The Nike “swoosh,” the “golden arches” of McDonald’s,” Apple’s, well, apple are all examples of brands with strong, instantly recognizable logos.
Good logo design, in all but a few cases, is not accidental. It is the result much thought, some consternation, numerous creative ideas rendered to paper and, whenever possible, testing among focus groups.
An effective logo should exhibit five basic principles. They are as follows:
Keeping a logo design simple does not mean boring. Quite the contrary, a simple design, when executed properly, is elegant and provocative.
An effective logo design should be memorable to the point in which the viewer is able to remember it even after a single glimpse. It should also graphically represent the brand, entirely and succinctly.
The logo design should withstand the test of time. It should not be based on fleeting trends. A good rule of thumb for the design of a logo is that it should adequately represent the brand for a minimum of ten years without requiring updating or alteration.
Keep in mind that the logo will be used in many different media and at varied sizes, from billboards to business cards. Keeping the logo simple accommodates its multiple usages is imperative. Additionally, the logo should be produced in vector format so as not to lose its visual integrity when resized.
An effective logo design should be appropriate to the message the brand wishes to convey to its audience. For example, while the scratchy “M” and gothic style type usage is ideal for the Monster Energy Drink brand, such would definitely not be appropriate for a luxury automobile brand like Mercedes.
Written by: Dave Dubreuil