Your logo is the most visible aspect of your brand. It communicates your both brand’s personality and what differentiates your brand from the competition. These four points will help you create a unique identity for your brand which consumers quickly recognize.

1. Simplicity

The perfect logo is simple and memorable. The Nike swoosh and McDonald’s golden arch are great examples of simple logos which nearly everyone instantly recognizes. It’s tempting to use swirls and other fancy artwork, but remember, simplicity is timeless. Your logo won’t appear dated in a few years. Limit your colour choices to two or three; this ensures simplicity. There are brands that are exceptions, such as Google, as some brands use multiple colours to signify diversity.

2. Versatility

Your logo must be versatile so it will work for all potential uses. It should be in vector format so it will look good on a billboard, your website and a business card. Your logo should also look good in black and white as well as in full color.

3. Representative

Your logo is for branding; it does not have to be a symbol of your product. Amazon uses an arrow connecting the letters A to the Z in their name, signifying consumers can find everything from A to Z on their site. You should use an appropriate font which represents your industry. A bank won’t choose a childish font as it wouldn’t represent trustworthiness.

4. Uniqueness

Unique logos stand out from the crowd. If you use stock vector graphics, other brands in your industry are using them as well. The same goes for fonts; use a custom font so your logo is unique. It is also easier to obtain a copyright or trademark when you have a unique logo.

A winning logo uses the ideal combination of colour, typography and graphic to create the perfect graphic representation of your brand.