“I strive for two things in logo design: simplicity and clarity.” “Great design is born of those two things.” Lindon Leader once said. Leader is the creator of the iconic FedEx logo.
Other iconic logos such as Apple, Nike and Google have the elements of versatility, simplicity, are memorable, timeless and appropriate which are the 5 essential elements of effective logo design.
Why do these 5 Elements matter?
These elements are the keys for effective logos to get the attention of a prospect. These same elements help a logo stick to the brains of existing customers then creating a following even with supposedly one-time purchasers.
It is easier to recognize Simple logos. You could pass a Nike billboard while harrowing down the freeway at 80 m/ph but would never mistake the Nike logo for any other.
Using the Nike swoosh logo as an example, this logo could go on a billboard, postcard or flyer and would still have the same effect on prospects. It is effective at any size and with any color. You could also gauge a logos versatility if it is still can inspire the same effect even if printed in reverse.
When you hear the words “Search Engine”, what logo springs to mind? Most probably it would be the Google logo that you would picture. Memorability is an element that is associated to brand recall, which is a qualitative measure of how well a brand name or logo relates to a product type.
Logos the would be considered “Timeless” are those logos whose design have tested the sands of time. The Nike swoosh has remained virtually the same since it’s conception in 1971. Having this element would benefit a company since rebranding and the work that goes into redesigning costs a significant amount of money.
A company logo should directly speak to their target market. The FedEx logo is a good example, striking orange and purple, a clean and vivid font and an arrow hidden within the whitespace of the word “Ex”. The hidden arrow gives a sense moving forward which is what freight forwarding /courier service companies do.
Per Paul Rand, the famous graphic designer: “A logo does not sell (directly), it identifies. A logo derives meaning from the quality of the thing it symbolizes, not the other way around.” Paul Rand is the famous graphic designer behind iconic corporate logos such as IBM, ABC and UPS.
Make sure to incorporate these 5 elements to your logo design. Simple not complicated. Memorable and timeless. Versatile and target market appropriate. Adding these to your logo will make it more effective and lasting. Whether your potential clients are browsing through your website, reading your brochure or your calling card, you should remember that your company logo is the face of your business.
“Logo is an important part of the brand as it signals brand character through a stylized treatment of the company or brand name. It is like a signature of a person. Its main function is to remind the brand and make sure that “it remains at the forefront of the audience’s thoughts” (Herskovits and Crystal, 2010, p.21).