Why do I need a logo?

My good friend Lee Newham taught me about five important design elements when it comes to brand identities. Iconic logos are:

1. Describable
2. Memorable
3. Effective without colour
4. Scalable i.e. work when just an inch in size
5. Relevant to the industry in question

Points one and two go hand-in-hand, because if you can’t describe what a logo looks like then how will you be able to remember it?

Point number three is important because colour is secondary to the shape and form. I always leave colour to the end of the design process, because if the mark doesn’t work in black only, no amount of colour will rescue it.

Point number four is vital for collateral, such as office stationery (pens, pin badges etc.) — all those little things that can easily be overlooked.

Lastly, the design must be relevant for the business it identifies. This is accomplished through indepth research into the industry involved, and helps to differentiate from closely associated competitors.