We see logo designs of different styles, all around us. When some of these designs are simple, some are complex and busy. Frankly speaking, most of us do not notice the Logos that carefully. Whereas it matters a lot to a Professional logo designer. Let us have a talk about Simplicity in Logo designing.
We live in a world of symbols. A symbol can be any word, image, object, animal, or person. It may represent an idea, directly or indirectly. Symbols have been strongly present, since the birth of human civilization. With advancement of science and logics things change. We started believing that we have escaped from the world of symbols. However, Carl Gustav Jung, a Swiss psychiatrist explained that we are still embedded in a world of symbols. And our mind naturally follows it. Be it cultural or commercial, we are impacted by the signs or symbols. One such most common sign we see, is a Logo.
Through the process of evolution, symbols turned into Logos. But the essence of simplicity remained intact. These minimalist marks differentiated the products, communities and dynasties. Moreover these icons helped traders participate in competition. And represent authority. Thus Logos became important in businesses. And gradually, the effect of a good Logo on business got established. Subsequently, Simplicity of the design came out as a subject of research.
Researches and practices proved that, nothing can bit simplicity when it comes to Logos. Saul Bass, Paul Rand, Milton Glaser, Herb Lubalin and all other design masters made it clear to the world. We can see what they did and how it stood the taste of time. Clean and simple Logos get registered in our monkey-brain easily. So they are remembered and recognized. We know, people believe what they see. And Simplicity has strength, impact, and above all, the look of today. So the people of today relate to it.
In case of Logo designing, simplicity is the mantra that makes it timeless. But there is no rigid rule to reach there. Nor there is any shortcut. The idea of minimalism varies from designer to designer. Here is what I follow, when designing a Logo:
- Do not Google for references
- Stick to the Brief
- Research on the target audience
- Research on the competition
- Design the Logo in single color
- Take out as many elements as possible
- Check the design on reverse background
- Color the logo, a maximum of two
- Take out as many elements as possible (again)
- Check visibility on smaller size
- Place a suitable Font
- Present it
A complicated, busy logo with too many colors and elements does not live long. It naturally fails to position itself in audience’s mind. Why a complex design often fails? Here are some reasons:
- In smaller size the Logo loses visibility
- Difficulty in using in different mediums
- Difficulty in printing on uneven surface
- Difficulty in converting into a 3D model
- Fails to convey the brand message
- Fails to represent the core value
- Conveys different meanings to different people
- Hard to differentiate in competition
- Spoils a design it touches
Well-designed logos are clean, simple and timeless. This Simplicity of the Logo helps the brand in different situations. Even when business evolves, the Logo holds its relevance. With time, a Logo can be modified a little, but it still has to keep the original form. Otherwise the brand may lose its hard earned recognition.
Professional logo designers follow a good idea when designing a Logo. It drives the designer to a great design. In general, good ideas are bound to be free from unwanted elements. As a result, most of the time, the final output is simple.
Rightly said Paul Rand ,
“Simplicity is not the goal. It is a byproduct of a good idea and modest expectations.”