With any business, the visual representation or virtual “face” is their logotype. A logo or symbol is as important as their structured business operation because ultimately, it’s how they are represented to the world. Below are some traits of good symbol and logo design for any business.
Positive Association – There is a reason that beer companies call their “diet” beer – light beer. Leading beer companies found proven studies that men would be much more comfortable drinking a light beer rather than a diet beer. Another example is when Federal Express decided to short their name to just Fed-Ex. In South America, the world Federal was misinterpreted, thus giving a false outlook on their company stigma.
Easy Identification – The golden arches – M for McDonalds. You don’t think twice when you see this golden symbol on an advertisement, sign, or publication. When have you ever looked at the Swoosh any differently? I don’t even have to say it’s Nike for you to realize how important easy identification is.
Close Gestalt – You want a contained symbol, something that will hold it’s own. Since logos are used in various disciplines, you don’t want something that is going to give the appearance of “floating” on the page.
Abstraction Level – Keep it minimal, and don’t make it too abstract.
Reduction – Reduce the logo to it’s smallest scale. (often 1/2″ or 1″) to make sure it is versatile in various forms of print.
Negative Space – Many typographers have stated that it’s not the black lines that make up text, it’s the white space in between the letters that ultimately identify it’s meaning. Make sure the negative space gives a comfortable flow to the logo.
One Color – The logo should look good in one color. Black on white, white on black. If you already have a logo, reduce it to grayscale and see if it is as effective as color. If not? It might be time for a new logotype.
Symbol Weight – Make sure it’s not too heavy and avoid thin strokes (<— They don’t scale well for small print.)
Flow – The logo should have good eyeflow and open at various points.
Direction – This is not particularly important unless it’s relevant to your business. Could you imagine an airline logo with an arrow pointing down?
Metering – Simplify, get rid of clutter and unnecessary elements.
If your logo has most of these characteristics then you’re already ahead of the game. If not, you know who to contact. This post was originally written by a good friend and business associate of mine, Taylor Pemberton of Royal T. He wrote this piece for my previous blog the4eblog and I feel it appropriate to dust it off and bring it back to the limelight in honor of my new website and branding initiative. Visit Royal T at http://royalt.org and take a look at his portfolio!
