Author: Stephen Douglas
While the variables are infinite (that's a good thing - it means that every logo can be unique)
there are certain benchmarks (I hesitate to call them rules) that if you follow, will pretty well
insure that you'll end up with a decent and workable logo.
While whether or not a logo is 'good' remains completely subjective, following these pointers will
give you a logo that's usable, practical and promising a long shelf life.
1) Uniqueness -Your logo should be able to stand out as completely 'yours'. It's
surprising how many times we get asked to 'copy' logos - we've even had clients request a 'version'
of my brand. Not a good idea. On top of the potential legal complications nothing screams
'unprofessional' like a logo that's looks even remotely like someone else's. Do not copy.
I'll say it again. Do. Not. Copy.
2) Timeless -Every few years there's a trend, or fad, that new logos seems to
embrace. A few years ago it was the 'swoosh' - made logos all hi-tech and 'internety'. Trouble is,
everybody jumped on that bandwagon and the treatment rapidly became hackneyed and trite. Few years
hence, and we've got lots of people stuck with out of date designs.
The latest design logo trend is so-called 2.0, a technique that (like a lot of
design trends) can be traced back to Apple Computers. Take your logo, add a 'gel' treatment, give
it glassy reflection at the bottom and you're all set. (hey - the 3D version of our house could
qualify). Web 2.0 is still going strong, but I'll go out on a limb and say it will be yesterday's
news by end of summer.
3) Gimmick Free -Special FX and filters are usually applied, by inexperienced
designers, to logos that are 'missing something'.
Trouble is, what the logo is generally missing is any design integrity, and adding bevels, lens
flares and drop shadows is the design version of 'putting lipstick on a pig'.
While it certainly shows how cool the latest design software is, it doesn't do
much for the professionalism of your mark. Such treatments are fine for glamour shots (used as
display pieces on brochures and the like) but are only going to cause grief down the road,
especially when it comes to application of your new logo on standard business material. Your logo
should be as technically simple as possible for adaptability, which just happened to be number 4 on
4) Adaptability -Over the life of your company, you'll want to plaster your logo
over everything you send out. That's the point of having a logo in the first place. In order to do
this, you'll need a logo that's adaptable to every occasion and while they may look 'pretty' , the
design gimmicks we just talked about render your logo impractical for many of these uses. Some of
these uses - checks, FAXes, embroidery, newspaper ads, invoices, letterheads, etc. Your new logo
has to work on all of them.
You'll also need a quality black and white version that can reproduce as a halftone grayscale, or
in the cases of low-resolution BW reproduction, a linear version.
5) Scalability -When using your logo, you'll need to be able to use it small.
Real small. Postage stamp size. Classic example of this - over the years, I've designed a load of
sports event posters that feature logos from dozens of event sponsors. Space only permits the logos
to be featured as very small images and it's always the simpler logos that stand out when viewed
from a distance.
The cluttered logos aren't recognizable to any great degree and the sponsors are
probably wasting their money, especially if inclusion on the poster is the only benefit of their
sponsorship. When it comes to scalability, the text portion of the logo is the most important, as
that's the piece you want people to remember. Scrawny, sickly text doesn't read very well at half
an inch high.
6) Color is Secondary -Colors are extremely important. Using consistent
corporate colors will become part of your brand - that's understood. However, when it comes to the
design of your logo, color must always be secondary. A logo that requires color to 'hold' the
design together is fine when reproduction is optimal - websites, 4 color process printing and what
have you - but even then only if the size is appropriate as well. Logos that rely too much on color
tend to blend together when used small (see above) and unless the contrast between the two colors
is pronounced, will be a grey mess if used in black and white.
As for low-resolution reproduction (FAXES, checks, etc) you can forget about readability completely
- logos that use color as a design cornerstone usually come out as black blotches on a FAX
transmission and with all their money, banks still haven't figured out how to print a decent
7) Appropriate Aspect Ratio & Footprint -The aspect ratio of a logo is the
relationship between a logo's height and it's width.
Bottom line, you don't want a logo that's too tall, or too wide.
Square'ish' is always best as this allows the maximum adaptability of a logo, especially when it's
being used in conjunction with other artwork. The 'footprint' of a logo refers to the amount of
physical space that's required to place a logo on any page. If the footprint is 'wonky' - trailing
design elements 'poke' outside the footprint - it can greatly affect the size that the design can
be used at, as well as the visual impact of same.
Like most 'rules' of design, not all of these will apply in every situation, and
in many cases, we'll toss them out completely. However, they should give you a road map that will
help you navigate the sometimes frustrating creative process to design your new logo.
About the author:
Steve Douglas is the CEO, founder and Creative Director of <a href=" http://www.thelogofactory.com">Thelogofactory.com</a>
an internet based logo design studio specializing in logos and corporate identity for small to
mid-sized companies. With a history in the graphic design industry spanning 25 years, Douglas has
had extensive experience as an agency and magazine art director before founding TLF in 1996.