9 Critical Things to Ensure Your Logo Is Designed Correctly

Creating a professional logo involves adhering to certain principles to ensure that the design effectively communicates the intended message and reflects the brand’s identity. Here are some key principles to consider when designing a professional logo. Creating a professional logo involves adhering to certain principles to ensure that the design effectively communicates the intended message and reflects the brand’s identity. Here are some key principles to consider when designing a professional logo

 

1. Simplicity and Versatility

• A simple logo is more memorable and versatile across various mediums
• Ensure the logo works well in various sizes and on different platforms (print, digital, graver, tampon printing, billboard, laser etc.).
• Test the logo in both colour and black-and-white versions
• The logo cannot consist of complex images, photos

Look at Barclays’ logo and how it has changed over time. The third version is the best.

Why? Let’s explain

Barclays logo designed in 1981

• Lack of simplicity – too many details, chaotic
• Lack of versatility – those detail will not be able to be transferred on certain mediums, such a laser on pens
• After scaling the smallest element cannot be recognised
• Cutting Plotter would die during process (joke) 😉

Barclays logo designed in 1999

• Lack of simplicity – too many details, chaotic
• Lack of versatility – those detail will not be able to be transferred on certain mediums, such a laser on pens
• After scaling the smallest element cannot be recognised
• Too complex image

Barclays logo designed in 2022

• Perfect simplicity – Eagle still recognisable without any doubt
• Highly versatile – Can be printed and used at any possible medium
• Very easy and fast to cut the shape on the plotter
• Can be scaled to very small size and still everything remain recognisable

 

2. Scalability

• Ensure that the logo looks good and remains recognizable when scaled up or down to guarantee visibility and clarity.
• Remember the golden rule stating that the smallest element of the logo should not be smaller that 10% of the biggest one. With some minor exceptions that rule is always relevant.

Why is it important? Imagine now in practice. Your client is ordering 1000 fancy pens with logo printed with tampon technology. How on the earth it will be possible to make the smallest element visible if the entire logo is 6 mm long and your smallest element is 5% of it ? Make it well balanced. Look, for example at Amazon logo to see what I mean by very well designed logo that can be scaled without losing clarity.

3. Balance

Maintain a visual balance in the logo to ensure that no single element overpowers the others.
Balance contributes to the overall harmony of the design. Experiment with both symmetrical and asymmetrical logos. Symmetry conveys harmony and ultimate order, while asymmetry displays dynamism.

Look at Verizon’s logo and how it has changed over time. The third version is the best. However, while the second version was still in use, I had another idea for how to redesign it.

verizon 1st option – total lack of balance.

verizon 2nd option – better option regarding balance. However I would redesign it slightly to add more to simplicity

verizon 3rd option – The current logo. This is almost what I was thinking it should look like while the previous logo (2nd) was still in use…

 

I have never sent an offer to Verizon, but in 2023 my idea looked like this.

 

4. Memorability and Originality

Design a logo that is easy for people to remember. Create something distinguished. Avoid overly complex or intricate designs that may be difficult to recall.

Still wonder what kind of weed that team of designers were smoking while redesigning KRAFT logo 😉 Unbelievable. Look at this…

pre 2009 option – the best option. Kraft came back to this version after failed rebrand in 2009. This logo was used again from 2012 to 2024

2009 both versions

• Too complex to be memorable
• Too chaotic
• 0% usability
• Those detail will not be able to be transferred on certain mediums, such a laser on pens. After scaling the smallest element cannot be recognised

Below the current version introduced in 2015. Looks good as well

 

5. Timelessness

Aim for a design that will remain relevant and effective over time. Avoid using design elements that may quickly become outdated. For example technology icons, such as CD symbol, political symbols, social movement symbols etc. Although in this area you need show some insight.

The brands logo that have not change too much over long decades

• Coca-Cola
• Johnson&Johnson
• Boots
• American Red Cross
• Luis Vuitton
• Campbell’s
• Lindt
• General Electric

I would say it is partly because all these logos are based on very well designed lettering and almost no symbols. They are universal and timeless.

6. Relevance

Ensure the logo symbol and name is relevant for the intended audience and industry.

On the other hand don’t be too direct. If you make a logo for a medical tools supplier, do not include a syringe as a part of logo. It’s silly and might be confusing – avoid using clichés or generic symbols that may be associated with multiple brands.

So if you are manufacturing toilet seats, this is an example of a logo that I hope you will not go for hehe. I do not need to explain why

7. Appropriateness (Cultural Sensitivity)

• Consider cultural and social implications to avoid any unintended misinterpretations. For example certain colours have different interpretations across the world.
• Understand the psychological impact of shapes, symbols etc.

8. Typography

If your logo includes typography, pay attention to it. You can select standard fonts that are legible and align with the overall style of your design or you can create custom typography to add a unique style.

9. Legal Considerations

Check for trademark and copyright issues to avoid potential legal conflicts. Ensure that your logo is unique and doesn’t infringe on the intellectual property of others. Globally ? /* You made a good point. So Yes and No. It depends whether company wants to run a global business or stay only within the country. We have an international classification called The Nice Classification. We have also Intellectual Property Law etc. All regulate when you can or cannot use a particular name. I can mention about it here briefly, but will write a separate article about this */

Summary

Remember that a professional logo is a crucial part of a brand’s identity, and investing time and effort into its design is essential for long-term success.
Remember that well-established and widely recognised brands can sometimes extremely simplify its logo over time. Once a brand has achieved significant recognition and built a strong association with its logo, it may find that a simpler, more streamlined version of the logo is sufficient to maintain its brand identity. This is often referred to as the process of logo refinement or simplification. Look at companies like Apple, Nike etc.