HELP US, HELP YOU SERIES: Chapter 1: Logo: Part A

A logoless Company

As David Airey puts it in his book – Logo Design Love, “Anyone can design a logo, but not everyone can design the right logo”. Great logo design requires a complex mixture of design skills, creative theory and skillful application. Of course, logo design is just one small sub-set of branding, but the logo or brand mark remains the centerpiece of most branding schemes. A truly enviable iconic logo will be simple, relevant, enduring, distinctive, memorable, and adaptable.


Simple: Albert Einstein said it best, “If you can’t explain it simply, you don’t understand it well enough”. Simplicity helps a design to be more versatile, and it can be used across a wide range of media. Simplicity also makes your logo easily recognizable so it stands a greater chance of achieving a timeless, enduring quality.

Relevant: You want people to associate your logo with your company, therefore, it must be relevant to your target audience. Are you the owner of a cancer organization? No smiley face. Your design must be relevant to the industry, and the audience to which your are catering.

Enduring: Trends come and go. With visual identities, you do not want to invest a significant amount of time and money in a design that looks dated within a year or two.

Distinctive: A distinctive logo should be easily separated from your competition. How do you create a logo that’s unique? Focus on a design that’s recognizable through shape and color.

Memorable: What makes a logo sticky? A solid iconic design is one that people will remember after just one quick glance. Close your eyes now, and think about some logos that you remember.

Adaptable: Your logo should ideally work at a minimum of around one inch in size without any loss of detail so that it can be used for many different applications.

HELP US, HELP YOU SERIES: Chapter 1: Logo: Part A