Brand design experts know there are a number of qualities that all effective logos have, and among those qualities is clarity. Those brand design professionals also know that clarity is accomplished, in large part, through design simplicity.
Your logo is the face of your brand. As you build brand awareness with logo-accompanied experiences, consumers will begin to make valuable associations between your logo and your brand. A logo that is complicated in design can make it difficult for people to create those associations.
Of course, even the most experienced brand design expert recognises that uniqueness can easily be misinterpreted as complicated. In truth, it can be far more difficult to create a unique logo design that is simple. For that reason, amateur brand designers often resort to complexity.
The Basic Logo = Good Brand Design
Consider these logo designs. They have not only been successful, they are highly simplistic and indicative of their brands’ qualities…and therefore, have been effective in helping to build their brands’ identities:
Simple Logos Make Lasting Impressions
What would be easier to memorise? A lengthy paragraph filled with run-on sentences and obscure words, or a single, direct statement made up of all facts and no fluff? Your answer matters because you're asking your ideal customers to remember your brand logo. A simple logo is not only easier to absorb and understand, it's easier to recall when they see it again. It's easier to associate with positive experiences because it triggers crucial memory centres in the brain, rather than confusing the brain with unclear messages, or overloading it with too many messages.
At first, it might seem like simple logos are "too easy" for graphic designers to create. Are you really getting your money's worth?
Actually, it's more difficult to create simple logos, and here's why:
The brand's message, story, promise, mission, vision and values must be defined, clear and in-place before any logo design begins. Then, the logo designer must express all of those things with colour, lines, shapes and fonts...whilst keep the visual brand identity simplistic. Just like it's easier to write a 1000-word essay than it is to condense it down to 200 words, a simple logo can require more work than a complicated one.
Now, How to Build a Brand would like to highlight eight specific benefits of simplistic logo design:
- Clarity of Message: A busy logo design’s message is convoluted. Consumers may associate your brand with the logo, but if the logo’s support of your brand is uncertain, you could be sabotaging your brand design efforts. Keep your logo simple, but targeted, and the message will be clear, concise, and taken as you’ve given it.
- Recall: Is it easier to remember one sentence or one paragraph? Of course, you can commit a smaller amount of information to memory more easily than a large amount. A complicated logo design is filled with information, making it very difficult for the average consumer to commit to memory.
- Explicable: If your logo design is simple enough to easily commit to memory, then people who have been impressed by your brand can describe your logo to others who might be interested (e.g. “It’s the restaurant on the right with the big yellow M out front”).
- Recognisable: A simple logo is recognised from the corner of your eye, whilst a complicated one may require some examination. The purpose of a logo is to bring a particular brand to mind immediately – the quicker and simpler the process, the better.
- Prompt Emotional Reactions: When a logo is viewed, all the emotions that a brand elicits should come bubbling to the surface. If your logo is simplistic in design, this uniquely human marketing process will operate more efficiently. If a logo design is complicated, cognition will overpower emotion.
- Convertible across All Media: As any brand design expert will attest, simple logo design is easier to publish across different media, including print, web, stamps, embroidery, signs, transfers, promotional gifts, etc.
- Difficult to Counterfeit: When a logo is comprised of only a few colours and details, competitors (who are interested in stealing your brand’s status and followers) are less likely to try to copy it. You see, if a logo is complicated, a few details can be changed and then the logo can be used by another brand. These changes can be subtle, thanks to the complexity of the design, and consumers may make decisions that favour your competitor, based on the reputation your brand has built for itself. Depending on the extent of the changes, copyright infringement may or may not apply.
- Scalable: When a brand design professional creates a simplistic logo design, it can be easily enlarged and shrunken. A complex design will lose details when reduced, causing visibility problems in a number of applications.
In conclusion, a simple logo design does not equate to a simplistic business model or brand message; to the contrary, it indicates a keen awareness of a logo’s purpose and your ideal clients’ needs. Remember, in the realm of brand design, beauty does not equate to effectiveness; complexity does not equate to distinctiveness.
So, what do you say we get back to the basics of brand design by recognising the need for simplistic logo design? Brand designers of yesteryear understood, and so do the brand design professionals at How to Build a Brand. Please like, comment below and share our content. The more you comment and share our content with others, the more we'll create for you!