If a picture speaks a thousand words, then a logo speaks ten times that. Creating an original and effective logo design is more important than ever during 2010 and regardless of trends, there are certain fundamental principles that should be adhered to. Here are Core’s golden rules of how to create a logo with impact.

A logo should:

Be an integral ‘part’ of the whole brand

A logo is just the beginning, the tip of the iceberg of the whole ‘brand experience’. Your logo does not need to say exactly what your company does. For example, is there a computer in the Apple logo? Every element of your marketing must tell your story – the logo alone can’t do this, but it will certainly help.

Be recognisable and memorable

Thinking of internationally recognisable logos such as Nike or Apple, most people would be able to confidently and accurately sketch them on paper – no matter how artistically challenged the individual. The more elements your logo has, the more elements the brain must remember. An overly complicated logo is harder to remember. The golden rule? Use the ‘K.I.S.S.’ rule – Keep It Simple Stupid.

Remain legible

A logo must work well scaled for use at any size, but in addition, so must the text that accompanies it. When using a logo at a smaller size, try increasing the character spacing. This will help improve legibility, especially when shrunken down and viewed from afar. Ask yourself, ‘are you able to scale your logo without losing clarity?’

Be flexible and adaptable

A logo should work well on any platform, whether it’s on a website, business card or billboard.

Work well in black, reversed-out and full colour

Many designers start to create their logo by introducing colour right away. This often takes away from the concept because your mind is more focused on the colours, rather than the form. Start with the basics and work upwards from there.

Be unique

A logo should effectively communicate the brand message. Therefore, don’t feel pressured into following current fashions/trends and aim to create a logo that will stand the test of time. Something which is instantly recognisable as belonging to a particular era will also instantly date. A logo needs to represent and differentiate your business and is your tool to help you stand out from the competition.