Browse our gallery. You’ll find a range of some of the logos we have created for our clients. If you need a new or refreshed logo, or if you need your logo on business cards, letterhead, signage or other products, let's talk.
What are the elements of a successful logo?
An effective logo is distinctive, appropriate, practical, graphic, and conveys an intended message. In its simplest form, a logo identifies a brand, but to do this effectively, it must follow basic principles of logo design:
A logo must be simple. A simple logo design is easily recognized, versatile and memorable.
A simple design can be surprisingly effective in conveying the client message. Effective logos feature something unexpected or unique without being overdrawn. A refined and distilled identity will also catch the attention of a viewer zipping by signage at 60 miles an hour, in packaging on crowded store shelves, or in any other vehicle used to advertise, market or promote your brand.
A logo must be memorable. Following closely behind the principle of simplicity is to be memorable. An effective logo design should be noteworthy, and this is achieved by creating a simple yet appropriate logo.
A logo must be enduring. An effective logo should endure the test of time. The logo should be “future proof,” meaning that it should still be effective in 10 or 20 years. Many businesses from Pepsi to McDonald’s update their existing logos on a consistent basis. But a strong logo is better updated than reinvented. If you do it right the first time, there’s no need to reinvent in the future. For example, take a look at this side-by-side comparison of the Pepsi and Coca Cola logos through the years.
Noted creative designer, David Airey, said of enduring logo design, “Leave trends to the fashion industry. Trends come and go, and when you’re talking about changing a pair of jeans or buying a new dress, that’s fine. But where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.”
A logo must be versatile. An effective logo should work across a variety of mediums and applications. Think about the multiple places your logo will live. You will use your logo in print ads, banner ads online, brochures, business cards, letterhead, signage and more. You’ll inevitably need to use your logo on something the size of a postage stamp or as large as a billboard. You’ll find reasons to print your logo in a single color (probably black), and print it in reverse. A versatile logo can effectively do all of these and still be recognizable and strong. All of this must be considered when designing and selecting the best logo for your business.
A logo must be appropriate. How you position the logo should be appropriate for its intended purpose. A logo doesn’t need to explicitly show what a business sells or offers as a service. Car logos don’t need to show cars. Computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle. The Ikea logo doesn’t feature furniture. A logo is purely for identification.