The logo design process is a critical aspect of any company’s branding. After all, a logo is typically used in most corporate materials including business cards, website, collateral, and often times even the sign above the door. How can you ensure that your company’s logo is impactful and stands out? During the logo design process, consider the following qualities of exceptional logo designs that are exemplified by the work of iconic designers.
Keep it simple.
“To design is to communicate clearly by whatever means you can control or master.”
Milton Glaser is perhaps best known for the “I Heart New York” logo, which is still one of the most globally recognizable logos over 35 years after its introduction in 1977. Culled down to a simple, two-color design, the symbol still manages to capture the essence and spirit of New York City.
Make it memorable.
“Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.”
Paul Rand created some of the most memorable logos in recent history. Through his distinctive use of shapes, font and color, Rand’s logos stand out from the field of typical, bland logos. However, his logo designs still maintain simplicity since he typically uses only one or two colors and uncomplicated shapes.
Design for longevity.
“If I do my job well, the identity program will also clean up the image of the company, position it as being contemporary and keep it from ever looking dated.”
Saul Bass didn’t just say this; the logos he has designed prove that he also practiced it. His logos have an average lifespan of 34 years, which seems to be an eternity considering how often some brands change their logos. He accomplished this through the use of timeless elements, not design fads.
Use these principles during your logo development process, and ensure that the final design is one that will be impactful for many years to come.
Graphic Source: http://www.davidcrompton.net/atn/2014/3/7/4070-03-milton-glaser