A logo should be clean, focused and recognizable. Here are examples of each:
- A clean logo is crisp. It should work as well on a business card as on the side of a truck. A good logo should be scalable, easy to reproduce and distinctive. Icons are better than photographs, which may be indecipherable if enlarged or reduced significantly. A clean logo can be converted to black and white, if need be, without compromising itself. A clean logo is minimalist and contains few colors. That logo with five colors may look awesome on the computer screen, but when it comes time to print apparel and other things, the price quote you get may scare you. A good rule for a clean logo is to not exceed three colors unless absolutely necessary.
- A focused logo communicates something specific about your brand or company. It lets people know if your business has a personality. Hard, aggressive edges portray a more serious business persona. A logo with a little more whimsy may tell your target market that you are lighthearted and they can have fun while visiting your business.
- A recognizable logo creates a visual statement that engages your audience. Recognizable can mean using vivid colors, illustrative elements or an optical illusion. Recognizable logos make an immediate statement using a picture or illustration instead of relying solely on words. Include a barbell or kettlebell in your logo so people know you are in the fitness industry. When your audience sees your logo they should instantly recognize it and distinguish you from others in the industry.
Remember to keep your target audience and the nature of your business in mind when creating your logo. In time, you will have built equity in your trademark, and it will be a positive and recognizable symbol of your brand.
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