Your logo leads the horse (your audience) to water (your company). Logos are a point of identification; they’re the symbol that customers use to recognise your brand. Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your company does – and, more importantly, how it makes them feel.
Because a good logo is a visual, aesthetically pleasing element, it triggers positive recall about your brand that the name of your company alone might not.
Is Less More?
“Less is more” is probably the most well-known catchphrase of the minimalist movement. It was popularised by architect Ludwig Mies van der Rohe in describing the minimalist aesthetic.
In Logo design, less is more is achieved by using only elements that are necessary to a given design. Using less to achieve an effect that’s more than the sum of the design’s parts is the goal.
Creating A Timeless Brand
When crating a logo, it is important to use minimalism as and when you can. You need to create a timeless brand. Below is a list of 5 tips that can help you get started creating a timeless brand.
1. Avoid the band-wagon
If a design or style is ‘in the moment’, it is unlikely to be in the future. People want something that stands out. Yes, a trend is cool, but only for a short period of time.
Be honest and creative when crafting your brand identity.
2. Be unique
Similar to the point above. If you try too hard to be like everyone else, you won’t be able to define your own unique brand identity.
Find out what you are about as a company, your core values, and what you want to achieve, and then determine how you want to communicate to your target audience.
3. Define your brand
Timeless brands often share their passion with their audience. By knowing what your audience wants, you can cater to their needs and wants more effectively – strengthening your relationships.
4. Consistency. Consistency. Consistency.
Audiences think of your brand by first recalling your name and logo so remember to keep them consistent throughout your media.
Make sure your logo is distinct, easy to adapt across all media types and easily recallable.
5. Avoid being too descriptive
When launching your brand, stay away from a name or logo design that tries to describe everything that you do. Many start-ups tend to fall in this trap but adding a tagline along with their logo explaining everything they do. Keep it to your main point of sale.
If you cannot draw or you do not have the time to whittle a logo yourself, have a polite word with a freelancer; we are here to help. Book a call with me on my Get In Touch page and we can talk you through your options, no worries. I do not want to scare people off – design should be an open pursuit.