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What Makes a Logo Timeless?

The Power of Colour

Colour has much emotion attached to it and always has an impact on the onlooker, that’s why we use it. It is because of this that we do not incorporate colour until the concept is flushed out. It is all too easy to become distracted by the “feeling” we get from the colours chosen and lose sight of whether the forms of the logo function. Colour is always included AFTER the logo forms generate the desired results.

Scalability

Scalability is another factor of versatility. If your logo mark becomes hard to decipher at smaller sizes, it’s not working very well.
The simplicity of your logo mark will have a direct affect on the scalability of it as well. If there is too much going on, you will start to loose the desired impact of your logo, which means it’s not working.

I heard someone say once that a successful logo is one that you can draw in the sand with a finger. Can you describe your logo easily? Evoke the K.I.S.S methodology: Keep it Simple Stupid. Leonardo Da Vinci once said “Simplicity is the ultimate sophistication.” We couldn’t agree more.

Timeless + Memorable

If your logo mark is successful in these areas, you have paved a road for it to become timeless + memorable.
Don’t jump on the trend band wagon! Trends in the design world come in as fast as they go out. If you are in it for the long haul, your logo mark needs to standout from the pack. A truly timeless logo will be effective, 10, 20 even 50 years from now. A great example of a timeless and memorable brand is Coca-Cola vs Pepsi. Coca Cola did little in changing their logo, the design simply didn’t require it. Whereas Pepsi underwent some dramatic changes during its lifetime and got alot of flack in the process.

Click the image to check the case study.

Appropriate.

Is your logo appropriate for your market? An insurance company or bank for example would not translate their brand well if they used bubble fonts and a rainbow colour palette would they? Not many would take them serious. The logo does not need to have visuals that describe what the company does either. All too often clients come in dead set on incorporating a particular industry element within their logo. It’s a moot point and will not make your logo more effective. If I say exotic car, which companies come to mind? I reckon Lamborghini, Ferrari + Porsche came up. No where in their logos do they have any sort of mark that represents a motor car but they don’t need it either. These brands all oooooze the feelings of performance, speed and adoration.


Or how about the big computer companies like Apple, Microsoft or IBM? Nope don’t see any computers here either. But you’re very much aware that they are in the computer + tech industry.


Paul Rand puts it well when he says: “It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes.” – IE your brand.

Some Interesting statistics on the worlds top 50 brands.

      • 94% of them DO NOT visually describe the function of the company.
      • 74% of them only use one colour (black and white are not colors and so would not be included)
      • 74% use letters only
      • 62% use one word only
      • 52% have 6 letters or less

So what makes a bad logo design? I am going to end off with a rather comical post that showcases a great collection of the some of the worst logos ever, enjoy!

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