What's in a logo?

Soccer club Fospro FC logo

When most clients meet with a graphic designer they often say things along the lines of "I want an amazing logo". It is an admirable quality that one wants the best for their organization. However, when you consider that there are others out there repeating that same exact line. It makes you wonder what amazing really is, since what is considered amazing tends to be subjective.
It is safe to say that if it is well done (craftsmanship), memorable (the emotions said art work inspires), and if it is relevant then it can begin to be described as amazing. When it comes to logo design there are a few criteria that an art work must meet in order to be successful. If it is successful from the designer's point of view it probably amazing. Well, it all goes back to that thing about beautiful art work being subjective. What makes a logo amazing (even if it's unsuccessful) is the quality it comes to represent. Normally that quality is built over time. So, this is why it is most important that the brand, service and products that a logo represent is outstanding. This is the part most clients should be concerned with.

So, what makes for an amazing logo from a practical design stand point? 
Simplicity: This word should not be confused for cheap. It merely means is it easy to understand and identify as quickly as possible? In this digital age so many things are fighting for our attention. So, it's very important to get the point passed across  fast.

Target audience: Specific target audience have specific expectations of certain things. When elements of the design meet these visual needs the thirst of this group of people is quenched and they are happy. Think corporate versus rock and roll.

Scale: When the art work is shrunk down to a button size or for an online display, is it still recognizable? Some, clients think that if a logo has lots of elements to it, that that makes it amazing. What they don't realize is that when such complex logos are viewed in certain contents then they end up looking tacky.

Psychology & Culture: Certain colors and shapes mean different things in different contexts. For example red is associated with danger. Hence the red stop sign. Red is also good for quick attention grabbing. Assuming a logo is being designed for a Japanese company elements of that what certain symbols means in that culture would have to be considered in other for the target audience to make sense of it.

Interest: Does the content (shape, colors, line thickness etc) and composition (how the contents are put together) of the logo capture the visual interest?

There's possibly more to the list above. When these checklist of things have been met in a logo design then it is safe to say that it is amazing. So, when a designer disagrees with certain suggestions a client might make it is not because of an ego investment but because they aren't meeting the goals of "amazing". What is a client paying for? The education of the designer, their creativity, research, revision and the time of all of these things combined. It is also the reason it's insulting to when clients expect everything to magically come together so fast and be amazing for dirt cheap. Now you know what's in a logo.
For all your logo and design needs be sure to contact www.uzodesign.com