What makes a logo “good” or “bad” on custom labels?
There’s a lot of advice available on what makes a logo “good” versus what makes it “bad.” But what actually makes a logo good or bad? Was a logo born bad? Or do you blame the parent company? We could argue nature vs. nurture (or maybe not…) but instead, we’ll focus on more relevant things – like how to make your logo look good on custom labels. In our opinion, there’s no such thing as “good” or “bad” logos because that suggests subjectivity. Beauty is in the eye of the beholder; that’s why we think a better way to critique a logo is too see whether it’s effective or not.
An effective logo is essential in today’s business world because it communicates instantaneously to the customer your company’s identity. Studies have shown that the customer’s buying decision happens in mere seconds and if you’re attracting new customers, how are they supposed to know that your product works? Or you have award-winning 24/7 customer service? A customer might go to your company’s website, check out the blog, or see other customers’ rave reviews but people are busy and easily distracted. So ask yourself, ‘Is my logo effective?’
With over 30 years of printing experience, we have seen our fair share of logos. Below is a list of the top five characteristics we have seen for a logo to succeed.
- Simple: Simple doesn’t mean boring! Simple can be quite beautiful and beautiful logos are usually simple. Simplifying your logo is more likely to attract and keep the viewer’s attention rather than having a busy design. A way to simplify your design is too take out unnecessary elements like too many shapes or repetitive information. Even reducing your color scheme to only 2-3 colors and changing the typeface can quickly and easily simplify your logo.
- Memorable: Do you want people to connect your brand to your logo? Then you need to make your logo memorable. If I said McDonald’s or Nike to you, what pops in your head? Golden arches and a swoosh, of course! A recognizable logo beats out a beautifully unknown logo any day. Although creating a memorable logo is easier said than done, there’s plenty of ways to make your logo stand out like using an unusual shape, vibrant colors, or an object (living or inanimate).
- Timeless: Keeping up with trends is good for business but not so much for your logo. Regularly changing your logo will not only confuse customers but it also suggests that the company doesn’t know who they are. A simple logo will have a more timeless look than a logo with a bunch of flashy elements. However, sometimes a logo needs to be redesigned if the company is re-branding itself, the logo is too complicated, or the logo doesn’t symbolize what the company does.
- Versatile: How versatile your logo is can make your life easy or hard. An effective logo is able to work across different mediums and applications. Some questions to think about when examining your logo’s versatility: How does the logo look in black and white (and in color)? Is it recognizable on a large or small scale? Would the logo on my custom labels attract people?
- Appropriate: Make your logo appropriate for the company’s brand so customers don’t walk away not knowing who you are. Defining what is “appropriate” can be hard but if your brand is youthful and fun or cutting edge and practical, then your logo should reflect those qualities. You don’t need to show what you sell or offer (in fact most companies don’t) but the design, graphics, type, and color can affect your logo’s intended message. A couple of ways to determine if your logo is appropriate is to examine whether your logo symbolizes your business and if it’s suitable for your industry.
Logos on Custom Labels
When designing your logo, it’s best to avoid using gradients and effects because it won’t make your logo simple or versatile. Busy or overly designed logos can make printing of the logo an obstacle, especially on labels because of its limited space. Bad fonts and too much information can also be distracting to the viewer and turn customers off. Instead, shoot for a more timeless aesthetic that will make your logo last through the decades.
One of the great things about custom labels is that you can personalize it to best showcase your logo. By having an effective logo on a high quality label, you will be more likely to attract attention and influence the customer’s purchase decision. Custom labels allow you the freedom to pick and choose the material, printing technique, size, application, placement and more to get the label that is most effective for you. A logo can move your business forward but an attractive logo on a personalized custom label will take you even further.