logo rules

11/11/2014 Graphic Design Articles by UrbanPicture.net: 6 Rules To Reach Effective Logo Design

http://urbanpicturenet.blogspot.in/2013/04/perfect-best-effective-logo-design-rules-principles.html 1/23

M o n d a y , A p r i l 1 5 , 2 0 1 3

6 Rules To Reach Effective Logo Design

There are many great logos out there, some are even wonderful looking at the first glance, but onlyfew can proudly represent all of the main and important principles of great logo design. Whyonly few? It’s hard to tell, but the first answer that comes to my mind – lack of knowledge whendesigning a logo and it’s not just about the small or startup businesses, there are many bad or not sogood examples even with large and worldwide known companies too (but I’ll leave that for my nextpost).

Your logo is your company’s suit or outfit that you wear when first meeting your client. Let’s put itlike this what would be your client’s first impression if you came to meet him/her in a cheap looking tshirt with large, inappropriate picture on it, dirty shoes and old trousers? Maybe you’re genius in anyother way and you will not lose this client, but wouldn’t you earn a stronger trust + much faster if youcame to him/her in a good looking suite, clean, white shirt and elegant tie? I bet you would, becausethese are the first signs that you might be reliable, confident and with responsible attitude.

1.Simple

Linards Lacis ‐ UrbanPicture.net ‐Graphic Artist & Photographer

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The best logo will always be the simplest one! Without any unnecessary details or colors. That’sthe golden rule of a great logo design, because if it’s simple it also means it will be recognizable,memorable and most likely versatile. However, simple doesn’t mean basic or generic. Let’s takethe “amazon.com” logo for an instance – it’s simple and also carries the message (the logo has anarrow pointing from “a” to “z”. This signifies that they sell everything from “a” to “z”. Plus the arrow alsoforms a smile, meaning the shopping at amazon.com can be fun). No need to say anything more!Your logo is not a painting of a scene from a bible or a long essay where you can describe each ofyour thoughts and write down everything you love about your business. Simplicity is the purest formof genius, as Albert Einstein once remarked.

Bad example:

2.Memorable

An effective logo design must be memorable. You have maximum time of 2 seconds for yourpotential client that he/she will spare to look at your logo and those 2 seconds will be wasted ifthe logo is not simple enough to stay in mind. Imagine that you’re driving in a car or fastwalkingthrough the city (with no time to stop by) and you notice the exact product or service that you werelooking for years. Can you spot the logo and read the typography from a distance? And is it simpleenough so you won’t have a trouble remembering it once you’re trying to find it next time or whensearching on the Internet later back home? Memorable logo also means that your brand will take aplace in people’s memory much faster than the one that can be barely remembered.

The given example (“Chanel” – the two chained “C” letters from the initials of the famous fashiondesigner Coco Chanel) can be recognized by most people because it’s already worldwide known, but Iwould like to believe that no one would ever had a hard time to remember this logo just by looking at itfor a second.

Bad example:



3.Versatile

The logo must work in one color! Of course the one color version most probably will differ a bit fromthe one that’s meant for a web or print, but it still has to be as recognizable and effective with NOchanges of structure, lines, silhouette or composition, so that there’s just the color taken off andnothing else. Either way you’ll have not one, but tons of logo versions, each for the specific needs oryou’ll just have to get rid of your logo and use a simple text of your company’s name. So it’s smartand vital to have a one color working logo already at the startup of your business, even if it’s just asmall website at the beginning, so you won’t have any limitations on its usage and your planslater.

Few examples, where one color can be the only available option:

• embroidery on your company’s tshirts or any other clothing (few color version also works)• engraving on a metal plate at your office doors, promotional products, leather covers for notebooks,pens, document cases, etc. • fast print situations when emailing or faxing someone, your text or document most probably willbe printed just in black. Even if it's a quality b&w, your logo can become impossible to understand aftera few copies, so it's much better to use a one color logo version when faxing or mailing any regulardocuments.• environmental laws – there are so many places around the world (almost in every city) that doesnot allow you to use your logo in a color version. Imagine any historical street with old buildings andbeautiful architecture – how would it look like if there were no such rules? I guess something like thecenter of Hong Kong :) I have nothing against this city, but it’s not appropriate for all the cities andplaces, so you must be prepared for with it.• other situations I'm 100% sure there are lots of other examples, where the one color logo versioncan be the only one, but nothing so specific, worth to mention doesn't come to my mind at the moment,so feel free to add your examples in the comment section below!

If the logo has gradients, shadows or any other effects, it should also be able to work not just inone color but in few two, three, maybe four, it depends on the actual color tone count of it, but agood logo shouldn’t have more than 3 colors, with some exceptions (that it’s still simple andmemorable).

Also one more important thing – the logo must work in any size and place, so it can be readableand understandable both in large and small sizes, so older people wouldn’t need to look for theirglasses and the logo keeps its form and silhouette when resized. So this is the point where to say always choose function over innovation. Bad example:



4.Timeless

The most famous example of timeless logo (above). Did you know that the Coca Cola logo designfrom 1940 is no different from the one that we see today? While Pepsi has completely changed itsdesign for at least 10 times. Imagine the unnecessary money and energy spent on theseredesigns + all the time that was needed to get back the product in its previous position andrecognition. You can see the example below:

Who saved the money, time and energy that could have been used in any other way if the logo was



made timeless? By the way the newest Pepsi logo redesign costed $1 million.

5.Appropriate

The logo must represent your company’s purpose, values and products or services in someway, not even directly. With that said it doesn’t mean it must be a basketball ball for a sports companyor a roosted chicken for a fastfood restaurant. Let’s take the “Nike” logo for an example the logorepresents the wing of the Greek Winged Goddess of Victory called Nike. She is the goddess ofstrength, speed, and victory. The stylized wing represents all of these three values. Plus it’s also acheckmark the sign of a positive mark and good results.

Bad example:

6.Unique

This is not an obligation, but if we are talking about an EFFECTIVE logo, it also must be unique insome way. Of course there are many large and worldwide known companies, that can’t be proud ofsome originality in their logo, unique details, hidden messages, etc., but a large company doesn’talways mean it’s something worth to learn from. Unique means your logo will be original andpowerful enough to proudly rise amongst others and your competitors. Unique doesn't alwaysmean hidden messages, negative spaces, interesting details or secret anagrams (which is all greatand remarkable) your logo can become unique even if you just tilt it up by 45° degrees and leave it asyour standart horizontal logo version. If your logo carries something special, there’s more chance ofgetting noticed instead of getting mixed together in a large and similar mass of brands.

Bad example:



Posted by Linards Lacis

Labels: 6 rules, design, design rules, effective, effective logo, graphic design, Linards Lacis, logo, logo design, perfect,

principles, UrbanPicture.net

CONCLUSION: I always say – a good logo design most often is the one that can be repeated from amind with a pen on the corner of a notebook by anyone. Why? Because if someone can do that, itmeans this logo is SIMPLE, MEMORABLE and it works in ONE COLOR (that means this logo can beused with no limitations on a variety of media, embroideries, engravings etc.). Plus if someone everhad this idea to redraw a company’s logo on his own notebook, well… it’s probably an effective one :)But as mentioned above – it also must be TIMELESS, APPROPRIATE and very recommended –UNIQUE in some way. Thank you for reading and sorry for my English – hope you got the point! :)

Author: Linards Lacis, UrbanPicture.net – Logo designer, Web designer,Graphic artist

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