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The 7 Principles of Great Logo Design

A business logo has a lot of power and carries great responsibility for a company. It is the representative of a business. Based on this graphic, people will make split decisions about doing business with your company. Paul Rand wrote, " If, in the business of communications, 'image is king,' the essence of this image, the logo, is the jewel in its crown." The design you choose to represent your brand matters.

Luckily, there are guiding principles your graphic designer will follow to ensure your logo represents your company exactly as you want it to. Each designer is different and some have more guiding principles than others, however, I find following these seven is more than sufficient in taking you where you want to go.

Simplicity: clean and uncluttered with the message of less is more. When it gets too complicated, people lose focus and move on.

Memorability: A person should be able to see and remember it. People don't always understand if it gets too fussy and stylized.

Originality: Know your competition and their logos. Copying them or having a symbol close to theirs may backfire and confuse people. If they have to think about it, they choose the one they know best and are most familiar with. Better to carve out your own niche.

Modern and Timeless: This one can be tough. The idea is to capture the relevance of today without getting bogged down in details. This will help it stay relevant for its entirety.

Balance: Principles of proportion and symmetry are important. People want to feel comforted when they see your logo, not confused.

Versatility: Make sure your logo is interesting and can be marketed in various ways, such as hats, pins, water bottles, banners, social media, and business cards. Make sure it looks good anywhere and you have various backgrounds (black and white minimum) and sizes.

A great logo will last the longevity of the company's life. It will have characteristics of timelessness and adaptability. Using these principles you can ensure your logo will be unique and effective at promoting brand identity for your business.

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