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Designing Logos: Less Really is More

Posted on June 30, 2009

I can?t say that I always agree that less is more. I mean, less chocolate definitely does not equal more, who in their right mind only wants a little bit of chocolate? Less coffee does NOT help you get moving and shaking (in fact, it can give you one major  headache, which I do not need more of). But I do have to say that less is ALWAYS more when it comes to creating logos.

You?re probably wondering how I can make a statement like that about logos, let alone anything in life. You might be asking, doesn?t it depend on the subject matter? Doesn?t it depend on the target market? Doesn’t it matter what the latest trends are? And my reply is a resounding NO (no, no no?).

Designing logos is a labor of love and often one of the most difficult,most inspiring projects that we do. And I’m not ashamed to say, it sometimes results in a few hours of banging-my-head-against-the-desk-in-frustration. Logos are personal, reflecting both the company/product and the person (or people) behind the company/product. Often times, customers want to cram everything that they can into the logo, believing that the more they include, the stronger the logo will be. Boy, are they wrong.

It might be hard to imagine why exactly that is. Let?s pretend for a minute that we?re making a pizza (mmmm, pizza). WAIT! Before you run out to order a pizza, hear me out. I LOVE veggie pizza. Black olive, tomatoes, green peppers, onions (but never, ever mushrooms). But I also love ice cream, chocolate, peanut butter, pretzels, french fries, blue corn tortilla chips, and coffee, just to name a few. Now, just because I love all of these foods, and all of them are important to me, doesn?t necessarily mean that will should be combined into one sticky, melty, cheesy, crunchy, drippy, sweet mess. In fact, I think it would be rather disgusting (although I do know one or two people who would be willing to at least try it). The same concept goes for logos. Just because you like a design style, or two, or three, doesn?t mean that they should all be combined into your logo. And just because your product provides many fantastic services, it doesn?t mean that your logo should include a piece of each service in it. Just like pizza, simple is better.

©Apple, ©Nike, ©Starbucks, ©Target

©Apple, ©Nike, ©Starbucks, ©Target


Think of some of the most successful, most recognizable logos out there. Apple, Nike, Starbucks and Target are just a few of the most obvious and most well know companies and logos. And why is that? Because they have simple, easy-to-recognize and easy-to- remember logos (oh yeah, having great products doesn?t hurt either).

So when you need a new logo, or possibly a logo redesign, keep this in mind: Less is more. Simple is the key.Simple makes your logo easy to remember. Simple makes your brand easy to recognize. After all, isn?t that what you want for your brand?

If you are in the market for a new logo, or if you have any other print or web design need, visit our web site to find out more about what we can do for you.

(2) Comments   |   Filed Under: Graphic Design, Illustration, Logos    Tags: , ,