What makes a good logo?
A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys a desired message.
There are five principles you should follow to make sure it is so …
An effective logo is (in no particular order):
London Underground Logo
A simple logo design allows easy recognition and allows the logo to be versatile and memorable. Good logos have something unique without being overloaded.
In college in the mid 70’s, an instructor introduced me to K.I.S.S. Principle of design; Meaning: Keep It Simple, Stupid. This is an important design consideration. Simple logos are often easily recognized, incredibly memorable and effective to convey customer needs. A refined and distilled identity will also attract the attention of a viewer with closing signage 70 miles per hour, when packing on the shelves filled with people from a store or any other vehicle used for advertising, marketing and promotion. Remember, the very effective international brand base for the biggest footwear manufacturer in the world is a very simple swoosh graphic.
~ Jeff Fisher
McDonalds logo design
Follow closely the principle of simplicity, is that of memorization. An effective logo design should be memorable and this is achieved by having a simple but adequate logo.
You might be interested to see some bad logo examples.
To the surprise of many, the theme of a logo is relatively small, and even the relevance of content does not always play an important role.
This does not imply that relevance is undesirable. It simply indicates that the one-to-one relationship between a symbol and what it symbolizes is often impossible to achieve and, under certain conditions, reprehensible. Ultimately, the only mandate in designing logos, apparently, is that they are distinctive, memorable and clear.
~ Paul Rand
Coca Cola Logo
An effective logo should be timeless, that is, it will last for years. The logo that will be effective in the 10, 20 and 50?
It leaves trends in the fashion industry – trends come and go, and when you talk about changing your jeans, or buying a new dress, that’s fine, but as for your brand identity, longevity is the key. Do not follow the package. Finished.
~ David Airey
Probably the best example of a timeless logo is the Coca-Cola logo … if you compare it to the Pepsi logo then you can see how creating a timeless logo can be effective. Notice how the Coca Cola logo has barely changed since 1885? It is a timeless design.
Updated: 08/08/09 – The scarce design published an updated calendar of Pepsi vs Coca-Cola logo. Thanks for the tip Jon you.
Timeless Logo Design
An effective logo should be able to operate on various substrates and applications. The logo must be functional. For this reason, a logo should be designed in vector format, in order to fit any size. The logo must be able to operate in both horizontal and vertical formats.
Request; A logo is still effective if:
Printed in a color?
Printed on something the size of a postage stamp?
Printed on something as big as a billboard?
Printed in reverse (ie d. Light logo on a dark background)
One way to create a logo is versatile to start designing only in black and white. This will focus on concept and form, rather than the subjective nature of color. One must also remember the costs of printing – more colors used, the more expensive the company in the long run.
I like to work in black and white to ensure that the logo will be fine in its simplest form. Color is very subjective and emotional. This can distract from the overall design – say that if you saw your logo in red, the color is the first thing you will find and not the composition of the design elements. I do not even bring color suggestions to a customer for review until they have signed a final black and white logo.
~ Patrick Winfield
They should also be familiar with the commercial printing process so as not to get in trouble printing down the track. Know the difference between CMYK, Pantone and RGB color systems. In the design of logos, the Pantone color system is recommended.