Keep It Simple Simpson

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Nowadays it seems we are increasingly faced with a daily bombardment of branding. Though we may cease to notice, advertisements are everywhere, most with a logo prominently featured. Keep this in mind when you think about the the quick glance the average viewer will afford your logo.


sim·plic·i·ty noun

The quality or condition of being easy to understand or do.

Merriam-Webster Dictionary

That being said, we must focus our attention on creating a logo that is visually succinct, relaying your brand to the world as efficiently as possible. Like FedEx’s famous arrow or Apple and its namesake, we want our logo to be simple but memorable, easily recognizable and instantly associated with your company. Remember, less is more and to achieve maximum impact, any unnecessary elements need to be stripped away.

The trick isn’t adding stuff, it’s taking away.

Mark Zuckerberg

This simplicity benefits we the logo owners as well. A logo with a more basic shape is more versatile. From a giant billboard to a tiny website browser icon, we need to be able to scale, crop and fit the logo to meet our many needs. An iconic logo should be still be impactful even when produced in black, and should be recognizable when depicted as small as one inch squared. A more focused design allows us to decorate and translate the logo in ways we might not be able to anticipate at the time of its creation.

Simple is as simple does.

Forrest Gump

The perfect level of simplicity exists in the area between over-worked and bland. When taken too far, a logo ceased to be simple and becomes boring or nondescript. There must be a level of clever with good logo design, otherwise we could all just type our name, click on helvetica and be done.

Why Simple Works

  • Simpler logo designs are easier to visually digest and retain.
  • They aid legibility at smaller sizes and in lower quality print environments.
  • Simple design allows any subtext or hidden elements to be more readily perceived.

Be Visually Concise

  • A logo doen’t have to depict what your company does or produces.
  • An iconic logo will have no more that one focal point or visual ‘trick’
  • It is said that a great logo must be simple enough to draw in pencil on a schoolbook cover.