You started your own company and that’s great. Now, you have to have a logo. In today’s world where everyone has access to graphic design tools, logo design has become underrated. People tend to take logo design for granted, and forget how logos are synonymous to your business as it communicates your brand’s core values and objectives.
What makes a good logo? An effective logo is: simple, memorable, timeless, appropriate and versatile. It should also be unique, visually-captivating, practical and conveys the brand’s message.
Let’s talk about the five principles of design that will ensure your logo is effective. Your logo should be:
Let’s start with one of the most popular principles in the world of design: KISS – or Keep It Simple, Stupid. This wise acronym was shared by Jeff Fisher who makes some interesting remarks on the simplicity of logo design.
While in college in the mid-70’s an instructor introduced me to the K.I.S.S. Principle of design; which translates to: Keep It Simple, Stupid. It does convey a very important design consideration. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client. A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing and promotion. Remember, the basis of the hugely effective international branding for the world’s largest shoe manufacturer is a very simple graphic swoosh.
– Jeff Fisher
For example, the Chanel logo:
Following the principle of simplicity, is memorability. An effective logo should be memorable by being simple and appropriate. For example: McDonald’s, Google and Apple. It’s impossible to read this words without thinking of their logos, isn’t it?
An effective logo should be able to endure generations of taste evolutions. It should be effective after 10, 20 even 50 years. The best example of this is probably the Coca Cola logo. It has barely changed since 1886. Thanks to Victor for the graphic.
This principle can be the most practical. Your logo should be functional, scalable and can work across all platforms (digital, print, horizontal, vertical formats, etc). Ask yourself if your logo is still effective when:
- It is as large as a billboard and printed as small as a postage stamp (scalable)
- Printed in one colour
- Printed on reverse
One of the tricks designers do is that they design a logo in black and white to focus on the shape of the logo rather than colour, which can be subjective in the later part of the design process.
Take a good look at this:
Will you mistake ToysRUs for an appliance shop? A law firm? No. It is because of the colours and font used. It’s appropriate because it uses “childish” colours and shapes. That logo is a good one. Does it show toys? No. Take a look at Apple or Harley Davidson. They don’t put their product on their logo but it conveys the quality and usefulness of their product just by symbols. Clever? I think so, too.
If you are looking for a new logo for your business, look no further. AA Marketing has an extensive experience in building business logos. Contact us for more information.