Choosing your Design Concepts

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When you receive your concepts, its sometimes difficult to truly evaluate which idea is better suited to your business needs. Below are a list of criteria for building a good logo. Ask yourself whether you believe that the concepts provided to you actually follow these rules.

1. Are your concepts practical?

2. Will the design be multifunctional? As you may need to use this design across many areas.

3. If your design is a logo, can it be used in black and white as well as colour?

4. Could fine detail be lost in print or faxing?

5. Is the concept unique?
The design doesn't need to be unique to the world at large, or be a cutting edge trend-setter, but it does need to be distinctive enough so that it sets itself apart from your competitors and stands out to your target audience.

6. Did you have to explain the concepts to your colleagues or partners?
The choice of fonts, shape and colour should effectively communicate the essence of the company without the need for complicated explanations.

7. Is the design concept appropriate and relevant to your business?

8. Does the concept convey the essence of your business and core values?

9. Is it simple?
Simplicity of design makes a logo more memorable and easier to recognize.

10. Does it convey ONE message?
Great designs try to express no more than one attribute and convey a single aspect of individuality.

11. Is the logo concept too trendy?
A logo concept which is too modern or trendy is only likely to have a short life span. Good logos should last 15-20 years.

12. If the logo uses words or letters, are they readable?
Customers shouldn't have to think too hard to understand your logo, so make sure it's readable or at the very least, easily deciphered.

13. Does the concept arouse any unwanted associations?

14. Are the colors appropriate?
Different colours have different associations and can have specific effects on your audience. Have a look at our colours guide for further reference

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