‘SMART’ logo design principles

Logo Geek
Logo Geek
Aug 23, 2015 · 6 min read
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  • Memorable
  • Appropriate
  • Resizable
  • Timeless

Simple

Logos that have stood the test of time, and that have been successful have been very simple — just look at identities such as Nike, Apple, IBM and Mcdonalds for proof of this. In fact, you will notice that all the top 100 most powerful brands have simple logos.

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Memorable

The company logo is the one component of a brand identity which is likely to be included on every business touch-point, therefor, you want people to remember it. Memorability is achieved through simplicity, as people remember simple shapes faster.

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Appropriate

A logo should be appropriate for its intended audience.

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Resizable

A business logo will be used in a number of different locations, from the side of a pen, to the side of a building – It needs to work effectively at both 10 millimeters and 10 meters. Go back to the top 100 brands, and you’ll notice that almost all of these are instantly recognizable at even the smallest sizes.

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Timeless

An effective logo should be timeless, and stand the test of time. How will the design look in 5, 10 or even 50 years? Avoid using logo design trends as they date quickly. David Airey, author of Logo Design Love makes a good point in his comment below:

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A few useful resources

Here’s a few useful resources I think you’ll enjoy from my partners (Note: These are affiliate links, so if you want to support me, check these out — I only recommend things I use, and buy myself)


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Logo Geek

Written by

Logo Geek

Logo Geek shares useful resources for designers who love logo design & branding. Managed by @ianpaget a designer of visual identities. Visit http://logogeek.uk

The Startup

Medium's largest active publication, followed by +681K people. Follow to join our community.

Logo Geek

Written by

Logo Geek

Logo Geek shares useful resources for designers who love logo design & branding. Managed by @ianpaget a designer of visual identities. Visit http://logogeek.uk

The Startup

Medium's largest active publication, followed by +681K people. Follow to join our community.