Take a stroll down a supermarket aisle and look at the array of products that are presented to you. As you walk you will recognize what most of the products are based off of the packaging. Notice how bake goods tend to use the colors of red, blue, and brown. Soaps and detergents will make good use of horizontal stripes, while pet foods will make use of checkerboard schemes. These distinctions are based on a design strategy that strives to develop cognitive responses to images and color. While there are many key issues to consider during the strategic process of designing there are also 10 fundamental criteria points to consider while executing a corporate identity that will last the test of time

1. Visibility

When considering the typography and graphical treatment of your logo visibility is one issue that is considerably overlooked. What is the logos ability to be seen under given conditions of distance, light, atmosphere, and medium?

2. Application

For most companies a logo is used through many applications. Such examples include, websites, print advertisements, newspapers, outdoor signage, silkscreen, embroidered, packaging…etc. It is important that the logo has compatibility through all forms of applications.

3. Simplicity

Bottom line is to know when to “stop.” Logos can often be ‘overworked’ with great complexities. Often we find what appears as a masthead used as a logo for an organization. The brands that hold the greatest equity today harness the power of simplicity.

4. Differentiate

Will your target market be able to set your company apart from your competitors? Does your mark have a similar look and feel as your competitors? If the answer is yes, you may want to consider a new direction.

5. Retention

Does your logo spark interest to your target market? When viewed will it be recalled easily upon thought, or lost in the clutter of all other brand images?

6. Color

Often people get carried away with colors and the use of gradients. With the ever-changing technology we can push the limits on the presentation of a logo. However, it is important to begin designs in black and white with considerations of color. With the ever-changing technology there are still printers that print black and white and organizations that make use of fax machines. Ensure your logo works on all applications. Why give a chance to a misrepresentation of your brand?

7. Timeliness

Logos used to last 15-20 years. Today they last 5 years as they are often designed with trends over brand strategy. Ensure your mark conveys your strategic position in the market. It is not just about having the best look; it is about having a look through concept.

8. Modularity

How will the logo work with other design applications, images, and typography treatments? If you plan on having other marketing material, your logo should have a sense of ease when integrated into your supporting material.

9. Descriptiveness

Will your logo be easy to read and interpret? Will it conceptualize your business? What will your target market say about your company when they view your logo? Your mark should positively describe your business.

10. Equity

How strongly will the mark be recognized by a group of audience? Will they be able to recall your logo ten to fifteen days later?

Designing a logo is a crucial part of a business. An Indicia creates an everlasting impression on an organization and what it reflects. Follow these ten criteria points to help guide your strategic design process. 

Recommended Readings

Designing Brand Identity: An Essential Guide for the Whole Branding Team
Amazon Price: $45.00 $25.41 Buy Now
(price as of Nov 30, 2013)