with a logo.

A bad logo may create an immediate negative impression. Potential multi-million investors and trade partners may be turned off by the amateur vibe of a business or company because of this logo impression. This is why it is highly important to pay attention to principles which can add appeal and impact to a business logo:

  • Minimalism

Simplicity is beauty for many designers. Most of the successful business logos have simple yet appealing designs. After all, less is really more. It will help people focus on the message of the logo when designed and done simply.

  • Catchy and Appealing

A logo needs to stand out especially if it will be representing a business in an industry with tough competition. Catchy logos can stay in the minds of people after the first glance. This can be achieved with a design that can tickle the imagination and creative thinking of people. This helps craft a good first impression for a brand.

  • Timeless Design

An excellent logo always withstands the test of time. The most successful businesses have retained their logos for decades. This is why a logo should take care not to rely on trends when creating a design. Trends and fads are dated and can lose its appeal over time.

A good case study is the logo of Coca-Cola which started in 1885. Today it is more than a century old yet it has still remained familiar in the eyes of people. The reason for its success is that its design is firmly grounded on fundamental design elements and not on market trends.

Logo refinements are normal especially when a company has made major strides in progress and direction through the years. But the important thing is that a logo maintains its familiar elements to people. The basic outline of the logo should also be recognizable.

  • Relevance and Meaning

If a logo is representing a company, its design must be relevant to the industry where its business is operating. Otherwise, it may appear as a sore thumb. There should also be a certain aspect of the business creatively lodged within the logo.

An interesting case study for this principle is the nifty arrow placed in the FedEx logo. The arrow is placed between the letter E and X to denote the quick forwarding service of the company.

A logo should not be open to misinterpretation. This is a huge risk when a logo will be used for an international campaign because different cultures have different interpretations on symbols. Cultural research is an important undertaking for the success of a logo.

  • Adaptability and Adjustment

A logo should adjust easily whether it is used on a huge advertisement or a small souvenir. This can be achieved with the use of vector graphics in order for the logo to have scalability. Its colors and design must also adapt well to any background. It must be recognizable whether it is printed on a newspaper or set against a black and white background.

The choice of font can also make a difference. If two complementary fonts will be used on a design, it can enhance the overall appeal of the logo. If they are dissonant, it can confuse and distract the viewing public. Naturally, this leads to bad first impressions.

  • Wit and Cleverness

Logos are made for people. If they find a witty or clever design, the chances are high that it will be fondly remembered. There is always a delicate balance between abstraction and creative interpretation.

First impressions matter in a business. Having an excellent logo will give any business a huge edge in this regard.

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.