The weight that a great well developed brand identity carries is huge. It can be the decisive factor in why someone chooses to go with one business over another, utimately effecting revenue and busuness success. Whether you are the client or designer, there are a few considerations to acknowledge before the design process begins.
It is important to consider all the principles of a good logo before branding. A logo is a representation of a brand or business. It is often the first thing that people see and it can have a big impact on how they perceive the brand. A poorly-designed logo can create a negative impression and turn off potential customers.
By considering all the principles of a good logo, a brand can aim to create a logo that is not only visually appealing but also communicates their values and personality. A well-designed logo can help a brand stand out from the competition and create a strong brand identity. It can help to build trust and credibility with customers, which can lead to increased sales and customer loyalty.
In addition, a well-designed logo that follows the principles of good logo design will be more versatile and able to be used in a variety of contexts. This means that the logo will work well in different sizes and across varied mediums, such as on a website, on social media, on a business card, or clothing.
Overall, considering all the principles of a good logo before branding is important because it ensures that a brand creates a logo that is not only visually appealing and communicates their values, but has the potential for longevity which inturn gives a brand a higher chance of becoming memorable. Using the following principles also gives a basis for constructive feedback and design progression as you can consider each aspect out how it will play into the final interpretation of the brand.
The principles of a good logo design include:
Simplicity: A good logo should be simple, clear and easy to recognize. One way to test its simplicity is to begin to describe it, if you’ve to over complicate your description then chances are the logo can be paired back. Begin with a simple colour pallet of no more than 3 as a starting point.
Relevance: A logo should be relevant to the brand or business it represents. It should communicate the values and personality of the brand. Explore icons or emblems that embody the brands values or industry.
Timelessness: A good logo should be timeless and not subject to trends. It should be able to stand the test of time and still be recognizable in years to come. If you fall to trends now it may lead to a bigger expense down the line should a rebrand be needed.
Versatility: A good logo should be versatile and work in a variety of contexts. It should be scalable and work in different sizes and on different mediums. Here’s where versatility and simplicity work in unison for the same goal.
Distinctiveness: A good logo should be unique and distinguishable from other logos. It should stand out from the competition and grab the attention of the audience. Good research will mean any concepts that mimic an existing brand can be altered to go in a different direction so as to not replicate another’s logo.
Memorability: A good logo should be memorable and make a lasting impression on the audience. It should be easy to remember and recognize even after a long time has passed. Using your logo consistently with your brand assets will help create a lasting impression.
One example of a logo that follows the principles of good logo design is the FedEx logo.
Simplicity: The FedEx logo is simple and easy to recognize. It consists of two colors and a unique font that is easy to read.
Relevance: The FedEx logo is relevant to the brand. FedEx is a delivery and logistics company, and the logo incorporates an arrow between the “E” and the “x” in the text, which represents movement and delivery.
Timelessness: The FedEx logo is timeless and not subject to trends. It has been the brand’s logo since 1994 and is still recognized today as a symbol of the brand.
Versatility: The FedEx logo is versatile and works in a variety of contexts. It can be used on a variety of products, from trucks to uniforms to packaging, and it works on a variety of mediums, from print to digital.
Distinctiveness: The FedEx logo is unique and distinguishable from other logos. The incorporation of the arrow between the “E” and the “x” is a clever and memorable design element that sets it apart from other delivery and logistics company logos.
Memorability: The FedEx logo is memorable and makes a lasting impression on the audience. The arrow between the “E” and the “x” is a memorable design element that is easy to remember and recognize.
Overall, the FedEx logo is an excellent example of a logo that follows the principles of good logo design. It is simple, relevant, timeless, versatile, distinctive, and memorable.
