Logo Design

• A logo must be simple. A simple logo design allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn. Although there are certain applications where a complicated logo is warranted – many microbrewery logos are very complex. Microbreweries probably choose to go with more hand drawn logo design because they hand craft their beers. Unlike some on the beer giants they take an artisanal approach to their brewing process. So, it makes sense for them to brand themselves with a hand done logo to reflect this. There are also other instances that may warrant a more complicated hand drawn logo with many colors – that is for you as a designer to decide. It is important to at least know the rules before you break them. But don’t be afraid to break the rules when you believe it is warranted.
• A logo must be memorable. Following closely behind the principle of simplicity is that of memorability. An effective logo design should be memorable and this is achieved by having a simple yet appropriate logo.
• A logo must be enduring. An effective logo should endure the test of time. The logo should be ‘future proof’, meaning that it should still be effective in 10, 20, 50+ years time.
• A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications. And at large and small sizes. Avoid making text too small in relation to the overall logo size. If you do this – when the logo is shrunk down, the text will become so small, it won’t be legible. A good rule of thumb to follow is to make sure that the logo text is still legible when the logo is .5″ wide or tall. So, text should be legible even when the logo is sized down to half an inch.
• A logo must be appropriate. The logo should be appropriate for its intended purpose.

Learn From Others!

By knowing what other brands have succeeded in and why they have succeeded gives you great insight and you can apply that attained knowledge to your own work.

For example, let’s look at the classic Nike Swoosh (above). This logo was created by Caroline Davidson in 1971 and it’s a great example of a strong, memorable logo, being effective without color and easily scalable.

Not only is it simple, fluid and fast but it also has related symbolism; it represents the wing in the famous statue of the Greek Goddess of Victory, Nike, which is a perfect figure for a sporting apparel business. Nike is just one of many great logos, but think about other famous brands that you know and check out their logos – what makes them successful?

Choose the Right Font

When it comes to logos, choosing the right font can make or break the design. Font choice can often take as long as the creation of the logo mark itself, and both the font and mark should work towards the same goal(s).

Spend time researching all the various fonts that could be used for the project, narrow them down further, and then see how each gels with the logo mark, keeping in mind how the logo will used across the rest of the brand identity, in combination with other fonts and imagery.

Don’t be afraid to purchase a font, modify one, or create your own. Also stay aware of font licensing issues, especially in free fonts, as they often cannot be used commercially.

Avoid the clichés

Light bulbs for ‘ideas’, speech bubbles for ‘discussion’, globes for ‘international’, etc. These ideas are often the first things to pop into one’s head when brainstorming, and for the same reason should be the first ideas discarded. How is your design going to be unique when so many other logos feature the same idea? Stay clear of these visual clichés and come up with an original idea and design.

With this said, please do not steal, copy or ‘borrow’ other designs. Although, this shouldn’t have to be said, it happens too often. A designer sees an idea that he likes, does a quick mirror, colour swap or word change, and then calls the idea his own. Not only is this unethical, illegal and downright stupid but you’re also going to get caught sooner or later. Do not use stock or clip art either — the point of a logo is to be unique and original.

Look for A Connection

Ask yourself this question: What does my brand represent? Whether you answer this in a single word or a sentence or a paragraph, what really matters is for your logo to get your message out to your target audience effectively.

Look for a link that connects your business to the logo you’re considering. Your customers need to understand this well, and be able to associate your logo and brand effortlessly.

Make Sure It Fits

Your logo has to be appropriate for your business and industry type. A cafe can do with a relaxed and lighthearted logo with some fun elements, and a gym would do better with elements conveying strength.

Color It Right

Colors represent feelings and each color leaves different impressions on the viewer’s mind. Needless to say, the colors you use in your logo can greatly impact the way users perceive your logo and brand. Be sure to understand that your logo should look good in both color and grayscale. Because printing in color costs more it is important that your logo looks good in grayscale as well. Also, try to limit the amount of colors you put in your logo. If you end up putting a lot of colors (more than 3 or 4) in your logo it can cause complications for that logo in the long run. An example would be if you wanted to screen print a shirt with the full color version of your logo. If you had 5 or 6 different colors in your logo, your shirt would get pretty expensive because a different screen would need to be made for each color found in your logo. Making the printing of your logo in that particular instance very time consuming and expensive. Plus, ink for that particular instance can be pricey as well.

Logos Must Be Vector!