- Published: Tuesday, 09 November 2021 09:51
Think of any iconic business. It doesn’t matter the industry — it could be cars, food, technology or some other sector. When you take a moment to recall them, what image pops up in your brain?
That’s right: the logo. Sure, you may start to contemplate the company’s offerings or an experience you had with a product, but the first picture you see will likely be the logo.
An effective logo is an essential and crucial part of your eCommerce business. It’s the entry point to any further interaction a potential customer may have with your brand. It will either invite interest and remembrance or disinterest and obscurity for your brand. Having a memorable logo can make a significant difference in your sales volume over time, too.
Logos are based on five foundational principles: simplicity, memorability, original, modern yet timeless and versatile. All great logos stand out from the crowd because they have these five components working together in harmony.
Let’s delve further into each of these 5 principles of amazing logos.
1. Simplicity: It’s Not Rocket Science
Simplicity is the first foundational aspect on the list — for a good reason. A simple logo speaks to an audience easily and immediately. It doesn’t confuse, it doesn’t flaunt and it doesn’t inundate. It’s digestible and, therefore, effective.
Let’s take a logo from one of the most successful toy companies in history: Lego. Although it’s passed through various iterations throughout the business’s timeline, today’s version is a simple red square with the word “LEGO” in white in the middle. The font is slightly bulbous, and the letters are outlined in black and then yellow. That’s it. No explanation, no pictures, no description.
However, this simple design conveys a whole lot within its relatively limited details. The playful font connotes a fun feeling, and the vibrant red brings alertness and energy to the logo. The easy to pronounce and catchy name snuggly fits in the square. All these pieces add up to a simple logo that says a lot. Of course, we wouldn’t know precisely what the Lego logo was for if we weren’t familiar with the immensely popular toy, but we’d still be able to take in the logo and experience a feeling.
Your eCommerce logo should also harness these same powers of simplicity. Think of a logo that is first easy for most people to experience. It shouldn’t be a chore to look at — within a few seconds, all of the necessary information should be consumed. Then, that simplicity should subtly convey aspects of the business. Through design choices such as font and color scheme, the logo emits a personality that makes the consumer feel a certain way.
The funny thing about simplicity is that it’s generally more difficult to achieve than complexity. It would be easier to spell out aspects of your eCommerce in the logo and share all the information you want them to know. However, it’s far more effective to have a simple logo that effortlessly provides potential customers with an experience.
2. Memorability: Stick With It
Nike. Once you read that name, there’s no question; a swoosh shortly comes to your mind’s eye. A masterclass in logo simplicity — but also an excellent example of a logo that’s memorable.
All of these principles go hand in hand and reinforce each other. A simple logo has a better chance of being a memorable logo.
Think about a catchy pop song, those one-hit wonders that still sometimes become earworms on a random Tuesday. They have the simplest of choruses that you can sing over and over effortlessly. They’re simple, and that helps to make them memorable.
But what else makes a logo memorable?
Something about the logo must be compelling. Is it the bold color choice? Does it contain an undeniably unique drawing? Is the font irresistibly elegant? Is the word in the logo itself catchy? What ultimately makes this logo different and outstanding?
To be memorable, your eCommerce logo must say something starkly different or convey a feeling so clearly that it stays with the viewer. Think of how to stand out from the crowd and be remembered.
3. Originality: There’s Only One
The last thing you want your logo to do is get confused with or remind others of another logo. If a logo doesn’t have its own unique identity, it not only gets forgotten, but it lacks purpose with the brand.
One of the logo’s essential functions is to announce the business itself. The features of the logo present the personality and vibe of the company. The various details convey a business’s energy and perhaps even its purpose.
If the logo is not completely unique, it cannot convey the company’s message, as it gets muddled in confusion.
Therefore, logo originality helps the company stand out, be memorable and sows the seeds of brand awareness and understanding.
I can’t overstate this, many eCommerce owners now use automated logo maker like this one, but you will never get a unique logo with these platforms, many of the logos are the same! It’s much better to invest a few hundred dollars and hire a designer who can work with to create an original logo that speaks for your brand.
4. Modern Yet Timeless: Never Going Out of Style
The great logos stand the test of time. They may become tweaked or adjusted over the years, but their core persists through decades.
These logos do not dictate a particular time period’s style and social acceptance, nor do they fall into the category of vintage and cool. Rather, they transcend an era’s style to stand on its own and stay relevant.
Take, for instance, Toyota’s logo. This design of three overlapping ovals has been on cars since 1990, but nothing about this logo feels dated today. In fact, the logo even adds a modern touch to the most cutting-edge Toyota cars released today.
This logo, and others like it, have the quality of being outside the ebbs and flows of society’s fads and fashions. They have a uniqueness and personality all their own that isn’t informed by their surroundings.
When you design your own eCommerce logo, lean into your originality and create it apart from the forces that influence trends and popularity.
5. Versatility: More Than a One-Trick Pony
Your logo won’t just pop up on your website. It may show up on documents and on boxes. It may need to shrink or expand or change color for a particular product.
All that to say, your logo should have a level of adaptability and versatility. This does not mean that its roots or identity are compromised; on the contrary, its identity is so well-established that it can be utilized in other fashions and still be distinct and known.
A great example of this is the Apple logo. A simple apple with a smooth bite taken out of it and a unique stem design, this logo is easily digestible and memorable. Throughout the years, it has essentially stayed the same. However, it has undergone a lot of changes. It was rainbow-colored in the 80s and 90s, and in the early 2000s, it had a shiny appearance. However, this is ultimately the same logo, and you recognize it lit up white on the back of a laptop or rainbow on an old advertisement.
Your logo should be able to be tweaked and adapted without getting lost. Appearing on a white business card should be as simple as being printed on an orange poster.
The Pillars for Your Logo’s Success
A logo is the door to your business. If a potential customer is enticed by a simple and original design, they are often able to see that design on an array of products and remember and connect with that logo for years to come. Customers who remember your brand fondly are more apt to walk through your door when they’re looking for products or services that your brand offers.
Anchor your design to the five foundational principles for an effective logo, and you will be setting your eCommerce business up for success.