For the second week of our series on creative design, we’ll discuss some basic standards that go into the making of a logo. Logos are an integral part of the brand experience. As such, it is crucial for logos to be memorable and enduring. We believe the four main principles for proper logo design that we’ve compiled below allow you to successfully create logos that are just that.
Keep it simple.
First and foremost, a logo needs to be easy to read and easy to remember. As we emphasized last week in our post regarding effective billboard design, employing a clear and simple visual layout is a huge step toward being readable and memorable. As stellar examples of this, consider the logos of Apple and Goodyear.
But not too simple.
As the art director here at Weise likes to say, if anyone can duplicate it by simply typing it out, it’s not a logo. To this end, a decent logo should have some kind of visual trick to it. The Spartan Golf Club logo exemplifies such a trick by integrating the image of a golfer in his follow-through, the golfer’s swing path and the profile of a helmet-clad Spartan warrior.
Avoid being too literal.
Your brand’s logo is not the place to display your product or service. The logos of McDonald’s and Nike are ideal sources to turn to on this point. Nowhere among the golden arches or swooshes of these iconic logos do you see burgers or running shoes. Your logo is a representation of your brand and serves as a symbol of that brand’s identity and is not a literal reminder of what it is you’re selling.
Being the visual representation of your brand, your logo needs to perform well while being deployed in various mediums. The design you decide on must effortlessly translate to the web, television and print. One simple way to accomplish this is to ensure that the logo works both as a black and reverse white as well as full color printing. Additionally, you might also consider creating vertical and horizontal versions so that your logo can more easily adapt to the space it is to occupy in any given ad.
When considering the above information, remember that a good logo should have an ageless quality that allows it to last 10-15 years or even longer without going out of style (the Nike swoosh has been in use since the early ‘70s, McDonald’s golden arches since the ‘60s and Goodyear has been known by its Wingfoot logo since 1900).
Does your logo need an update or are you interested in creating something brand new? Contact Weise and let’s get started!