How to— Making a quality mark of identity (logo)

[klymr]

This is a list of traits to consider when designing a mark of identity, or logo. It was given to me by my brand identity professor. I hope it can be used by many, especially those who are seeking advice and critiques on their own creations. Feel free to chime in and add your own traits if you feel they are important. Thanks!

1. Positive association

2. Easy identification (easy recall, but not trite)

3. Highly memorable (what makes it stick in your mind?)

4. Unique within the client's industry (why is it different than every other logo for similar businesses?)

5. Closed gestalt (flow should be internal, as in a circle. Nothing should lead the eye out of the mark into space)

6. Appropriate abstraction level

7. Effective in reduction (1/2 inch diameter)

8. Reproducible in a variety of materials and on different surfaces

9. Effective in black and white as well as in color (design in B&W first, then add only a few colors)

10. Effective use of negative space (figure/ground)

11. Appropriate symbol weight (generally heavy is better)

12. Positive direction (up and to the right being most positive in western culture)

13. Translatable to other languages and cultures if necessary

14. Conducive to animation if animation is a possibility (not always necessary)

15. Information vehicle and persuader (what message does it carry to the viewer?)

16. An embodiment of the essence of a company (expresses the company's character of attitude). A visual interpreter of the company's business nature, character, attitude, quality...even its products' price point. Clearly symbolizes, in many instances, the company's line of business.

17. Has longevity (will it stand the test of time?)

18. Establishes immediate recognition for the company

19. In the case of an abstract mark, is such a memorable visual that, when consistently and uniformly applied, becomes synonymous with the client's business

20. Credible, stable, trustworthy, and unified