First, understand that a logo is not a font. It’s not a photo, either. A logo is a combination of font and photo elements, created with a sole purpose: to present the brand’s ideas, ideologies and “feeling.” Unfortunately, too many businesses use low-resolution imagery to get the point across. Even if a logo is tight, it isn’t necessarily “breaking through” to people.
Let’s look at Coca Cola’s classic logo—which it has used since 1887. More importantly: Check out how much it’s changed throughout the years. It’s important to avoid visual biases, copyright infringement and over-complicated information. A brand’s logo needs to be short, sweet and to the point to gain traction and convert customers. Thus, avoid the following:
- Highly contrasting logo colors
- Small, illegible logo text
- Overuse of swooshes
- Overuse of shadows or standard effects
Legibility spans across a brand’s introduction, fonts, scripts and headlines. Regardless of a text’s placement, it needs to be legible to promote conciseness. For this reason, it’s a good idea to use restrictions similar to those found in our style guide. Consider canned effects, like faux embossing and drop shadows, to be highly limited. Unfortunately, too many brands overindulge in these—creating overcomplicated, and even clumsy, logos.