What is a Logo?
A logo is either an image or a design that represents the brand and its purpose. A logo, if designed well, is a symbol of identification. It is a visual element that serves as a unique identifier and is often accompanied by the brand’s name or tagline. Logos are a critical aspect of branding and play a significant role in marketing and visual communication. Logos are important for brand recognition, first impressions, brand identity, marketing, etc. There are certain do’s and don’ts in Logo Design that can be followed in order to make it efficient.
Do’s in Logo Design
While designing the logo, brands are advised to follow some do’s that remain constant for all the brands. Certain characteristics like simplicity, colour grading, consistency, scalability, etc., are followed or at least try to be followed by the brands to make their brand logo catchy. Some of the main do’s during logo design is explained as follows:
1. Versatility: The logo should look good in various mediums and sizes. The logo should look appealing and legible across various sizes. It should maintain its integrity on everything from business cards to billboards. For example, McDonald’s Golden Arches logo is versatile and works on signs, packaging, and more.
2. Simplicity: Viewers only spend a second towards the brand’s logo. The brand should make its logo simple and easy to understand so that people can remember it easily. Simplicity is powerful. A logo is more versatile, memorable, and recognisable when it is simple. For example, Nike Swoosh is a classic example of a simple yet highly recognisable logo.
3. Uniqueness: A unique logo sets the brand apart from its competitors. A distinctive logo helps establish a strong brand identity. For example, The logo of Eats and Beats includes a plate cover and piano keys representing the combination of food and music.
4. Relevance: The brand’s logo should reflect the brand’s identity and purpose. The logo should align with the brand’s identity and purpose. It should communicate a message or feeling relevant to the products, services, and/or mission. For example, The FedEx logo incorporates an arrow, symbolising speed and direction in package delivery.
5. Memorability: A memorable logo can distinguish the brand in a crowded market. Memorable logos often have unique, distinctive elements that make their place in the minds of viewers. For example, The Apple logo, an apple with a bite taken out of it, is easily memorable.
6. Consistency: Maintaining consistency in the colour, texture, fonts, etc., of logos is very important to foster brand recognition and trust among customers. For example, Coca-Cola’s script font and red colour are consistent in their logo and packaging.
7. Scalability: Designing a logo that can be scaled up or down without losing its visual impact. It helps in ensuring that the logo remains clear and legible in various sizes. The logo should work well in various contexts. For example, the FedEx logo’s arrow remains clear whether it is small on a package or large on a truck.
8. Colour Selection: Choosing colours that align with the brand’s personality can be of great help. The logo, will thus look appealing and attractive and help in evoking the desired emotions. For example, Coca-Cola’s use of red creates a sense of excitement and warmth.
9. Timelessness: Brands usually try to aim for a design that won’t quickly become outdated. This practice ensures the long life of a brand. For example, the Mercedes-Benz logo has remained largely unchanged for decades, depicting timelessness.
10. Typography: Using legible fonts that complement the brand’s priority is a must-do thing while designing the brand’s logo. For example, Disney’s playful font depicts its family-friendly image.
11. Black and White Testing: It is also advised to ensure that the logo works effectively in black and white for versatile use. For example, Adidas’s simple and recognisable design is a perfect example of this characteristic.
Don’ts in Logo Design
While designing the logo, brands are advised not to follow some characteristics that remain constant for all the brands. Some of the main don’ts during logo design are explained as follows:
1. Complexity: Complex logos with too many details can be confusing and less memorable. They might not translate well across different mediums or sizes. For example, the London 2012 Olympics logo faced criticism for its complexity, which made it difficult to decipher.
2. Trendy Designs: Trends can quickly become outdated, so it’s best to avoid overly trendy elements. Logos that follow fleeting designs may need frequent updates, which can harm brand value. For example, The 3D beveling and shadows popular in the early 2000s are a good example of trends that faded over time.
3. Inconsistency: Changing the logo frequently can confuse customers and erode brand recognition. Consistency is crucial in building a strong brand identity. For example, Gap’s attempt to change its classic logo in 2010 faced a backlash and led to a quick reversal.
4. Overused Concepts/Cliches: The brand should avoid the usage of overused concepts in its logos. It hinders the brand’s ability to stand out in a crowded market. For example, Earth icons and globes have been overused in environmental logos, making it challenging for a brand to stand out.
5. Overly Literal Designs: While a logo should represent the brand, it does not need to be overly literal. An overly literal logo can lack creativity. Apple’s logo, for instance, is a simple apple shape with a bite taken out, which matches the brand name without being overly explicit.
6. Excessive Texts: The brand should avoid adding excessive text in its logos. The addition of excessive text can make the brand less memorable. For example, the old design of the AT&T logo has too much text in it.
7. Copyright Infringement: The brand is advised not to use the references of other brands in order to avoid copyright infringements. For example, Disney filed a lawsuit against Deadmau5 for creating a mouse headwear logo, which can be confused with Disney’s own Mouse Ears Marks.
8. Colour Overload: Using too many colours that are too dull or too bright can be of disadvantage to the brand. For example: The Google logo has evolved to become simpler and more effective over time.