Use simple shapes, clean lines, and fonts to create a lasting, easy-to-understand logo. Brands of all sizes – from the beer and fast food industries to professional sports, media, entertainment and consumer brands – are constantly upgrading and simplifying their existing logos in the hope of appealing to contemporary audiences, standing out from the competition, and remaining relevant in digital media Thrive. The evolution of the Starbucks logo from 1987 to 2011. Starbucks old logo animation. "The Love of Logo Design." "Anyone can design a logo, but not everyone can design the right logo," writes David Arie, author of "A Guide to Creating Iconic Brand Identity." A successful design may satisfy your design brief. “But an enviable design that can become iconic will also be simple, adaptable, durable, and distinctive.” Let’s explore what works by looking at brands throughout history. Five Elements of Logo Design: Keep It Simple I’m not talking about thin lines or geometric shapes. Simple does not mean "minimalist". While a minimalist approach can make a logo usable across a wide range of media, what I'm really talking about is simplifying an idea or execution. This simple wordmark for Fuel Coffee, designed by Commoner.Inc., incorporates a well-positioned lightning bolt that adds life and story to the mark. Don’t overcomplicate the story you want to tell. Don’t pack in too many details, lines, or colors. Start by iterating on ideas and simplifying execution, discarding unnecessary elements and layers as you approach a refined design. You should be left with some designs that are clearly communicated with minimal information. Over the past few decades, Shell has continued to simplify its brand identity while staying true to its identity and relying on strong visuals to identify the brand. Shell logo animation. During your logo design process, focusing on simplifying tasks first will give you a head start on implementing the other criteria on this list, because simple solutions often lead to other elements that make for an iconic logo design. Simpler designs are easier to remember, resulting in higher recognition. Think Apple, Nike Swoosh, McDonald’s Golden Arches. All symbols we can easily imagine and draw from memory. A simple design also contributes to a logo’s versatility – making it more functional and effective in a variety of sizes. Be Memorable We become so attached to the brands we love that we often forget that the logo – the brand’s visual identifier – is not the reason we buy the product. A logo is not a brand, and this is true for all brands we interact with. A brand is the experience a customer has every time they interact with it. Of course, this is reinforced by a strong visual identity. The London Crisp Co. logo designed by B&B Studio marks the city. Memorability is enhanced when paired with landmarks on brand packaging. Logos help people remember them and the company, so we should strive to design symbols that are easy to remember. Because we are producing data at such an incredible rate – much of it visual branding – we are seeing logos that are increasingly similar, or eerily familiar to long-forgotten designs. This makes the task of visual differentiation even more difficult. The repetition of simple geometric shapes and the use of color make the BP logo stand out in the market. Keeping it simple is a good place to start. Now we have to think about how to make it unique, because uniqueness also plays an important role in memory. Consider focusing on one element and then delving into a logo that shares that focal element. Iterate on ways to approach your idea from a unique perspective, making it stand out from similar visual competition. All while keeping focus and execution relevant to the brand, purpose and values. It has to be versatile One of the main reasons we see so many brand upgrades is a focus on simplification, not just to accommodate changing aesthetic preferences, but to make existing logos more adaptable and versatile. An effective logo should be able to span a variety of mediums and applications, from large to small, flat to digital. Scalability is super important and is achieved by thinking small and smart. Every detail should be clearly visible up close (in a social media ad) or from a distance (an old-fashioned billboard). So focus on refining your ideas and spend less time communicating to achieve scalability and ultimately adaptability.

This could mean a single markup that can be used anywhere, or a markup system designed to span multiple impressions. The Subway rebrand, which began in 2016, was not only necessary to take the fast-food chain in a new direction (away from its original image), but also to create a strong, versatile brand that would perform well in the digital age. trademark. Scalable signage and identification systems can also save companies significant amounts of money. The worst thing you can do is launch a logo that works great in larger sizes, but cannot be embroidered on corporate apparel, resulting in either low-quality brand interaction or a potential redesign to achieve what the first logo should have been. effect. The 2016 U.S. Soccer rebrand introduced a streamlined design that looks stylish on uniforms and on Twitter. The main approach to designing a versatile logo is to maintain a focus on simplicity. When a logo is simple, easily recognizable, and versatile, it is more likely to last and provide customers with a greater return on their investment. Future-proofing Some of the best advice I’ve ever received in my career is to stay away from trends because that’s exactly what they are. A trendy and effective logo should stand the test of time. If you focus on avoiding trends like gradients, drop shadows, and complex animations, you’ll be more likely to deliver a brand identity that will remain relevant and memorable for 20, 30, or even 100 years into the future. The Metropolitan Museum of Art's redesigned logo by Wolff Olins caused controversy when it was released. But it has certainly served the museum longer than some of its previous identifying marks. Take the Coca-Cola logo as an example. Since its inception in the early 20th century, this logo has gained high brand recognition around the world, but it has remained basically unchanged. The second-ranked competitor, Pepsi-Cola, has undergone 10 different brand updates during the same period. So why has Coca-Cola never fallen victim to pressure for change? Because it doesn't need to be. The Coca-Cola logo is as relevant today as it was 100 years ago. It relies on a simple and unique typeface wordmark that has never gone out of style, attracting generations of people, in today's digital market and on a massive scale after the industrial revolution. It works the same way in advertising. An instantly recognizable classic. A company's logo should outlast the life of the company. Of course, improvements and updates may need to be made from time to time, but the overall idea should remain the same to build on existing brand awareness. Don’t waste your client’s time and money on a design that will eventually look outdated. Maintain Proper Design How you position a logo should be suitable for its intended purpose. This means you have to consider the industry and audience and do a lot of in-depth research to discover the right direction to make your client’s logo stand out from the competition while also remaining relevant to the market they operate in. Canadian stuffed toy maker Gund's 2017 redesign captures the brand in a way the original couldn't