Paul Rand, logo designer extraordinaire, said this about logos:
When it comes to your logo, nobody knows best what you want than you. To leave it to the designer can lead to untold frustrations, on both sides!
As with creative design, logo design is a collaborative endeavour between the designer and the client. Perhaps, when it comes to logos, you could let the values you stand for to be evident in the design.
Your logo has a massive responsibility on its shoulders. Whilst your brand is so much more than just your logo, your logo has a huge part to play in future creative imagery. Think again here on the values that you stand for.
Creating a logo is more than creating a visual brand identification of a company.
And me, like most other designers (I really am small fry against them), approach logo design with a mixed bag of feelings.
Mine is mostly OH CRAP!
And then dread finds a place to play and then there’s the thrill of actually doing something that will continue long after we part ways.
Then there’s the fear of screwing it up.
Followed closely by anxiety at presentation stage and then a sigh of relief and pride when you accept what you’re presented with.
There are some principles to follow when designing a logo. I’ll explain a couple that I try to stick to:
Stick to Simple
Because logos are used on multiple platforms and in varying ways, simplicity should be the first (my opinion) consideration.
A simple logo doesn’t need to be minimalist to the extreme.
Simple logos tend to be more impactful than complex ones because of the ability to convey a clear message. For this reason, typographic logos are about as simple as they can get.
My logo is typographic. See the image below.
Line drawings are another example of simple logo design.
Lines are the basis of typography, drawing and illustration.
Illustrative logos take line drawing further. This incorporates fills and colours.
Just because there’s colour and rounded lines, does not make this a complicated design.
Simple geometric designs take into consideration typography, line drawing and illustration in any number of combinations.
Geometric shapes tend to be clear, minimalist curves and almost mathematical.
Sometimes, all you need for a really effective logo is to focus on a simple concept.
Who has the time to try and decipher a complicated logo with a lot of information in and on it?
Because your logo is generally the first thing people notice about your company, it needs to be memorable. It’s the introduction to your brand.
What makes a logo memorable? It’s true that the logos of Nike & Apple and other global major brands are unforgettable. Studies have found that the most memorable logos are a simple design.
The simplicity of the design was, in fact, the number one factor behind the logos in the surveys and studies.
The best way to be memorable is to be unique. It must be special in its own way. Forcing something to look memorable may make it look amateurish.
If you want a logo that is memorable it should be different from everything else out there in world.
Memorable logos tell viewers something about the brand and the business. And, if you’re looking for some inspiration, turn to the web. There is a sea of information online for you if you need inspiration or assistance when designing your logo.
Don’t be tempted to copy elements from famous logos into your own. Just DON’T!
It looks copied, because it is, and it looks cheap. In many cases, imitation is the best form of flattery, but not so with logo design.
What you want to show is authenticity.
After all, didn’t Doctor Seuss say:
It’s highly unlikely that what you want to create have not been considered before, but the goal is always to be unique & clever with the design.
Creating a unique design is not only about avoiding imitation but also being out of the box with your thinking. Think creatively!
Bright and bold colours grab attention, but it could also seem brash. I suppose my logo is brash then – by some people’s standards at least. Especially with my bright red-pink that makes up the majority of the logo.
I previously wrote about Colours and their Meanings in Business Branding specifically referring to the psychology of colour. So, if you’ve yet to start the logo design, you may want to take into consideration that certain colours may or may not work for your brand.
Once again, what are your values and how do you translate that with your colours into your brand & logo design?
Here for All Time
Will your logo still be around 10 years from now?
Design trends and fads are just that – here today, gone tomorrow.
Not something you want for the face of your brand! Your logo carries a lot of responsibility on your behalf, and should therefore be created with the future in mind.
Even when your company grow and change so your logo should be able to remain the same.
However, having said that, small changes along the way of growth of your brand should be easily incorporated into your logo.
Just as beauty is in the eye of the beholder, so is logo design as well. For the person designing the logo, the logo design is not bad, only for the audience viewing the logo.
But what makes a bad logo?
- Over-complication.Trying to fit ideas together that don’t fit.
- Overly bright elements that are squished tightly together.
- Everything screams for attention and nothing get the attention it deserves.
Types of Logos
Did you know there are 7 different types of logos?
I’m a baby in the logo design space still and have much to learn. In fact, when there’s something to be learned when it comes to design, I will read and take notes and read again.
I sure as heck did not know that there are THAT many different types of logos.
When I created my logo, I wanted something simple and easy to read and understand who it represents. I love images. I didn’t create my business around image creation for no reason! But to find something that I’ll stick with for all time was just not what I wanted.
Hence my company name as my business logo. A simple typography design.
Without having to reinvent the wheel, I would suggest you (right click & open in new tab) read this article about the different types of logos and how they best represent what they stand for.
If your logo doesn’t feel “right” or you feel there’s something “missing”, why not reach out to your ideal target customer and ask their input?
For your logo to help your brand to stand out remember that this logo represents everything your company offers. It represents who you are.
It is the face of your company.
Thank you for taking the time reading my thoughts on logo design. As always, I have taken inspiration from a number of logo design blogs and articulating my thoughts in a logical manner (to me).
Perhaps you’re ready to start your own journey in design and would like to know where I started. I started using Canva. If you’ve never used Canva before, you can use this link here to sign up and get yourself on the road to design.
If you’re looking for assistance rather than doing this yourself, send me an email here and I’ll be happy to help you.
And before I sign off – if you’ve enjoyed this blog and would like to refer to it at another stage down the line, share it to your Pinterest account.