Every brand, company, or organization knows the importance of their logo. Good logo design, is of course, subjective to the viewer; however, its usability and practicality typically follow design standards that make it a stand against the vast ocean of logos out in the design world. A strong logo should not only convey visual interest but should also feel completely personalized to the brand it represents, be usable, accessible, and much more. 

Embody Emotion 

As the face of any brand, a distinctive logo is a top priority. However, a logo that can make your users feel something is an even greater goal. To calcify the epitome of your company into a graphical element, typography direction, or color choice, is a tricky feat. To further that mission through a human-centric lens adds yet another layer of complexity. The first step is understanding the brand’s story that the logo will represent. Designing contextually requires understanding the core story of the company, which is essential not only to inspire design but also to create something that feels authentic. In cases of a logo refresh, this understanding allows the opportunity to introduce new design elements that are already established, but in a new, modern way.

Person holds laptop while smiling at the screen.

Moreover, when it comes to emotion, design elements should be carefully selected depending on the brand itself. For example, sharp lines or geometric shapes evoke emotions of strength, confidence, and power, which could be attributed to industries such as fitness or technology. On the other hand, softer, curved lines are associated with comfort and organic qualities, which could be attributed to industries like hospitality or cosmetics.

For logos that lack graphical elements and instead simply feature their name, typography direction can also significantly influence emotion. Modern fonts suggest that your brand is elegant and classic, while Serif fonts can convey an established, traditional, and trustworthy feel. Sans Serif fonts, on the other hand, can evoke simplicity and approachability. Every design choice can elicit different, powerful emotions.

Make It Practical

That “ah-ha” moment when a logo design comes fully into creation can be amazing. However, examining its practicality is crucial. There are many perspectives to consider when designing a strong logo, including how it can be translated across different mediums. Assessing whether your logo is overly complicated is important; although many brands want to stand out amid the clamor of competition with a logo that feels unique, simplicity is often the better path to take. A complex logo may look amazing on desktop screens and at certain dimensions, but how will it fare universally? When scaled down for smaller screens or print, your logo could potentially lose finer details, resulting in a messy appearance. Therefore, adhering to simple shapes, clean lines, and minimalist elements, and designing your logo in vector format, allows for easy resizing without loss of quality. Test how it looks in black and white, how it scales, and how it appears across different media.

An abstract image of a computer and phone with colorful lines

Make It Distinctive, Not Obvious

Creating a logo that is both distinctive and subtly effective can be a balancing act. The goal is to make it memorable and unique without being overly literal or generic. Rather than using an obvious symbol like a fork for a restaurant, consider metaphors or abstract symbols that can represent the brand’s mission or values without being too on-the-nose. Symbols and metaphors can convey complex messages in a simple way. This also helps achieve a distinctive look and feel for the logo and ensures it is future-proof.

Keep It Timeless

Logos that are timeless and easily recognizable often owe their longevity to timeless design. Trends come and go, and what is popular today may become irrelevant tomorrow. Therefore, when curating a logo design, avoid using elements that are clearly tied to current trends. It is best to design with the ethos and connotations of the company in mind, rather than chase trendy design elements. You can create a modern design without sacrificing the timelessness of a logo.