Principles of Logo Design: How to Choose a Logo for Your Business
Logos. Let's talk about them, shall we?
A logo is a necessity for your business and building your brand, but it's also a sticking point for many people.
What should your logo look like? Should it be just text or should it also have a graphic? How much is too much?
A logo is one of the most important branding tools a business can have. It is often the first thing people see when they encounter a company and can leave a lasting impression. That's why it's so important to choose a logo that accurately represents your business and its values.
In this blog post, I'll go through the basic principles of logo design (for those of you taking notes, these principles are simplicity, memorability, scalability and versatility). I'll also give you some logo design tips on how to choose the perfect design for your business.
What counts as a logo?
Before we dive deeper, let's establish the logo basics.
A logo design can be as complex as those used by many tattoo shops or breweries, or the design can be as simple as Google's all-text logo.
The level of detail depends on what your business stands for, what it offers and its target audience.
For example, a medical company would do well to stick to a clean and simple design (all text or a small graphic element) rather than using small, complex elements. This will help convey calmness, professionalism and cleanliness - all things a medical company would want associated with its brand.
On the other hand, a fashion designer or boutique could add these detailed elements to make its logo look luxurious and high-end.
In short, any design can be a logo design. No, seriously, anything. However, you usually want to include the written name of your business in your logo. Unless you're as famous as Apple or Nike, you want to make sure that people can see your company name with icons.
The Apple logo is considered one of the most iconic logos of all time and is an instantly recognizable brand mark.
The Nike swoosh is also immediately recognizable - "just do it" brings the brand slogan to mind.
These icon logos work well on their own with just a few elements, but that's only because we all know which companies they represent.
If you're not known worldwide, you should include your brand name in your logo.
Why is it important to have a good logo?
A logo is an important branding tool because it is often the first thing people see when they discover your business. It's your first impression with your customer, so value it! A good logo can help customers make an emotional connection with your brand, while a bad logo can make them run away screaming.
Since your logo is the face of your business, it should accurately reflect your company's values and brand personality. When choosing a logo, it's important to consider what you want it to communicate to your target audience. Whether you like it or not, your logo represents what your business is and who you serve.
For example, if you're targeting young adults, you might want to use a fun and trendy logo design. If you're targeting corporate clients, you might want a more professional and elegant design.
Your unique logo should also be consistent with your business's overall brand strategy. It should be memorable, easily recognizable and timeless. A well-designed logo is an investment that will pay off in the long run, helping to build customer loyalty and create a strong brand identity.
Logo design principles: Simplicity
The first principle of logo design is simplicity. A simple yet effective design helps your business communicate what it does in an easy-to-understand way, so you can quickly gain trust and confidence.
Many people think that simple is boring and more is better. I would argue that this is not the case.
Sometimes the most effective logo designs are the simplest ones. Don't get me wrong, there is a time and place for details, but not everywhere.
When considering logo design principles for your business, consider whether a simple or complex design is better suited to your brand.
When is a simple logo design better?
Simple design conveys professionalism, boldness, modernism and blends well with most age and gender audiences. One good thing about a simple design is that it pairs well with bold fonts and bright colors that help make your logo memorable.
Have you noticed that the variety of styles and uses for simple logos is uncanny?
That's because many businesses stick to a simpler logo because of their incredible versatility. What's more, you don't have to worry about downsizing too much and losing any details or design elements. You really can't go wrong with a simple logo.
The exception that proves the rule: When is a complex logo design better?
While the general logo design principle is to keep your logo simple, some business fields and models lend themselves to an elaborate logo.
Companies involved in sports, academia, the arts or high-end products and services can greatly benefit from complex designs for their marketing materials.
The great thing about elaborate logos is that they can easily range from bold, modern and masculine to soft, traditional and feminine.
I wouldn't recommend elaborate designs for more corporate businesses or those in the legal, financial or consulting fields. While striking and impressive, the complexity of these logos is better suited to businesses operating in a non-corporate space.
This is partly because when a logo design is scaled down to fit in the corner of a business card or other design, it can potentially lose detail.
If you're considering using a complex design like this one on business cards or letterhead, I recommend making the various graphic elements a main part of the overall design, not just a small complementary element.
What if my business works with more than one logo style?
If your company has both a simple and a complex logo, you might be wondering how to narrow down your design ideas. Now it comes down to elements like your target audience, your business model and that secret spice: personal preference.
For example, let's say you have a business that specializes in cosmetics or beauty products. Both logo design styles complement your services, so now you can ask yourself whether you want a more modern or more delicate design.
Before deciding where your logo falls on the spectrum from simple to complex, think about whether a complex logo design style would be a better fit for your brand, or whether too much detail would spoil the first impression you want to make.
Logo design principles: Memorability
A memorable logo is a key element of every successful brand. After all, if people can't remember who you are, they won't buy your product or use your service.
So how do you create a logo that people will remember? Here are some tips to make your logo design memorable.
Start with your target audience and work backwards.
Your logo needs to give an immediate and clear idea of what you offer, so it's helpful to imagine your target audience first.
For example, if you are a company that sells products for children, your logo should be fun and kid-friendly.
Alternatively, if you're a financial services company, your logo should convey trust and professionalism. Ultimately, an effective and easy-to-remember logo is one that accurately reflects your brand and resonates with your target audience.
Use strong, vibrant colors. Bright colors are more likely to stick in people's minds.
When it comes to a memorable logo design, using strong and vibrant colors is a great way to stand out from the competition and helps you showcase your brand personality.
Bright colors are more likely to stick in people's minds, so make sure to use bold hues if you want your logo to be remembered.
Create a unique and distinctive image or shape.
This can be done by using an unusual shape or incorporating an animal or other recognizable element into the graphic design. Never use stock images or images that are easily available on the internet. Not only will this make your logo look unoriginal, but it can also lead to legal issues.
Avoid using trendy elements that will quickly age the logo.
While it's important to be current, it's also important to avoid using trendy elements in your logo. These elements will quickly age the logo and make it look outdated. Instead, opt for a timeless design that will stand the test of time.
By following these tips, you can create a logo that will leave a lasting impression on everyone who sees it.
Logo design principles: Scalability
A scalable logo is important for any business because it will likely appear in many different formats. When your logo looks good no matter what size it is, it sends a message to customers that you are a professional organization that takes branding seriously.
Ask yourself: Does your logo look good when it's small? Does it look good when it's big, for example on a billboard? If the answer is yes, then you have a logo that passes the scalability test.
Logo design principles: Versatility
Simply put, a versatile logo is a design that works in more than one place. A versatile logo is important for any business because it's likely to appear everywhere you want your business to stand out. A static logo only works in certain situations.
Your logo should be able to work in a variety of contexts, including websites, social media profiles, printed materials and more. By having a versatile logo that looks great no matter where it's used, you can create a strong and consistent brand identity for your business.
When your logo looks good no matter where it's placed, customers will notice it and be more inclined to choose your business over an unprofessional one.
How to Design a Logo?
Ok, so now you know what kind of design style you want for your logo and the basic logo design principles that a successful logo should have.
Now the question is, how do you get your own logo? You actually have two options: do it yourself or hire a brand designer according to your preferences and budget.
Whether you're at a stage where you need to bootstrap your logo by creating it yourself or it's time to look for logo designers, here's how you can get the perfect logo.
Option A: Design your logo yourself
There are many ways to create your logo, from using Adobe's Creative Suite to online logo makers. Below are the various ways to create a logo, as well as the pros and cons.
Adobe Creative Cloud
Adobe Creative Cloud is the preferred method for many graphic designers, and it has a lot of software to help you create logos, especially Adobe Illustrator.
However, Adobe is notorious for having a steep learning curve, making it not a great option for people who just want to create a logo.
For those who have some experience with Adobe, it really doesn't compare. But I wouldn't recommend it to people with little or no experience in graphic design.
Pros:
- This design tool offers the highest level of customization
- Designer-quality software
- Provides a wide range of resolutions and file formats for your logo
Cons:
- Software has a very steep learning curve
- Expensive long-term investment
- Adobe Creative Cloud is not beginner-friendly
Option B Contact a brand designer to create a logo for you
Maybe you don't have the time or desire to make your own logo. Or maybe you realized that making your logo is more difficult than you thought. Don't worry, you can always hire a logo designer to make a logo for you.
Whether they're part of a design agency or a freelancer, there are countless ways to hire a graphic designer. You may have heard people talk about astronomical sums of money when talking about logos... but that's only for Fortune 500 Companies. When looking for designers, you will find that they are much more affordable than the rumors would have you believe.
If you choose to work with a graphic designer, I recommend that you review their portfolio or samples of their work.
Every designer should do this without question. This will help you avoid ending up on a list of questionable logo designs.
Next steps to help your brand stand out online
Hopefully with the help of this article you now have a strategy on how to conceptualize and create your business logo. Remember: It's not about following design trends; it's about creating a strong logo that accurately reflects your brand identity.
And if you still need help, you'll be happy to know that we offer a full suite of brand design services in addition to logo design. No matter what your industry is or what your specific branding needs are, we would love to help you strengthen your brand with a stunning logo design.
Need help with other areas of your business branding? Check out our other helpful branding guides. They can help you learn how to build your brand, find your audience and much more.
Frequently asked questions about logo design principles
What are the basic principles of logo design?
There are a few basic principles that all effective logo designs adhere to: simplicity, memorability, scalability and versatility.
Simplicity is key - the logo should be easy to understand and quickly communicate what your business is about.
Catchy logos stick in people's minds so they can remember who you are and what you do.
Scalability means your logo will look good at any size, from a small icon on a business card to a huge billboard.
And finally, versatility means that your logo will work in any context, whether it's on a website, printed materials, or even embroidered on a t-shirt.
Which design elements are used in a logo?
A logo can use many design elements, including typography, shapes, colors and images. If your brand is not very well known (such as the Coca-Cola logo, McDonald's Golden Arches or the Twitter logo), it is a good idea to include the name of your business in your logo. A good logo should be easy to understand and quickly communicate what your business is about.
How do you start designing a logo?
When designing a logo, you'll want to start by conceptualizing what the business is about and what you want the logo to represent. If you need inspiration, look at other company logos in similar industries.
After that, you can start sketching ideas and playing around with different design elements. Once you've finalized a design, it's important to test how well it will scale and whether it's versatile enough to be used in different contexts. If all goes well, it's time to use design software like Adobe Creative Cloud or hire a logo designer to get your logo professionally designed!
What are the key elements of a well-designed logo?
A logo should be easy to understand and quickly communicate what the business is about. It should also be memorable and look good in any size or context.
If you follow these logo design principles, you're well on your way to designing a logo that supports your brand strategy.
Nur Oğuz