Logo Design

The logo must be simple in order to communicate effectively, and communication is the main objective of a logo. Simplicity allows a logo to be flexible, focused, and memorable.

The best company logo designs simply and effectively convey an emotion or idea without trying to say too much at once.

This in no way means that a logo should not be well-thought or have depth. It means that the fewer elements you can use to communicate the idea, concept, or “feel” behind a brand, the more effective a logo is.

As a general rule, a logo must be able to withstand the passing of time.

A logo’s design and features must be able to remain relevant while maintaining a “timeless” quality. A memorable logo should be etched in the customers’ minds, ensuring they know it.

Simplicity and longevity go hand in hand. This is because the simpler a logo is, the better it can accommodate to the passing of time.

If your logo can project your organisational values, it will become a symbol of the brand identity, making it timeless.

A logo must be adaptable to its environment. Whether it is printed as large as a billboard or as small as embroidering on a shirt, the logo must be clear and legible. Will your logo still be clear and effective if it appears in a single colour or on a black background instead of white?

Does your logo communicate power, agility, connectivity or innovation?

Whatever the message, it should be relevant to your industry and audience.

This also means that your logo should be aligned to your business objectives, rather than your personal taste. Try to avoid unnecessary elements that may be visually pleasing but don’t support your message.