1. Simplicity
Logos that convey a clear and concise sense of who you are to the viewer are the best. They should be clean and uncluttered. Simpler is better. This is how it looks:
Logos can be used in many ways on different platforms, in different formats, and at different sizes. Fine details may get lost. A strong logo will contain few elements that can be easily identified and are integral to the message you want to convey. Don’t add any elements to your logo that aren’t necessary.
2. Memorability
After a quick glance, a logo should be easy to remember. Your logo should be easily recalled by most people with a glance.
It should represent a single thing, just like any symbol. A person should be able to recall its elements if he or she looks at it. It will be difficult for viewers to understand a logo that is too complicated, fussy, complex, has many parts or is stylized in too many ways.
3. Originality
Do not settle for a generic logo. Look for patterns in the logos of your industry. Telecomm logos are filled with globes, technology, and electronics logos. There are also logos for dentistry that include smiles or teeth logos (or both!)
4. Modern Yet Timeless
Modern is not “today”, but it’s not “today” so that your logo won’t look ridiculous in five years.
Modern is not the same as trendy. Trends are “hot today” but will eventually die down, sometimes thankfully. Modern, however, is more minimalistic and restrained. It captures the pertinent characteristics of the times without becoming too detailed.
Modern logos should feel fresh and current. However, they shouldn’t be so cluttered with trendy components that you end up with something outdated. Your prospects will feel outdated if your company is like that.
Modernity is key to your overall approach. This includes specific elements, colors, and typefaces.
Some logos have not changed much over the years, but they were only updated to be more current while keeping important elements like UPS, Starbucks, and Burger King.
5. Balance
Logos that are well-designed follow principles of proportionality and symmetry. Both the Apple logo as well as the Twitter logo use circles of proportionate values and symmetry to create a balanced aesthetic quality.
6. Complementary
Your typeface and the logo’s graphic device work together in what is commonly called a lockup. They complement each other and can enhance each other. They should. You don’t want to choose a font that is complex and playful if your graphic device’s layout is simple and linear. These two elements can be combined at times, but they cannot be used in isolation. They must complement each other.
7. Versatility
Your logo can be used in many ways and in many contexts. These are just a few examples:
- T-shirts, baseball caps, and, alas!, fanny bags.
- Water bottles, keychains, pens
- Banners that are very vertical and horizontal
- Both black and white backgrounds are acceptable. If necessary, your designer should create your logo in both black or white.
- Both very large and very small
- Other company logos are also available, such as those for specific products or services.
No matter the purpose, your logo must be consistent and faithful to its original intent. The best designer will be able to understand this and design a logo that is adaptable to all circumstances. Designers will also consider other elements of branding, such as textures and patterns, when creating a logo.
