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Dos and Don’ts of Logo Design

July 7th, 2017

Designing a logo that clearly represents your brand is no small task. In fact, the logo design process is very detailed and every aspect should be carefully considered. Concept, color, typography, and balance all play an important role in the creation of a strong visual identity and must work together in harmony to convey the message of your brand.

Whether you are creating a brand from the ground-up, or simply wish to refresh the current brand identity of your business, consider the following tips to ensure that your logo is well-designed and impactful.


Have a strong concept

Developing a strong concept for your company’s logo will allow for audiences to create a connection with your brand beyond the first look. Incorporating a clever “easter-egg” into the logotype or icon can give a subtle insight into the products/services you offer, as well as increase your brand’s recognition.

Don’t rely on colors to execute your concept. Successful logos work first in black and white, and then incorporate colors to enhance it.


Use the appropriate typeface

Although it is often overlooked, typography is a crucial part in the design process. Choosing the right typeface will ensure that you are conveying the right message of your brand. Consider your brand’s personality and the places where your logo will be seen. Choose a typeface that compliments both. (For more information on how typography affects your brand message, check out my previous post on typography.)

Don’t pick an overly illustrative typeface that is too difficult to read. Your logo should always represent your brand but also remain clear and legible at all times, regardless of where it is being displayed.


Consider proportions and balance

If your logo consists of a logotype and logomark, it is important that each is at a suitable proportion that creates a sense of balance. Sizing one too large will unevenly weigh the logo down and distract the eye from viewing the entire logo as a whole. A well-balanced logo will ensure that the mark will be able to stand on its own in any given context and feel complete.

Don’t try to emphasize one piece of your logo to be larger than the other. The point of having both a logomark and logotype together is to have them work together as a whole.


Keep it simple

Once you have your concept, typeface, and proportions set in place, remember: Less is more. Stick to your idea and be sure to only include the absolute essentials. Having too much going on in your logo will create trouble in the future when it is resized and used within other marketing materials.

Don’t overdo it. Stick with your concept and let it shine through in your logo. But don’t add too many “tricks” or effects because it will only distract from your concept and message. Keeping your logo simple will also work in your favor when creating logo variations.


Create multiple variations of your logo

In a world where your brand can be seen everywhere from billboards, magazines, websites, or email signatures, it’s important that you brand is properly represented regardless of the medium. There will be very small instances, and very specific circumstances. To ensure that your brand is presented properly, consider having multiple variations of your logo. There can be one that is mostly horizontal, one that is stacked, another with the colors inverted, as well as one that is just a logomark or symbol. Doing so will guarantee that there is always an optimal logo variation for any context.

Don’t rely on only one colored logo on a white background to represent your brand. There will always be instances where you will need to place your logo on a colored background or image. There may also be times that it will need to be in black and white. Wherever it is, make sure that you are in control of how it is shown.


Looking for a new logo design?

In today’s world, how your brand presents itself is just as important as the products and services it offers. Making the right impression from the start is key to getting the word out about your company and growing brand recognition. With these tips, you can rest assured that you are taking steps in the right direction. If you’re interested in branding or rebranding your business, check out this branding project and contact us to learn how we can help!

Stefanie Osmond

Stefanie is Springboard's graphic designer and creative problem solver. Beyond her desk, she spends her time crafting, trying out new dinner recipes, watching competitive baking competitions, and sipping on tea.

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