A logo is an identifier. A logo is analogous to the features of the face. We identify and remember people by their look: Alice has sultry eyes and puffy lips or John has slick black hair and thick black glasses. A logo should accomplish the same instant recognition for a business: Nike’s has a swoosh and McDonald’s has the yellow arches. Some clients fall into the trap of wanting their logo to explain the business.
While the logo should be relevant to the business it’s identifying, a logo that tries too hard usually ends up too complicated and overwhelming. Rather than trying to explain what the company does—Nike doesn’t have shoes in their logo, McDonald’s doesn’t have hamburgers in theirs—good logos simply and effectively identify the business.
When evaluating your logo or considering a new design, aim for a simple, appropriate and distinct mark that will make a lasting impression.
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As someone who’s been sketching out logo ideas for weeks, this is some good advice to keep in mind. It’s definitely easy to get caught up trying to cram every idea into one. Simple and distinct that will leave a lasting impression – great advice!
Sara, another way to think about logo design, or most graphic design, is as a process of boiling off the excess until only the essential essence remains. This design distillation will result in the most potent visuals.
Thanks for the advice! Makes perfect sense. I’m on it
Love this Rob. That’s what most folks get stuck on – the thought that everything has to be fully explained and ‘obvious’. The best logos are memorable and identifiable, but they leave room for community interpretation.