Four Principles of Logo Design


 

 

Important Considerations for Your New Logo Design

When you delve into logo design do’s and don’ts, you need to take a step back and review some of the cardinal rules laid down by David Mackenzie Ogilvy, who is widely considered the “Father of Advertising.” After all, the primary function of a logo is to advertise your company. So, let’s take a look at Mr. Ogilvy’s four basic principles for advertising.

Mr. Ogilvy applied the following four principles to everything he did in his advertising business:

  • Research – Due to his background in research, he always emphasized the importance of research in advertising. In 1952, when he opened his own agency, he gave himself the title of Research Director. Read more about logo design research here.
     
  • Professional Discipline – “I prefer the discipline of knowledge to the chaos of ignorance.” He cataloged much of his knowledge into slide and film presentations that he called Magic Lanterns. He also created and taught several training programs for new advertising professionals. Read more about professional discipline here.
     
  • Creative Brilliance – A strong emphasis on the “BIG IDEA.”
     
  • Results for Clients – “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create” is one of his famous quotes.

So, if we’re going to apply these principles to logo design; where does it take us? Let’s examine each of his principles and see how it can help in the proper design of a logo.

Research.

If you are going to create a way to brand your product or business, you need to know everything possible about your competitors. Who’s out there? What do they look like? How recognizable is your competition? How do you move past them? Find out what they are doing right and do it better. This applies to designing your logo. You don’t want to create a logo that looks remotely similar to your competitors. Figure out a way to set yourself apart. Continue reading about logo design research here.

Professional Discipline.

Knowledge. This is the direct result of research. Once you have your research in hand, consider yourself ‘armed and dangerous.’ Apply what you have learned. Why does brand X’s logo work so well? Simplicity is usually what reigns supreme in this category. A swoosh, golden arches, and an apple. Who are these companies? You know their names (Nike, McDonalds and Apple). They are worldwide, powerhouse corporations with really simple logos. Sticking to the basics in logo design is critical. Take your own survey with people you know. Ask them to give you a list of the top 10 logos that they can think of quickly. When they are done, take a look at their list. Chances are most of the companies they list will have simple, yet extremely effective, logo designs. Continue reading about professional discipline here.

Creative Brilliance.

Just because the emphasis is on keeping your logo design simple doesn’t mean it has to boring or plain. Ogilvy’s emphasis on the ‘Big Idea’ doesn’t mean complexity. What do the logos look like for the top ten companies listed on the Dow Jones Index or the S&P 500? Again, you will find simple, yet creative expressions of their company. Strive for the same in your own design!

Results for Clients.

While this principle mainly applies to the designer, it can cross over to you as the owner of the company too. What does your logo convey about your company? Does it pass on to your customers a feeling of assurance, quality, and permanence? What statement does your logo make to your customers? When they see your logo are they eager to be associated with your company? These questions all need to be factored into your design.

The image and branding columnist for Entrepreneur.com, John Williams has this to say in his article about logo design:

“Simplicity works. Your logo should be a clean symbol that’s easily reproducible. Stay away from logos that contain a lot of information, gradation or fine details; these will be more difficult for people to recall…”

“During the design process, remember that you want your logo to be an element that doesn’t change. It’s far easier to modify your marketing message than divert from an image that’s come to represent your company.”

His emphasis is on simplicity too. He also brings up another previously discussed point, which is permanence. Take the time to design a logo that will last. Again, think about the swoosh, the golden arches and the apple. While minute changes have been made to them over the years, they are still essentially the same logo that the company had since its inception.

When the time comes to create a logo for your company or newest product, one of the best choices you can make is to seek professional guidance. Hire a professional designer to work with you. It is well worth the expense to reap the benefits that a properly researched, well designed, simple, lasting logo will bring to your company.

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