Stay simple and timeless
Don’t be confused. Yes, you do have to follow the trends and leave the past behind, but the logo must also stand the test of time. How do you think McDonalds or Nike became compelling brands with very iconic logos? Simple: they kept it simple.
Small brands normally don’t get this. They usually overdo their logos, thinking that the more intricate and complicated the logo, the better.
On the other hand, Nike uses a very easy-to-read sans serif font with an extremely basic shape for a logo – a check. McDonald’s literally just used the first letter of its name. Apple has an apple in its logo. Microsoft just spells out its name beside four colored boxes.
As you may have noticed, the best, long-standing brands have very simple logos. People from the past, the present, and most probably even from the future can easily understand and remember what these logos represent. That’s what effective logos do.
How do we converge this with the “follow the trend” idea? Easy. You may use a 3-dimensional logo now, but if future trends demand it, you can transform your logo into a 2-dimensional one while maintaining its essence? This concept is called flexibility.
Make it flexible
Flexibility is being able to adapt to changes. Your design ought to be adaptable enough to change with the tides without losing its identity.
You can also apply flexibility in terms of usage. For example, the Facebook logo is just an F, but you know it is the Facebook logo once you see it. Even if its color changes from blue to light blue to white, people can quickly identify where it’s from. That’s a flexible logo. Because a white logo can’t be placed in a white background, and vice versa, there are times when you have to change the color or shape or size of your logo. Do you think your logo can handle the change? If yes, then you’ve got yourself a flexible logo.
Follow the basic art elements
Art elements such as colors and lines are crucial. You may want to do extra research on this. Certain elements communicate specific messages, and if you chose them wrongly, your logo would not be as effective as you want it to be.
Lines are simple. Vertical means power and diagonal indicates movement.
Colors are powerful. If your company identity is a humanitarian type, you may want to use greens and blues. If you are more of an active powerhouse, try reds. If you are friendly and joyful, go for oranges and yellows.
Art elements communicate. You can either use them to your advantage or ignore them and fail to make a good logo entirely.
In making a company logo, you must understand first the gravity of it. A few tips will guide you in making satisfactory results, but the respect and commitment to the company’s brand and what it stands for are the forces that will lead you to create an effective, communicating, and powerful logo.