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Logo Design and You

February 9, 2011 Leave a comment

Logo design is vital to company’s image.  Just think of major corporations like Coca-Cola and Nike whose logos have left indelible marks in our pop culture.  These companies make logo design look easy, but believe me, it’s not.  What is their secret?  What are the things that make a logo stand out?  Let’s take a look.

 

First and foremost is simplicity.  Remember the K.I.S.S. principle: Keep it simple, stupid.  Logos are easier to remember the simpler they are, and memorability is exactly what you are aiming for when designing a logo.  The classic Nike “swoosh” logo is a perfect example of this minimalist approach.  It’s just a basic swooshing curved design, but that simple design exemplifies motion, activity, and energy, all perfect for a brand of sportswear.

 

Nike Logo

The Nike logo is the height of memorable simplicity

 

Speaking of matching your brand, also remember that your logo must be designed to communicate effectively toward your target audience.  The Coca-Cola logo is typeface logo that uses an elaborate hand-written font to convey elegance and high quality.  Toy store Toys ‘R’ Us also uses a typeface logo, but theirs uses a more playful font, a colorful design, and stars and other whimsical decorations.  As a toy store chain, they would not use the same design as Coke.  Instead, they created a colorful, childish logo to appeal to their younger audience.

 

Toys R Us logo

Certainly not a logo for adults, nor was it meant to be

 

Lastly, versatility is very important.  This is closely tied to the idea of simplicity.  Your logo must be shrinkable and expandable; after all, it’s not going to be displayed at the same size at all times.  Will it look good shrunken down to 2″ by 2″ in a magazine?  What about when it’s blown up on a billboard?  If it includes type, can that type be rearranged to fit different situations without compromising the logo as a whole?  All of these things should be considered.  Color is another thing that won’t always be consistent, so while color may be important to your logo’s design, it will work better in a wider variety of situations if you design it to function in black-and-white.

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Categories: Graphic Design Tags: ,