There’s been a couple of really interesting pieces about logo design in the design press recently. In the latest edition of Creative Review they’ve chosen their Top 20 – not the best (how would you measure that?), just their favourites. It’s a great read. Number 1 was the Woolmark logo.

It got me thinking about logos (to be honest, I think about logos quite a lot). We spend a lot of time talking to clients about logos, and encouraging them to think not just about the logo, but about the other things they need to support it – to help it do its job. But the logo is the star of the show.

Your logo can be just a word… a picture… a word and a picture… a word in a picture… or a picture in a word – the options are many and varied. Nothing is right, nothing is wrong (although there is definitely ‘good’ and ‘bad’!). But whatever your logo looks like, you need to ask yourself: Does my logo work?

Like everything in your business your logo has a job to do. Actually it has two jobs. It needs to be distinctive and memorable.

Distinctive: It needs to look different from your competitors (and everyone else, ideally). You don’t want to blend in, you want to stand out.

Memorable: You want people to recognise it, so they remember it. Recognition is the first step on the ladder to building customer loyalty (the role of every brand – and every element within your brand).

So ask yourself, does your logo work? Is it distinctive? Is it memorable?

If you’re not sure we’d be happy to have a chat, just email jonathan@alderandalder.co.uk