Over the years I have been asked how does one get a remarkable logo and what does one look like?  Honestly, sometimes I think it just may be “beginner’s luck” like what happened with the Nike logo or Eskimo Joes in Stillwater, Oklahoma.  Both of these logos were created cheaply but yet have generated millions of dollars in merchandise sales or brand recognition.   Another example; I created a cap design for Eskimo Joes back in 90′s with a postage stamp and zip code theme (before Ruben made the zip code theme popular) which I thought was just OK…well it ended up being the best seller for that year!  Sometimes you just don’t know.  There ARE some valuable bits of advice though that I recommend for achieving a remarkable logo.

1. It needs to work and look great in black and white, grayscale, and two color.  Many designers create a full-color masterpiece only to find it doesn’t print well in black and white!
2. It has to be recognizable at a postage stamp size as well as billboard size.  It may be stunning on a t-shirt but will it be a blob on a business card?
3. It must be simple.  Think of Nike, Apple, Starbucks, Addidas, Pepsi, Best Buy – all of these logos are simple and easy to recognize.  A simple logo will be able to be reproduced more easily as a screen-print, in embroidery, in print and the web.
4. It should communicate something.  Not necessarily in words but emotionally or visually.  Can you capture the heart and soul of your church or ministry with it?  Can you create a logo or identity that is meaningful?
5. It has to be marketed.  If you don’t slap it on everything that you can use to promote it, nobody will know it exists. You have to show and tell and tell it often!

Remember that it takes time to build and communicate an effective, memorable, and remarkable logo (unless as Seth Godin says…you have a Purple Cow) so plan for the long haul and use these tips of advice to your advantage.