Original Author Unknown.
Developing a successful symbol requires meeting many different criteria. Listed below is a checklist that we've adopted when working with clients as must considerations for the creation of a great logo.
1. Visibility
Will it stand out in its surrounding to provide a quick and memorable identification. Will it stand out among the clutter of the downtown environment.
2. Application
How well can the symbol be used in a variety of applications. In Tribe’s case, business cards, signage, menu, advertisement, applique on chef’s clothing, bar napkins, matchbooks, etc.
3. Distinctiveness
Will the application distinguish itself from its competition? It is important to note that many legal decisions are made based on how similar a mark is to its competitor.
4. Simplicity/Universality
Is the symbol’s concept easy to identify? Are there elements that serve only as embellishments rather a function. One must also be sensitive to any culture or religious connotations the mark may convey.
5. Retention
Someone who will identify with a mark must play a small game of mental tennis with it. (i.e., The Bank of America’s symbol is a good example — once a person has read the shape of the letter forms as a eagle, they will never see it any other way — thus, retention.) If a symbol is too easy to read, the viewer will feel no sense of discover and therefore not personal equity with the mark.
6. Color
It is good practice to design everything in black and white first. A good logo must work in a number of technologies — such as fax or photocopiers — that are unable to display the subtle nuances of some color palettes and gradients.
7. Descriptiveness
Does the symbol reveal the nature of the company?
8. Timelessness
Stay away from trends.. they eventually fade. These days a solid identity program lasts about five years. (it used to be 15-20 years.)
9. Modularity
Will the mark be adaptable to numerous applications? How will it work if you added a tagline next to it. How will it work if you decide to expand your business to include fresh baked bread, or catering? Will your mark be able to work together with other elements to form a single voice?
10. Equity
The age, use and retention of a mark is also a primary consideration in its development. Knowing when and what to redesign are important considerations. For example, if one were to be approached to redesign the Coca-Cola script, it would be hard to replace the value the current mark retains.