We recently read a blog post on the top creative logos of 2009 and started thinking about some of our favorite logos and what makes them great. Here are some general guidelines for making a memorable logo (that is the goal after all!)...

It’s simple.
The best logos are generally simple. Can the logo be reproduced in one color or in a medium like embroidery and look the same as it would on a four-color brochure? A logo that reproduces consistently across all media helps with brand recognition. Try the rule of the fax machine: if it can be faxed and doesn’t come out the other side unrecognizable, you’re on your way to a successful logo. For this reason, NEVER use a photo in a logo. (We’re looking at you, OfficeMax.)

It’s got character.
A good logo should be smart, subtle, innovative and/or memorable. The goal is to set your business apart from the competition. Some things to consider:

• use of negative space (see the "11" in the Big Ten logo, "s" in USA network, arrow in FedEx)
• something unexpected so a customer remembers it
• not an obvious icon—something smart and subtle (no ClipArt!)

It fits your business.
Is your business trendy, contemporary or classic? What industry are you in? A good logo should give the customer a glimpse into your business. You can achieve this through colors, typography and/or an icon.

• Don’t get too literal and try to communicate everything your business does in one mark. If your business has seven divisions that do seven different things, don’t try to literally communicate all those in a logo. It becomes too complex.
• Consider earthy colors if you’re in the ag industry or bright fun colors if kids are your target audience.

And of course, good typography.
What’s a smart logo if the typography in the logotype is poorly kerned or the typeface doesn’t match? Or worse yet, the typeface is completely illegible. For a good logo, this is a must. Spend time considering a typeface to make it relate to the business and to any icon that may be a part of the logo. Kern letters so there are no odd white spaces. These things will make it readable, personal and put the final polish on a logo.

- Rachel, Senior Designer