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All successful companies have a memorable logo to help provide a visual representation of their brand. It takes careful planning to find the best fit for a business logo. But when a business does it right, there is no more need to drastically change the logo. Through the years, it will come to embody the quality of the brand.

The aesthetics of a small business logo may seem like rocket science for any starting business. But its guiding principles can be easily understood. When in doubt, always decide on logo factors that will contribute positively to the brand of the business. Here are some guidelines which can help a starting business choose the best fit for their logo:

Simple Is Always Better

Any business can never go wrong with a minimalist approach to its business logo. After all, simple is always beautiful. As far as a business logo is concerned, a simple logo is easy to reproduce. It can be conveniently used in any official communication, marketing proposal, or corporate event. A simple logo can be recognized easily whether it is printed on a large billboard or in a small coffee cup.

In crafting a business logo, a business should remove distracting design elements to easily engage the people, especially the target market. However, a balance should be reached in logo design. Take care not to remove too much buzz in the logo so that it will not appear boring.

More importantly, a simple business logo can instantly represent the business plan of a company. This is what experts call the “elevator pitch.” A logo should be able to reflect the brand quality of a company so that it can convince prospective clients or business partners – even when the logo is presented quickly in an elevator, so to speak.

The Imagination of the Audience

A logo should entertain and engage the audience at first glance. It should stimulate the imagination of people to associate positive qualities with the brand of a business. Avoid designing literal logos as this tends to be boring. Likewise, stay away from overly abstract designs otherwise potential clients and partners may lose sight of the message of the brand.

Whatever logo design you choose, an important consideration is that it should make people remember your products or services. It should serve as a visual cue about brand quality.

Logo Longevity and Flexibility

Popular themes and trends may change when it comes to business logos. But as a rule, a logo should be able to stand the test of time. It should have familiar elements that will let it endure years of design trend changes.

However, a business logo should be flexible enough to accommodate subtle changes throughout the years. Minor revisions typically happen but they should be done without sacrificing the overall look of the logo.

Apart from longevity, a logo should have flexibility and versatility to adapt to most commercial markets. Through the years, the most successful logos are those that feature both an icon and a text logo.

The Stability of Vector Design

Creating logos using vector technology is still the industry standard. Vector-based logos have consistency in contrast and balance, whatever medium it is used. Although logos with 3D rendering may appear more visually stunning for some, they may appear unstable in certain situations.

The consistency of a vector-based logo is helpful in creating a coherent theme for marketing materials and official communication. Moreover, it is also easier to accomplish a 3D look in a logo with the use of the canter effect in vector technology.

Research for Uniqueness

A business logo should always strive for uniqueness. This helps create a definite identity for a brand. Thorough research should be implemented before a logo design is finalized. The business logos of the competition should be carefully noted. Likewise, the typical elements of a logo should be benchmarked. These efforts will help create a distinct logo for a business brand.

More importantly, a logo should be an excellent reflection of the mission and vision of a company. It is more than an image; a logo is the representation of brand quality when it comes to products or services.

Google Shows That Keeping It Simple and Minimalist Logo Design Is Keeping It Relevant: As a logo designer knows, many business owners are disappointed by extremely simple or minimalist logos.

Many feel that they simply haven’t gotten their money’s worth or that they could easily have come up with the same design. However, people in the world of graphic design know that minimalist designs are both the most difficult to develop and the most likely to be meaningful over time. The well-known Google logo is a great example of this principle.

Google’s logo features simply the business name written in an ultra-simple but distinct font. Primary colors make this relevant logo seem fun and accessible, an impression that is bolstered by the predominantly round shapes of the letters. This type of logo may seem understated, but it makes a distinct statement about the company, one that has kept people visiting the site for more than a decade.

It is a testament to the versatility of this relevant logo that it has been modified by the company for a variety of special occasions. Google usually has special relevant logos for holidays and even for diverse events such as the anniversary of the popular vintage video game Pacman. All are recognizably Google, in part because of the very basic yet unique nature of the mother logo design.

This versatility is one of the key elements of the brand—after all, who doesn’t want a versatile search engine? It also has made Google the subject of several joke websites. If you want to see just a few hundred of the permutations that this relevant logo design can undergo without diminishing its power, check out one of the many copycat websites for a good laugh. These sites offer a variety of humorous relevant logos, both official and reader-submitted. Into Disney movies? Try Shroogle, with an ogre theme. Have a thing for dairy? You’ll love searching Mooooogle. On Dental Carie Awareness Day, Gargle maybe your internet favorite. These are just a few of thousands of options.

Google has managed to do what every business dreams of entering the mainstream imagination and creating a brand that people recognize in any situation and in almost any form. If swapped with another color, another size, or even another font, people all over the world will still recognize the bare bones of this well-known logo. It is hard to think of another company that has been as successful, but here are just a few that are at least approaching this relevant logo success:

Nike Logo
Apple Logo
Starbucks Logo
PBS Logo
Pepsi Logo

What do all of these have in common? They are all incredibly minimalist and relevant logos, with the staying power to become iconic. More complicated logos are difficult to remember and recognize, while ones that follow trends with slavish devotion simply never gain the longevity needed to become part of the American consciousness. Good relevant logo design is as simple as it possibly can be while also being completely unique and personal.

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.