What makes a good logo? (Answer #4)

Robert LaneLogo Design

By now your logo should be in pretty good shape. If you have made an effort to adhere to the first three tips on what makes a good logo, then you are well on your way to having a successful identity. But what if you logo fails to make any impact? My fourth reason for what makes a good logo starts now.

1. Keep your logo simple.
2. Make sure your logo is functional.
3. Your logo should be unique.

4. Remain consistent presenting your logo.

Some companies keep on a hand a logo usage guide. This guideline describes the proper use and layout to be followed each time the logo is used. This is important for a myriad of marketing reasons. The most important of which is to have a consistent identity across all mediums and presentations. With your logo usage guide, some things to consider are layout, colors, typography, and size. For instance, you wouldn’t want to have your logo printed on a company document smaller than a minimum allowable size; this insures readability. And of course you would never want to have the color of your logo altered for any reason. In many cases this means you may default to either a black or white logo. Below is one page(there were thirty-nine pages) of a logo usage guide that I found for Energy Star. Hopefully this will give you an idea of what lengths companies go to in order to maintain their brand identity.