1. The 9 Essential Characteristics of
a Successful Logo

2. • The proper choice of logo can mean more
sales for the business. A logo which is
memorable increases brand familiarity and
credibility and that is the main function of a
logo to make consumer's feel they "know"
your business it hasn't just popped up out of
nowhere. When selecting and utilizing a logo
or design these nine questions can help you
decide if this is a winning logo or design:

3. Does the logo have meaning?
• Just as a business name should have some
meaning so should the logo and it should
reflect the goals and distinctiveness of a
business. With the proper use of design
elements, a logo can be a meaningful
representation of your business goals and
features.

4. How distinctive is the logo?
• The owner of a business wants their business
remembered and is separate from any of his
competitors and a distinctive logo is an
important feature. A logo, which is distinctly
different, and yet still pleasing to the eye, can
help your business stand out from your
competitors.

5. Is this logo and design appropriate for
use on all sales materials?
• Using the logo throughout the sales
presentation, on the business cards, on the
mailing material will increase the effectiveness
of the logo and designs and enhance branding
in the consumer's mind. Using the design and
logo consistently across the marketing
material will enhance the effectiveness of the
tools and bring them together in the
customer's mind.

6. How professional is the design and
logo?
• Just as the business, office conveys a message
of the level of professionalism in a firm, so
does the logo and the designs used by a
company in marketing themselves. A
professionally done design, which uses the
color palette, fonts, and icons chosen to send
a message, conveys a high level of
professionalism and this increases consumer
trust.

7. How well will the design and logo
endure.
• Fads and trends really have no place in
branding, and a logo that will age well and not
look dated in a year or 10 years is essential.

8. Colors are not just about red green
and blue - is this logo visible?
• When choosing a logo it is essential that it
should please the eye and be memorable but
it should also be printable in black and white
and visible to persons who have color
blindness. A high contrast logo is essential for
both of these.

9. How cohesive are the elements?
• A logo consists of multiple elements including
the font, abstract and, or representational art,
and colors and they must blend into a whole
in order for the design to be effective.

10. Will the logo be scalable?
• A complex logo with many elements that may
look good on a billboard or on packaging may
not make the translation to a business card. If
it does not, then it is not an effective logo. A
logo should look good and send the message
whether it is large or small.

11. How memorable is the logo?
• If the logo is not something that will be easily
remembered and identified with a company it
will fail to perform an essential function for
the company and that is to be memorable.

12. • Pulling these essential elements into a logo
that represents a brand or business effectively
is not easily done by the amateur but it is
essential if the logo is to be effective.
• http://www.iriswebdesigns.com