Logo designs all start the same way. Your web design client asks if you can update their brand logo "while you're at it," and you agree because you want to keep them happy. Two weeks later, you're up to your chin in logo concepts that just aren't working.

Okay, while it may not play out like that every time, the unfortunate reality is that many logos aren't nearly as good as the websites they're on. But there is good news: there's a reason these logo aren't working (and a way to fix them).

The creative department at Company Folders conducted a careful study of logos for world-famous brands and learned that their success came from 7 core characteristics. When you apply these 7 necessary elements for a good logo, you'll soon see a marked improvement in the quality of your designs.

Audience appeal

Humans crave to be understood. We want others to know what we want and what we like, without having to explain ourselves. That's why the best brand logos demonstrate a company's understanding of its audience. A logo should tell its target audience, "Yes, I know who you are, and I have what you need."

Industry uniqueness

Every industry has its share of cliché logos (Exhibit A: every hipster coffee shop in the world has a logo that looks like a coffee ring). So if you want to show the audience that a brand is one-of-a-kind, its logo needs to stand out from all others in its industry.

Timeless foundations

Other than one or two dark years in the 1980s, Coca-Cola has used its script font for over a century. Why? Because it appeals to multiple generations of soda drinkers. Whatever your brand or product, your logo needs to appeal to the people who will use it a year from now, ten years from now, or even fifty years from now.

New features

You can help your logo retain its appeal over the years by adding a couple innovative twists here and there. The key is not to chase every single trend that exists right now; rather, think ahead to what will be in style within a few years.

Simple design

The best logos in the world are also the simplest. Target's logo is a bunch of concentric circles, Chevy has a bowtie with no frills, and Nike is using a fat checkmark. You can take a page from their book for your client's logo: strip out every unnecessary element until you're left with their core brand message.

Consistent elements

Logos often fail because their design elements aren't cooperating: the shape conflicts with the font, the white space isn't balanced, or the design is the wrong color. If you want a harmonious design, make each piece point back to the brand's message.

Total adaptability

Logos are little travelers: they show up on company websites, print materials, outdoor ads, promo products, and just about anything else you can think of. To succeed in all these places, they need to scale easily between sizes and look just as good in black and white as they do in color.

Conclusion

If logo design isn't your primary focus, it can be tough to blend these traits into a truly successful logo. That's why the graphic designers at Company Folders are offering up their logo design expertise. They'll work with you to create the perfect logo design for your client, letting you stay focused on the website around it.