If your company needs a logo it is a sure bet that you want it to be unique, distinct, easily recognisable, practical, appropriate – and to have that wow factor that is difficult to explain, but you know when you see it. This is not so easy to do as it may sound, even for a logo designer with a great deal of experience. It takes discussion with the client and research of the company and of the general history of the business it represents, not to mention finding out what ideas, if any, have already been thought of.
However, there are certain basic principles of logo design that must not be forgotten in the general scramble to offer something that is different, but effective.
- Simplicity – logo design that is overdrawn will not translate well to all media and when it must be really small will become blurry and indistinct. Look at some of the most well-known logo designs and you will see that the shapes and colours are really simple – think Nike and Apple for example.
- Memorable – following closely behind simplicity, the design must be memorable. In fact a simple design is usually a memorable one because a single shape is easier to remember than something more complicated that has several elements. Being appropriate is part of it memorability.