The Art & Science of Logo Design

31.8.09

Logo design is both simple and complicated.

Successful brand image creation involves both simplicity and complexity. The complexity has more to do with the mechanics, creation and translation of the mark, and the simplicity has to do with the perception of the image itself. There are a variety of technical and mechanical concerns, as well as issues regarding psychology and culture.

Regardless of these limitations, there are also qualities that many of the greatest brand images possess. These qualities can be ascertained. It is not simply a subjective process, there are measurable properties which both define and describe successful logos, and therein lies the science.

A logo should be designed with such great care and attention to detail that it is only necessary to do it once - there is no "logo redesign" later when drop shadows go out of style.

Measure twice, cut once.

So what are these apparent qualities? Some of this I was taught, and some of it comes from experience. You are more than welcome to contest anything. It is interesting to note that often what is good about a logo is what it isn't, not just what it is.

1. Memorable – It should go without saying that the most important function of the logo device is to cause us to remember it. Basically, everything else that goes into its production is to this end. A memorable logo also serves to support the brand of a company. If the brand is well known, the name may not even be necessary. Brand equity is enough to remind us.
   
   
2. Simplicity – Simple things are easier to remember. Good brand images are simple in form, containing few parts, and very little fine detail. Too many elements, too many colors, gradations, shadows, effects, all contribute to a complicated image. Effects are often used, but to an initially simple image to begin with. Complexity is also not visible at a small size.
   
   
   
3. Size – The best images are designed to work well equally at the same size small as they do large. Often there is a minimum size for the logo, good for representation on computer screens, and a maximum size which is only dependent upon the printer, material, and budget.
   
   
4. Shape – To the degree that a logo fits into a equilateral square or circle, it will be easier to see and remember. Long, narrow or other odd shapes, can work, but are slightly disadvantaged. One cannot blame the name if it happens to be long - but a good mark can still be made of a long name, if necessary.
   
   
5. Culture – Well designed logos are internationally and culturally neutral. Being aware of symbols and their different meaning in different places of the world can avoid potential pitfalls (The Chevy "Nova" being sold in Mexico is a classic - nova is translated as "no go" in Spanish :(
   
   
6. Color – Great brand images look good in both black and white, and inverse, first. Color is always secondary. A good logo will fair well on a patterned or colored background, but most do not. Many are instructed to be used only on a white field.
   
   
7. Versatility – If all of the above have been taken into consideration, the resultant mark will be very versatile, capable of supporting a brand in a variety of circumstances. It could be large, small, an invoice, a billboard. Whatever it is, the image will survive.
   

Labels: Design