Logo Rants & Raves
Logo Rants & Raves will be an ongoing project on We Design and Conquer where we feature both the glorious and hideous sides of logo design, everything from smile inducing gems to "the others" which make us cringe at their very mention. We will feature logos from both action sports / youth culture and the world beyond.
Valhalla's 6 quick and easy rules for successful logo design.
1) Logo should be unique to the brand.
The logo should create an instant, genuine association with the brand. Inspiration from other logos and trends will surely happen, but for a logo to be successful there should be no possibility of confusion with another brand's logo.
2) The logo should work at any size & distance.
It MUST be scalable; large, small, three inches from your face or 500yds away - people should be able to easily distinguish the logo and associate it with the brand immediately.
3) It should look good in a single color or with no color at all.
It's tough to debate the impact of an outstanding single color logo. Even if it can be printed in 4 color process with 14 spot colors, a successful logo must work in one single color - whether that be a branded color or black & white. The Golden Arches are a perfect example, the logo is instantly associated with McDonald's whether they are in the branded gold color, black & white or a shade of grey.
4) KISS - Keep it Simple, Stupid.
No need to overdue anything, less is more.
5) Logo should be visually balanced.
Visually lopsided anything are bad, . If a logo has visually "heavy" side, there must be a counterbalance. Balanced doesn't have to mean symmetrical - the Nike Swoosh is very well balanced yet far from from symmetrical.
6) It must be translatable to vector.
There's no way around this one, if your logo can't translate to vector (ie: adobe illustrator) - it's not a logo, it's a pretty picture.
Coming from an Action Sports / Youth Culture / DIY background, having a logo which can easily translate into a stencil is a good thing. Kids are going to make a stencil out of the logo anyways, it's beneficial to have it be easy to recreate since they're essentially going to be members of a brand's street team.