A logo can say more about your brand than a ten page biography. And in many cases, how it looks will directly impact a prospective client’s first impression of your business. So, when it comes to your logo, it’s important that it pushes all the right buttons.

The trick, of course, is knowing which buttons to press.

Here, then, are Red Square’s 3 principles of great logo design.

1. The flexible logo

Wherever your business goes, your logo goes. This means that it needs to look the part in any size and in any environment. Whether it’s on the side of a van, the top of a letter, or the bottom of a magazine ad. 

A surefire way of achieving flexibility in your logo design is by using only one or two colours. This minimises the amount of visual noise, and in doing so helps to keep your logo looking clean and attractive on a smaller scale.

The one/two colour rule is being utilised by many of the most famous and successful companies out there today. Coca-Cola, Nike, Apple, and Virgin are just a few examples. Here it is applied to my own work.

Remember: a logo should look as good on a billboard as it does on a smartphone screen. So make sure it’s optimised for both large and small scales.

2. A unique aesthetic

For a logo to really stick in people’s minds it needs to be one-of-a-kind. Something that couldn’t be mistaken for anything else. Think of the image that represents Shell. That bold red and yellow…shell. You could probably sketch it from memory. And if you saw it on a poster, just the symbol, you would know immediately who the company was.

Also note how the shell is highly stylised. They didn’t just use an image of a real shell. Instead they created a symbol that is extremely simple in its design, easy on the eye, and very recognisable. 

3. Relevance

Incorporating values into a logo is a powerful and effective method for gaining the trust of your customers. Use colours to portray emotions that fit your brand’s personality.

Shapes can also be utilised to communicate relevant characteristics. Circles project an aesthetic of care, friendship, support, unity, and community. Squares and rectangles represent reliability, strength, stability, and balance. Triangles equate to power (often associated with law, science, and religion). 

The trick, then, is not to overlook even the smallest detail. Remember that everything is relevant. From typography to shape, and from shape to colour.

Need a new logo for your business? Or just want to make sure you’re getting the most out of your current one? Why not get in touch to see how Red Square can help!