- I've followed a few simple rules about logos
for most of my career.
I use the rules myself while designing,
and more importantly, I share them
with a client on every presentation.
A client might be a genius with web apps,
but few know what makes a logo work, so give them a hand.
First, good logos identify. They do not describe.
The most successful logos tell me what the brand is,
not what it does.
This is like your name.
I know you might be named Octavia
but that doesn't tell me whether you're nice or mean.
This is tricky.
Most clients want a logo that describes what they do
or what product they make, but consider Apple.
If the logo were a little illustration
of the first Macintosh,
they could never venture into iTunes, iPhones
and all the other products
that now are part of the Apple family.
By remaining neutral and focusing on a clear identifier,
the client can evolve and grow in any direction.
Apple is not restricted with a logo of a computer.
Second, a logo is not an illustration.
Illustrations are illustrations. Logos are logos.
This goes back to the issue of identifying, not describing.
A singular icon and letter forms will last much longer
than a complex illustration showing the company's product.
This isn't to say that all logos must be flat shapes
and sans-serif type.
Staying away from illustrations is a good way
to make sure the logo is not too complicated
to reproduce small or on a screen.
I've had many clients who insist I use a specific subject
as an illustration as the basis for the logo.
I can't count the number of times someone suggested
a group of happy people with their arms out.
I was able to convince them otherwise by showing an example
of a complicated illustration versus a simple icon
or word mark.
Third, a logo cannot solve every problem.
As we've discussed previously,
the logo is there to reinforce the brand message.
I can't fix a company's issues
if they are about customer trust,
financial strategy, or lack of innovation.
The logo is a good suit.
It makes one look professional, well-groomed, and confident.
It's a great way to make a first impression,
but can't help if one has an awful personality.
Next, the logo must be visually engaging.
This is true for all design.
The logo must be strong and clear.
This is the place to make sure the viewer can see the logo
from across the room.
Weak, quiet, and recessive logos disappear.
Itsy bitsy topography and pastel colors rarely succeed
against bold, aggressive, and vibrant logos.
Fifth, the logo must have mnemonic value.
In other words, it must be memorable.
One of the best tools to achieve this is to pose a question,
not what is the meaning of life,
but something as simple as why is the O in Mobil red?
This engages the viewer and the more time someone spends
pondering even an unconscious question,
the more memorable the logo.
Another tool is to let something read two ways.
Once someone sees the arrow in the FedEx logo,
they never forget it.
This may seem like I rigidly go through life
with rules for everything from how to design a logo
to how to make a bed.
Those two are true, but I have moments of rebellion.
Coming up next, a few more helpful tips.