What Should I Keep in Mind About Logo Designs?

A logo is a graphic, usually made up of a name and an image, which is used to identify a business. The purpose it to create a visual recognition of a business name, much like you might associate a catch jingle or slogan with a particular business. Ideally, a logo will be unique, memorable and eye-catching. It should look good in many different sizes and contexts (from business cards to large posters).

The best logos are simple. This idea cannot be understated, as it is often overlooked. In this regard, it may be easier to say what a good logo is NOT. Photographs or complex illustrated scenes may make great t-shirt designs, fliers, or website splash pages, but they do not make good logos. Logos should contain no more than two different fonts, and should not contain long phrases of text. Colors should usually be limited to as few shades as necessary (this is of specific importance in the printing process).

A logo does not (and really should not) have to convey every aspect or service provided by a business. That’s what fliers and websites are for. Logos are meant to convey only a general impression as part of a larger collection of coordinated marketing materials, which may include business cards, custom stationary, fliers & brochures, websites, car magnets and t-shirts (all of which Worlds by Design can design for you).

Examples

An Appropriate Logo Design: The business name set in 2 contrasting fonts, against a blue, stylized paw print.

An Inappropriate Logo Design: The business name, slogan and phone number set in 2 contrasting fonts, against a stylized paw print in a rainbow gradient. Reason: This logo has too much text and a rainbow gradient will use too many colors for most applications of the logo.

An Appropriate Logo Design: The business name in red and black, set in a single font, next to an illustrated dog head.

An Inappropriate Logo Design: The business name in red and black with 4 fonts, next to the color photo of a dog. Reason: Photos do not make good logos, and there are too many fonts.

An Appropriate Logo Design: The business name and an illustrated cat and dog, each set in a different color.

An Inappropriate Logo Design: The business name, a list of 5 services and the web address, underneath a drawing of a cat, dog, bird and fish in front of a house. Reason: The logo has too much text and the illustration is also too detailed. At smaller sizes, it will be difficult to make out the details of the logo.