Logos are used to quickly identify a company, so they should be simple, unique and memorable.
Most clients are shocked at the cost of a logo design – how can something so small and simple take so long to design? Most clients are only shown the final, perfect result of a designer’s efforts (and not the dozens of rejected designs). Simplicity makes a logo design easily recognizable, versatile and memorable.
Good logos feature something unexpected or unique, without being “overdrawn” or clichéd.
When selecting your logo, imagine it 2 metres tall on a delivery van, or 1 inch wide in the corner of an Excel spreadsheet. It needs to work equally well on a business card, a cardboard box, a brochure or a web page. A good logo is legible on a billboard at 120km per hour, and on packaging on the crowded shelves of a store. It should also have a black and white version for faxing and invoicing, as well as a version for dark backgrounds.
The font of your logo should be appropriate to your type of business – and make sure that it is legible!
Complex logos with gradient tones and 3D effects are attractive, but not practical. A logo must be visible and distinctive across a range of sizes, and detailed logos don’t scale down well.
The cost of advertising or printing a full color or metallic logo will be much more expensive. A smart gold logo appears mustard, silver turns to grey.
Popular Logo Trends
- Lowercase Lettering
- Simple geometric Shapes and Lines
- Flat design – no shadows or 3D effects
- One colour logos
- Rounded edges – to balance the flat design
- Bold outlines – to accentuate the simple shapes
- Vintage looks