3 (or 6) Characteristics of a Winning Logo
SIMPLE / MEMORABLE
Very intricate and 3D-looking logos look great but a simple logo is best. Not only is a simple logo more memorable but it also looks good in color and positive/negative space. We avoid creating complicated, intricate logos because the fine details and text do not show up well when the logo is reduced to less than an inch (e.g. pen imprints). If it absolutely needs to be detailed with shades, shadows, and gradients, we create an alternative logo that can be used for smaller applications. Below is an example.
INTELLICHANGES, INC: Some elements had to be done in Photoshop but they were originally created in Illustrator so the logo can be scaled without losing its quality.
Full color on positive space
B/W logo on positive space
B/W logo on negative space
Logo text can be used for pens and other smaller imprints
MARION GRACE COTTAGE: It is quite detailed but we were still able to convert the logo to one color and create the logo text version for smaller promotional items.
TIMELESS / RELEVANT
We avoid creating trendy logos that will look outdated in a few years. Today’s trend is minimalism. Sure they are simple but they tend to be way too simple that the logo looks generic, lifeless, and characterless. With template-based logo makers and logo apps nowadays, there’s actually nothing utterly unique anymore but your logo should be relevant to what your company does and should mean something. It can even be personal so that you’re not fast to dispose it. If you choose to use a symbol found online, we try to modify to make it your own.
MINIMALISM: Today's trend (2017 - present) is minimalist style, not only in fashion and interior design but also in visual graphics. Below are examples of what could be the minimalist version of the colored logos, for comparison purposes. Which logo would you go with?
SCALABLE / VERSATILE
Simple logos are better because they are scalable and versatile enough. We make sure that there are 2 versions – horizontal and vertical. If there is a need for a logo to be created in Photoshop, we always design and develop in Illustrator first, in order to have a vector format. A logo should not only look good on the web but should be recognizable and legible in any type of material of any size using any kind of decoration or imprint method: metal (lapel pins, buttons), paper (business cards. stickers), rubber or plastic (stamps, keychains), fabric (embroidered patch, screenprint), just to name a few.
LYCEUM VILLAGE, JIM JEAN CHE, THE BEECHWOOD COTTAGE: Classic examples of scalable and versatile logos that can be used on any material without losing details.