There is power in simplicity. Logos that are overly complex or over stylized are often forgotten. I realize that this is easier said than done. After reading my first note on individuality, it can be hard to imagine successfully balancing being unique and maintaining a simplistic feel. When I design logos, like the one above, I begin with a starting logo and then edit down to its simplest version. Logos don’t necessarily need a lot of bells and whistles to stand out when there is a strong concept and a recognizable mark. In this Brown and Gold logo, we were able to strike the balance between individuality and simplicity by creating our own unique B in clear and strong, red lines.

Like great leaders, great logos last. In my line of work, the Gap logo redesign flop of 2010 is brought up often and many other large companies have logo redesign failures of their own each year. When designing your logo, take a lesson from these large companies’ redesign failures and aim for a design that will stand the test of time and then stick by it! I design timeless logos by avoiding all logo trends and staying in the elegant and professional camp. As you can see here with Green Financial Planning, we were unique by avoiding the usual dollar images that are associated with the color green in the advisory industry, simply by designing a tilted G, and timeless in our straightforward color choice and elegant layout.

This tip is two-fold. Your logo needs to reproduce at a variety of different sizes and resolutions while maintaining consistency. This may include business cards, websites, TV ads, billboards, social media channels, mobile phones and more. Creating an adaptable logo goes beyond having the correct file type that can be made smaller and larger without losing its quality; it’s more of a question of if the shape, color scheme and layout of the logo looks appealing and consistent in all sizes and placements. For example, with WealthKeel LLC, we designed the logo to work in a variety of placements – on a white background, a colored background, a cellphone, online, and in print. It’s important that you keep consistency across all mediums at the forefront of your mind when designing. It greatly helps to try out different placements and backgrounds before settling in on your final version.

Last, your logo must convey your message. Logo designers are trained to graphically depict your values, mission, and approach to business, and this is why I encourage you to work with professional. I teach my students about color psychology and interpretation (how certain colors effect people), how the mind responds to certain imagery and layouts, where the eye is drawn to upon the first glance of a graphic, and many other graphic design theories that non-professional designers may not even know exist. A trained graphic designer will begin the engagement by discussing your mission, values and most importantly how you want others to interpret your brand and feel after first meeting you. In our initial logo design meeting with Wealthkeel we discussed that their unique name, which alludes to the keel of a ship, giving the vessel stability and direction. To highlight that concept, we created the keel (which is often a blade below the hull of the ship) from the negative space within the ‘k’ as a subtle cue to the company’s creative title.