Typography, a Pillar Element in Logo Design

A good article about Principles of Logo Design is reminding us how and why Visual Communications rely so much on a clear logo in order to transmit a message to the general public. “A memorable logo design is essential for running a successful business these days. Such a logo becomes an effective tool in the hands of marketers to build a trustworthy brand identity of the business. But there are some basic principles for creating a unique logo. Only a well-thought-out logo can contribute purposefully to the growth of your business.” Let’s talk about your Logo Design.

Some would consider seven principles of Logo Design in order for a logo to be great. It’s crucial to know your goal when designing a logo, and why are we ending up with a concept or another as the final version.  The following elements and principles are to be taken into account before starting the design process: Simplicity/Minimalism, memorability, originality, contemporary-long lasting time, balance, complementary, versatility.

Simplicity/Minimalism

The best logos – the ones that give the viewer an immediate and clear sense of “you” – are clean and uncluttered. In general, less is more and simplicity is more impactful.

Memorability

A logo should be easily recalled after just a glance. Like any symbol, it should stand for something singular, and it should be easily recalled if, after a person looks at it, he or she can immediately describe its basic elements (“It’s three interlocking circles” or “It’s a dog with a bone”). A logo that’s complex, fussy, has multiple parts and pieces, or is overly stylized will be difficult for the viewer to “get” and, as a consequence, easily dismissed.

Originality

Don’t settle for a me-too logo. Do a quick search of logos in your industry and look for patterns and avoid mimicking them. Telecomm is filled with logos featuring globes, technology, and electronics with logos that involve swooshes, and dentistry with logos of teeth or smiles (or both – see below).

These all make sense and communicate what the companies want them to, but if you do the same you lose all hope of getting noticed.

Contemporary and long-lasting at the same time

“Modern” is “today,” but not so “today” that in five years your logo will look silly.

And, modern is different than trendy. A trend is “hot today” and will naturally (sometimes thankfully) run out of steam – probably sooner than later. Modern, on the other hand, is less stylized and more restrained; it captures the relevant characteristics of the times without losing itself in detail.

A logo should be modern in that it should be contemporary, yet not so nuanced with “hot” components that when that trend has run its course you’ll be left with something that feels outdated. Because then your company feels outdated to your prospects.

Your overall approach should be modern as should specific elements, colors, and typefaces.

Some logos have changed little over time, only tweaked to make them more modern but keeping essential elements intact, like UPS, Starbucks, and Burger King.

Balance

The best logos are designed using principles of proportion and symmetry. Illustrated below, you can see how both the Apple logo and the Twitter logo utilize circles of proportionate values as well as symmetry to create a pleasing, balanced aesthetic quality.

Complementary

Your logo’s graphic device and your typeface work together (in what’s typically called a lockup) and enhance one another. Or they should. If your graphic device is clean and linear, don’t select a typeface that’s complex and playful (Fajita comes to mind). The two elements are really one, even if you determine times they can be used separately, and they must be complementary.

Versatility – Functionality

Your logo will be used in a number of ways and in multiple contexts. Here are just a few: On t-shirts, baseball caps, and, alas, fanny packs. On pens, keychains, and water bottles. On very horizontal and extremely vertical banners. On both black and white backgrounds (make sure your designer creates your logo in black and in white to satisfy these needs if necessary). Very large and very, very small. Alongside other company logos, like those for specific products and services