The effectiveness of a logo depends on its ability to express the entire soul and essence of the company.
A true, iconic logo must be simple, appropriate, distinctive, durable, adaptable and with the right colors. It has to communicate something.
So, are you ready to build the perfect logo for your business?
Make sure you read the following essential rules for creating a great logo!
1. It has to be simple
By focusing on simplicity you can get something that is easily recognizable and identifiable.
In a logo, each element must have a meaning and a precise role. No unnecessary decorations should be placed. Things like scribbles, arrows, circles or lines, if they are not correct, do not play a role in the design.
In my opinion, one of the simplest and at the same time most effective and brilliant logos of all time is that of FedEx, designed by Lindon Leader in 1994.
This logo, actually a rebranding of the previous “Federal Express”, aims for the most extreme simplicity. The same name has been abbreviated for simplicity.
But have you noticed what’s brilliant about this logo?
Inside it contains the whole meaning of a company engaged in transportation and distribution. Yes, an arrow is clearly needed:
A simple, concise arrow pointing to the right conveys dynamism and speed. Speed, how fast are FedEx deliveries? Fantastic.
One of the most beautiful and intelligent logos ever.
2. It must be appropriate
An effective logo must of course be adapted to the audience with which the company will have to communicate. Not only that, the logo should also be consistent with what the company wants to convey and what it offers and sells.
Are you designing a logo for a lawyer? Then a “funny” logo is probably not enough.
Logo for a vegan restaurant? Perhaps it is better to avoid drawings with chicken legs and steaks.
The bright colors and the most childish details will be good for a company engaged in the production of toys for children or for a store that sells these types of products, but they risk being absolutely out of place in any other context .
The logo chosen should be consistent with what it represents, but without necessarily reflecting the main activity of the company. For example, the Apple logo does not represent a computer, as does Audi and other car manufacturers: they do not represent a car.
3. It must communicate something
A good logo should not only be beautiful, but should also be able to tell a story.
For example, in its simplicity, the Amazon logo tells a story: the logo arrow goes from a Unpleasant z. That is to say: on Amazon you can find everything from a Unpleasant z.
Simple, effective and with a history behind the company.
4. It must be versatile
A logo should be versatile and adaptable to any shape or surface (or at least most). It must be able to be printed on a business card or on a 30 meter high trampoline without losing consistency and value.
What does this mean in practice?
It means that when designing a logo you must take into account all possible applications. How will it be used? What surfaces is it printed on? Is it only used online or on screens?
Based on this, the design should proceed accordingly.
For example, creating a logo that uses only color shades may work great on screen, but the results are completely ineffective once printed. It cannot be printed, engraved, sewn, embossed, etc. in black and white.
A great example comes from the designers who worked on the Instagram logo:
5. The correct colors must be used
What is the meaning behind the logo colors?
Logo colors have meaning; when we see the blue color, we directly associate it with wisdom, loyalty, mystery and respect; red is instead connected to energy, romance, love and comfort; green for peace, health and nature. Using these colors in the right context can create an impressive logo!
A suitable color combination will also be a further step forward. For example, if we are creating a logo for a children’s room, it is not advisable to use only black!
It is also important that the font matches the message you want to convey. A combination of light colors (for example white, which is associated with hygiene, youth and innocence) will convey a feeling of purity and is certainly suitable to reflect the identity of a children’s room.
The shape of the logo is another important element. A complicated shape will put people in a difficult position and it will also make it difficult to see the design and message behind the logo.
6. It must be sustainable
When you are asked to choose your brand’s logo, there is no trend.
We should not get carried away by the trend of the moment, but strive for something that can maintain its uniqueness and originality even twenty years after its creation.
In fact, a logo design provided by a professional in the field does not fear the passage of time in any way. An example?
The Coca-Cola logo is still more relevant today than ever, but was created way back in 1887.
7. It should be easy to remember
You need to design a logo. In this regard, it can be useful to use decorative elements related to your business. Ideally or culturally connected to the company they are part of. Does the brand have a very simple name to remember? It can be chosen as logo.
This is the case with multinationals such as Apple and Google. Once you have chosen the symbol, it is appropriate to devote yourself to the design which should be original, provocative (the latter is a great way to remain impressed on the consumer’s memory) and be able to have an emotional impact .
Again, simplicity is the key to logo design. When creating a logo, we must consider the memory value of human beings, which will make it memorable and clearly stand out from the others.
Last words
We focused on the essential aspects, but the list of rules for creating a good logo could go on forever.
Never copy from others and don’t expect perfection. These are two other great suggestions and in the meantime we look forward to hearing your thoughts too!
Please share them in the comments below, thanks!