It’s hard to fathom how much conceptual and critical thinking goes into a logo's design, when most successful logos look so simple. But that’s what makes them so successful – their simplicity and the message and feeling they convey with in seconds of recognition. In this post we’ll talk about a logo’s simplicity; we’ll discuss how visual elements and color attract a viewer’s eye; and we’ll share how a logo should be designed for longevity.
How about a little KISS!?!
Not the band KISS! However, it should be noted their logo is pretty recognizable. It’s simple, and it conveys a message. I know a lot more went into their image, but you have to admit, the logo is unforgettable. Actually, what we’re talking about here is K.I.S.S. (Keep It Simple Steve). That’s right, clutter free and simple is one of your main objectives when creating a successful logo. A simple logo will make it easy to remember so the viewer can easily pick it out from a “constant lineup” of advertising bombardment viewers are subjected to on a daily bases.
Beyond Simplicity, color is probably the first thing that needs to be thought of when designing a logo. Most successful logos have but one color. Some have two, but you should always start with one and go from there. Colors will convey a feeling to the viewer, and it’s that first split second feeling that is generally long lasting.
Designed With Media in Mind
Clean lines are a best bet for designing a logo. Drop shadows and gradients just don’t transfer that well in some mediums. For example, when faxing a letterhead copy to a machine that only prints black and white, you’ll have a better print with a logo that has clean lines than you will with a logo that has gradients and drop shadows.
We’re spanning time here…
Longevity is the ultimate goal when designing a logo – “the great American time test”. Let’s take a look at Coca-Cola. This is probably the number one example of a branding campaign being able to withstanding the test of time. It’s recognized pretty much worldwide, it has one color, and it has clean lines that transfer easily across a multitude of mediums. Not too shabby for a logo that was created in 1885. A good rule of thumb here is when selecting a typeface for your logo; choose a typeface that isn’t too trendy – something that will age with dignity.
Hopefully this article has helped your understanding of what it takes to develop a logo. Just remember that simplicity, color and clean lines are your best options for designing a successful logo. Oh, and enjoy Coke… & KISS!