Logo Design: Eight Golden Rules to make your Logo Amazing
Here at greensplash, we take enormous pride in the care and detail we put into each and every logo design. We are well aware that the logo is the key element of your company’s branding, and that it needs to be completely reflective of your company’s identity and vision. We therefore consider it imperative that we get a strong understanding of your company’s values before we put pen to graphic tablet.
However, there are definite universal criteria which apply to effective logo creation. In this article, we outline some of the golden rules we follow with each and every logo we produce, and cover some common errors we make a point of always avoiding.
Keep it Simple and Clean
One of the most common mistakes amongst rookie logo designers is treating their new design project as a showcase for their skill set. This can lead to overly ambitious designs, which detract from the key fact of every effective logo: Simple is better. The best logos always convey a company’s brand identity instantly, in the simplest manner possible.
Our logo for Reflex is an example of simple yet effective design.
Vector is Key
The delivery format of the logo is one of the most important elements of the entire process, and ensuring that your logo is delivered as a vector file (as opposed to a raster file) can save you enormous headaches when it comes to reusing your logo. Vector images are based on a mathematical ratio generation of images, and they can be rescaled without any loss in quality. Raster images, on the other hand, are static pixel constructions and tend to take on an unpleasant pixellated quality when resized.
Colour is Secondary
While instinct will have many designers reaching for their colour palette at the outset of a logo design process, this should really be the very last step of logo creation. Your logo should be completely recognisable as a black and white silhouette, regardless of the colour you eventually choose for it. The reason for this is simple: your logo is going to be used on a variety of backgrounds, and needs to be able to fit with anything you impose it over. If your logo is striking and recognisable as a silhouette, it can be used in practically any context, with colour as a secondary concern.
The elegant butterfly symbol for Open Doors is instantly recognisable as a silhouette.
If your logo is going to be recognisable as a silhouette, it needs to be clearly defined as an entity in its own right. While creating something completely unique may seem like something of an uphill struggle these days, we take the time to understand your business and unique selling points, and design something readily identifiable that defines your brand and vision.
Logo Design Typography
Font selection can make or break a great logo idea. A bad font choice can twist a tasteful design into something cheesy and cheap, or conversely make a fun, bouncy logo appear stilted. However, a great font selection can tie a logo together, and really heighten the brand message it portrays. Also, try to keep the number of fonts present in the logo to a minimum, or it can come across as overly eclectic and messy. Ideally, you should stick to one font, but certainly use no more than two.
The typography we chose for Leapfrog is designed to evoke a frog’s footpads, giving it a fun, lively feel.
Make it Timeless and Memorable
Creating a timeless logo is not only ideal in terms of effectiveness, it is also highly economical. Having your logo designed to play on current trends is merely embarking on an extremely expensive journey of endless redesigns as your logo starts to look dated before its time. We focus on creating a logo which reflects your company, services and values, rather than delivering something hugely derivative of current trends.
Versatility is Key
When designing your logo, we always take into account that it needs to be used on just about everything to do with your business. There is no point utilising a logo that only works on one specific medium or background palette. It may look great on the oyster blue background of your website, but that doesn’t necessarily mean it’s going to transfer successfully to a plain white compliment slip. We always endeavour to ensure your logo is as versatile as possible, saving you a headache when it comes to the development of further corporate materials.
Wrap ‘n Roll have used the logo we created on everything from sandwich bags to their storefront.
No Background Distractions
When providing the brief for your logo, you can save yourself a lot of ongoing headaches by specifically requesting that your logo is provided on a clear background. This will certainly benefit you when it comes to working with the logo across a variety of functions. If your logo happens to have some element of fade present in its design, then obtaining it on a clear background is absolutely vital, as in this instance self-initiated attempts to remove any background colours without damaging the quality of the logo are likely to fall somewhere between unpleasant and impossible.
This covers some of the rules we always follow when engaging in logo design. However, at its heart, our approach always involves a careful analysis of our clients’ requirements, taking the time and effort to understand what makes their businesses great and properly reflect that in light of the above principles.
Is your logo more shapeless than timeless? Are your files more pixel than picturesque? Why not call on us on 01606 884 123 or email firstname.lastname@example.org for a competitive quote, and see how we can create the logo your company deserves.