Logos are not mere images you can paste if you like and take out if you don’t like. It’s a small but ubiquitous image. It appears everywhere — emails, websites, billboards, company t-shirts, product packaging, business cards, and the stock exchange. So it follows that logos are the best tool for brands to make a killer first impression.
So how do you make a good first impression? In other words, how do you make a good signature logo design? Is there a particular shape, color, or size we should follow? There's no strict rulebook to a great logo, and every logo is designed at the discretion of the designer (and the client). But some of the best logos provide insights into what works and what doesn't. We've narrowed down the components of a great logo into five important aspects:
- Symmetry
- Simplicity
- Uniqueness
- Color
- Timelessness
Symmetry
Symmetry is one aspect of a good logo design. Symmetry is defined as something with balanced proportions. The overall design should be equal on all sides. In wordmark, the letters have the same size and shape. A symmetrical icon is where both sides and circumference are equal in value.
Take a look at the following logos. If you split the image vertically, you get equal shapes and sizes on both left and right parts.
On the other hand, asymmetrical images show uneven sides when you divide the picture. Consider the following photos. There's a reason why these logos were the subjects of many criticisms.
But there’s a catch. Some of the best-performing logos are not symmetrical. Take, for instance, Google, Nike, Pepsi, Adidas, Youtube, and Apple. But that’s because symmetry is not the only important factor in logo design. Well, you can ditch symmetry if you can perform well on the other aspects— which were done correctly by those famous asymmetrical logos. Some of these aspects will be discussed in the article, but some of these qualities they got right are simplicity, uniqueness, and timelessness.
Simplicity
There was a time when logos were elaborate and complicated. If you trace back the history of some famous logos, you'll see what I mean. There are just too many unnecessary details.
For example, the Starbucks logo in 1971 was an intricate image of a double-tailed mermaid in black and white. The idea of being overly detailed was understandable because at that time, most images were hand-drawn. But now, the Starbucks logo was refined to a more minimalist vector image.
Another example is Apple's oldest logo version. From afar, it's difficult to see that it was Isaac Newton under an apple tree. But look at Apple's logo now. It's a muted vector apple fruit with an iconic bite. It's visible miles away.
This phenomenon applies to many brands today, such as Ford, McDonald's, Mercedes, etc. They started out having an elaborate logo, but over time, they changed it to a simple icon.
A simple logo is a trend nowadays. We see it everywhere. Big brands have been simplifying their symbols. Take a look at MasterCard, Dunkin', Airbnb, Pepsi, and Mozilla Firefox. Startups use flat-image and 2d vector designs for their logo—for example, Iterate, Elevatr, AskNed, and All Set.
One reason for this is that too many images online compete for our attention. There are ads, ecommerce listings, social media pictures, video content, etc. And a simple logo takes the analysis away from people making them faster to understand.
Uniqueness
Although simplicity is an ideal component of a logo design, too much of it can scrape away any ability of a logo to stand out. That means a logo should be simple but not too simple. Its simplicity still has to project a unique image to penetrate a saturated market.
Google has done it well. Its current logo is a letter G in a san serif typeface embedded with four colors of the brand. Two things made it great. First, It's simple. The message is plain and understandable. Second, the design is unique enough for people to associate it with the search giant and not with other brands.
Another example is Apple's logo. Yes, the logo is plain and straightforward, but the irrelevance of apple and computers made Apple’s logo one of a kind. Its emblem, a metallic flat-image apple with a bite, resonates across continents. And since the apple fruit is not commonly used in tech industries’ designs, the possibility of having a similar logo is slim to none.
In creating a unique logo, it's best to have extensive competition research. Eliminate any possibility of potential similar designs, and as much as possible, steer clear from usual names and icons associated with your industries. Apples and windows are things not related to personal computing, which made them a unique icon choice. Unrelated imagery works best for a special presentation.
Colors
Whether we believe it or not, colors have inherent meaning. Black can mean darkness, white — purity, red: love, green for nature, and so on.
That meaning can translate even to logos. Look at the black logotypes of the New York Times and Chanel. They give off a sense of authority and dominance. Notice how most restaurants are red? KFC, Jollibee, McDonald's, Tokyo Tokyo, etc. Red is an appetite stimulant, the opposite of blue, which suppresses the senses. That's why you can see it in comfortable and soothing brands such as Unilever and Oral-B but never in the food industries.
While color meanings differ depending on the context, there are small guidelines you can follow to eliminate any form of confusion. These are some of the general meanings of colors. Blacks mean dominance, authority, and bureaucracy. Red excites the senses. Blue is clean and comforting. Green is nature-sensible. Black is environmentally friendly and luxurious. Purple is dreamy and mystic. Pink is feminine and for self-care. Yellow is optimistic and youthful. White is pure and clean.
Have a color in mind? Ask yourself, what meaning does it give off? And is that meaning what your brand is telling the customers? If not, feel free to change. Because like shapes and sizes, colors can have a tremendous impact. If done correctly, they show off a consistent brand message. When done incorrectly, it can confuse a target audience.
Timeless
Now, ultimately, if you don’t like your logo, you can always change it. A rebranding is always an option on the side. But it’s not without risk. Some rebranding results may not sit right with previous customers and stakeholders and may steer them away from further patronizing your brand.
So to eliminate any possibility of lesser brand retention, then never rebrand? Rebranding, when done right, is an excellent way to align your brand to the changing needs of the times, but if rebrand goes astray, it could lead to the downfall of your business. One way to make sure this doesn't happen is to make sure your brand lasts.
How is that so? This means, anytime you design a logo, slogan, website, icon, typeface, anything, keep in mind your timeframe and that all these assets should perform well even after many years. Part of good brand research is good future protection. Like, what would your customers think of your image after ten years? What would services and products look like after several innovations?
Logos should be timeless. You might argue, some of the famous brands have changed their logos for some time. Yes, but it took them many years and a considerable amount of money to do so. There are brands, even though for many years the logos haven’t changed. Take a look at Disney and Coca-Cola. The intricate script fonts of both brands haven’t changed for 50 years.
Logos are not just any images. It’s an icon and an emblem that represents your business. Make sure that it stays the same after many years.
Final Thoughts
So to make the best of your logo creation, consider how symmetrical the shapes and sizes are. That means if you divide the image, both sides render the same image. Then it has to be simple, so it's easy to understand. But not too simple that it sheds away its unique features.
Then, keep in mind the type of image. Your first choice should be using a vector file but if you want a rasterized picture, then opt for higher pixels so you can expand the image without getting pixelated. Also, pick the right color. Any color is not the right way. But you have to stick with industry colors and colors that match your branding message. Finally, keep in mind that that logo is irreplaceable. It has to stand the test of time.
So, happy logo designing!
