A logo is an intrinsic part of any business and the most prominent brand identifier. A storefront logo should embody your company, tell a story about the nature of business and become instantly recognisable to anyone who walks past. A bad storefront logo, on the other hand, can destroy all credibility, even if your product or service is the best of the best.
If your design doesn't have all of these 4 basic qualities, you're cutting your business short.
Highly Functional
The perfect logo should be highly functional and a design that can be used across a broad selection platforms: dark or light backgrounds, varying colour schemes, different materials. If it's too detailed and contains fancy design elements such as shadows and glares, it might not be functional, even if it looks good on your storefront.
Simplistic Design
Art is subjective. While it's impossible to create a design that will appeal to everybody, you must strive for something that will appeal to the masses. Simplicity is key. If somebody can draw your logo from memory, and have others recognise it, you're on the right track.
Reflective of Brand
Your logo must be clearly identified with your industry, product or service. For example, if you're selling auto parts, a calligraphy font wouldn't reflect the company, but if you're selling stationary, it would. Use colours, shapes and fonts that are typically associated with your brand. A stranger should be able to walk past your store and know exactly what type of shop you're running without even reading the name or looking inside.
Long Lasting
A good logo should be timeless, otherwise you'll have to update your storefront sign every couple of years just to remain relevant. Besides, when you've established a reputation for yourself, changing your storefront may not be such a good idea, especially if you've branded other products as well.
Before you get started, do a little background research. Take a look around your local area and see what other shops are doing wrong, and research related companies online to find out what the big players have done right. Tell the logo designer exactly what you're looking for and get advice from a digital printing company if you're planning on using the logo on a variety of different products. Most will be able to give you valuable advice about whether your chosen design will look good on a storefront, as well as on smaller, less pronounced goods.
