Logo Design Principles

The three rules of logo design

A logo is the symbol of a business - and the three rules that separate good logos from bad ones are simple, memorable and scalable. Apply these rules to every logo you design.

Simple

A customer should be able to draw your logo from memory after seeing it once. Complex illustrations, clip-art and too many details fail this test. One clear idea beats ten details.

Memorable

Memorable logos have one distinctive feature - a shape, a gap, a symbol - that you recognise instantly. Think of a swoosh, an apple, a target. Simple shapes with a clever twist are the most memorable.

Scalable

A logo must work from a 16px favicon to a 5-metre banner. Test yours at a tiny size: if the detail disappears or blurs, simplify. Logos are often built from a mark (icon) plus a wordmark (name).

Design process

1. Write a one-sentence description of the business
2. Sketch 5-10 quick ideas on paper
3. Build the best 2-3 in your design tool
4. Test each in black and white and at tiny sizes
5. Add colour only after the shape works

Tip: Colour should never be the only thing making a logo work. If a logo fails in black and white, the shape itself is weak.

Warning: Never copy or trace another company's logo, and avoid generic clip-art symbols - they are neither memorable nor professional.