Logos are the most important part of the visual identity of a brand. Logos set the aesthetic, tone, and value of the entire product. However, questions on how and where to start on logo design since it includes so many elements and aspects can be quite overwhelming.
Following these tried and tested guidelines for logo design can add much-needed direction to your logo design.
Simplicity is the key. Less is more is always better when it comes to logo design. It helps to leave a lasting impression on the minds of the consumer. Most globally recognized brand logos are simple. The benefit of a simple logo stands the test of time and is clear on its intent.
Take the example of the notable sports gear brand Nike. The Nike logo is iconic and has carved its legendary status. The simple swoosh symbol is inspired by the wing of the Greek goddess of victory, Nike which symbolizes the sound of speed, movement, power, and motivation. The symbol and its meaning sit very well with the identity of the brand.
Colours have a direct physiological impact and can evoke feelings and emotions. The idea of the brand should match the colours chosen. If we want to use more than one colour then care should be taken that the colour is in the same range. The logo has to work equally well in grayscale, i.e. only in black, and white.
For instance, the logo for the fast-food chain McDonald’s has a simple M in yellow and red colour. The red colour is stimulating and is said to induce appetite. Yellow on the other hand is a happy colour and
is visible easily from a long distance. Thus, with the use of the appropriate colour in their logo the brand has been able to attract its customers from all over the world.
Choosing the right font size and type is an important decision. Using customized fonts creates a unique identity for the brand. Typography can be used cleverly to integrate symbols. However, care should be taken not to use a very common and generic font type.
Taking the case of the soft drink brand Coca-Cola. Much like its brand the logo of Coca-Cola is a trademark worldwide. It’s a classic example of a typographic logo.
Care should be taken to make the logo legible in all sizes. Care should be taken when the size is reduced or when scaled down to be used on a business card it should be visible. Much in the same way on a larger scale like a billboard, it’s not empowering.
Take the example of the American technology company that deals with internet-related services—Google. The logo for Google is a simple typographic logo. It is highly scalable be it for putting on a smaller area or webpage.
The logo must communicate what the brand stands for-its aim, purpose.
Take the instance of the logo of the e-commerce giant Amazon. The arrow of the logo points from “A ” to “Z” signifying that Amazon sells everything from A to Amazon logo also resembles a smiling face hence installing a friendly and trustworthy friend.
Logo design is a combination of design skills, creative storytelling, and understanding of the brand.
For example, the logo for Apple which is a bitten apple is synonymous with style, innovation, and reliability. The straight on the face use of an apple where the bitten part signifies byte is creative indeed.
Each design should yearn for timeless the same applies to logos. It should keep up with time and yet be timeless.
For instance, the logo for luxury car manufacturing car BMW has been around for quite some time. The BMW logo had been first introduced in 1917 and has been the same without much drastic change. The classic blue and white logo laid across the top of a circle has become a trademark on its own.
The logo must have a memorable quality. Something easily recognizable yet unique. The use of a hidden surprise that has a story of its own can add to the logo being memorable.
The shipping company FedEx’s logo is clever in its way. The negative space between E and X creates an arrow signifying precision, speed signifying the purpose of the company.
Decluttering is an important aspect. One shouldn’t try to say everything about their brand in the logo itself. The use of the right colour, font, and symbol can give a lot of insight into the brand.
The logo for Tesla is a cross-section of an electric motor. It is simple yet clear in its objective to show what it specializes in.
It is never wrong to take inspiration. One must not blindly copy another designer’s work but most definitely can learn from others’ work to see what they got right.
Following these simple guidelines, one must be able to create logos that stand the test of time.
Reference: “9 essential logo design rules: does your logo pass the test?” Accessed via brandsfortheheart.com