Simple Logo Design

As discussed in a previous article, it’s important to keep design simple. When looking at a logo, a logo needs to tell your company’s culture and meaning in a clear and simple manner.

How to Make a Simple Logo

Simple logos have reduced elements. This means that there are fewer colors, fewer variations in text, and fewer variations in shape.

If we were to take a look at FedEx’s logo, we can see that it’s fairly minimal. There’s the basic text “FedEx” in two colors, which alternate depending on the department of FedEX. Express is with orange, green is for ground, etc.

Simple, clean, and negative space

One of the biggest elements about FedEX is the use of negative space. In between the “E” and “x” is an arrow. Even if you weren’t cognizant in noticing it, the idea of movement gets planted in your head.

The Meaning of a Logo

If we were to continue to look at FedEx, we can tell that they are clean and simple. They only alternate between two colors, one choice of text, and when used in other locations, there’s plenty of space around them.

The cleanliness of the design creates a professional atmosphere. When you work with FedEX, they aren’t messy, and I have yet to come across a messy FedEX store. The arrow tells sub-or-otherwise-consciously that they move.

Font Choice

It’s very important to pick a font that matches your company’s description and industry. A daycare may not want to use a fun sans-serif font as opposed to a serif font.

Game of Thrones Logo
Not a good text for a Daycare unless it’s Game of Thrones themed, which would make me question that daycare.

Using a serif font may make it too formal and too serious; whereas, daycares are supposed to be light and fun.

Do I Need an Icon?

When looking at famous logos, we see many that have icons – something they can use without the text. Pepsi has their red white and blue circle, Apple has their now silver apple, Chanel has the linked C’s, Facebook is a blue block with an “f” in it, etc. They can use these icons without having any text next to it, and we recognize the brand because of mass circulation.

Icons are not necessary, however. FedEx’s logo is their icon. Google is similar as well as Lego.

If you do plan on using an icon, keep most of the design elements within the icon and use a single style font face for your text.

Apple’s silver apple is metallic with some beveling. Their text however is a simple modified Myriad Pro. Pepsi’s logo is the same style: icon with multiple design elements and a single font.

What an Icon Can Mean

The design into each icon is astounding, however. The synethetic silver of Apple’s logo makes it feel futurisitic in something we can understand. It calls both upon Newton’s Apple changing and revolutionizing physics and Adam and Eve who bit into the Apple for knowledge.

Pepsi’s logo houses the American flag colors because of it’s national support in World War II. According to the designers, the circle also means Feng-Shui, the theory of relativity, and more. That may be too much to represent in a logo, but Pepsi has always wanted to be the all-encompassing and modern soda.

Simple Logo Design

If you look back on the logos you remember through the years, think about how they present themselves. You will find that they aren’t overburdened with design elements and are memorable because of their simplicity.

Simple Web Design is Always Better

This article will focus on web design, although much of the discussion applies to other types of design.

When handling design, my two tenets are: functionality and simplicity.

All Design is for Functionality

Design only exists because there is functionality behind the design. When we remember that functionality, we can create better design that helps people understand its use. This applies to projects, products, and all manners of design.
Interior Design to Web Design

A Empty Room Has No Functionality

Let’s take for example interior design. If we were to stand in an empty living room, it wouldn’t be a living room. It would be an empty room. The potential is limitless because we have yet to apply functionality. If we were to add in two desks and two chairs at the center of the room, we have created an office space. But if we added in a couch, a coffee table, and a television instead, we have created our living room.

The same goes for functionality on a website. When designing a website, it’s important to consider its functionality and goal. Most websites follow a very simple functionality: keep your user engaged. This engagement can lead to a form-fill or a potential purchase if you design your website well, which leads to…

Simple is Memorable

Websites only have 8 seconds to capture someone’s attention before they leave your site. This means that you have to make your design clear and concise, or as I call it – simple. Having the header, navigation, body, and footer clearly delineated helps the visitor easily navigate your site.

If we look back at our room example, if we had two desks, two chairs, two couches, a coffee table, and a television all put in the same room, we could consider this room storage. It’s hard to recognize what the functionality of the room is when there’s too much clutter.

The same goes for web design. If there’s too much information or too many options (20 navigation choices in the header is very daunting), then the visitor is most likely to leave because they won’t know what else to do.

Apply these tenets to web design and your clients will appreciate your work much more.

If you’re wondering how functionality and simplicity apply to logo design, that’s a discussion for another time.

Rebranding – Why I Did It and Why You May Want to Consider It

Creative Cube Company has been in business for a little more than a year now, and I chose to rebrand my site.

Beyond the design aesthetics of doing so, there are many reasons and ways to rebrand your business.

What is Rebranding

Rebranding is a change in your company’s marketing. You are marketing your business in a way that you haven’t done before. Another way to put it is that when clients and leads look at your business after a rebrand, you’re giving them an opportunity to see you in a new perspective.

This new perspective can be:

  • A new product or service
  • A major change in products or services
  • A change in target demographic
  • An update on your company’s success

In doing so, you give clients and leads a new reason to work with you.

What Pieces to Rebrand

Different pieces of your business’ marketing strategy can be rebranded.

old and new yahoo logos
From naldzgraphics.net
  • You can alter your logo to show how much your company has changed (ex: Yahoo has redesigned their logo this year).
  • You can alter your website (ex: what I did with creativecubecompany.com / salesforce has changed its website at least 3 times in the last year and a half)
  • You can update your marketing material design.

There’s many more, but they all have to have a reason for rebranding.

Why Rebrand?

The reason I rebranded was to show that in such a difficult business climate, my business not only has survived its first year but also thrived in it. It’s important to show clients and leads how your business is doing.

Others may want to give clients and leads a new reason to work with them.

  • Rebranding Sounds Great, Why Wouldn’t I Do It?
  • Rebranding takes lots of time to change your materials. It is expensive, and it could take a long time. Here’s a list of reasons not to rebrand and why.

    • For the sake of rebranding: unless there’s a significant update in your company, rebranding just to give yourself a new look (without some milestone) is expensive and may not work with customers.
    • For SEO: Your website will most likely suffer from SEO during the rebrand. You will need to rewrite the content and Search Engines will need to re-index your webpgage.
    • For a minor product change: In adding a new product, there’s no need to rebrand. A small update to the website will be more than enough. Major changes and complete overhauls to your product line would be a good reason to rebrand.
    • Adding a new demographic: Same as above. Unless you completely changed who the product is designed for, there’s no need to rebrand.

    As always, if you have any questions or concerns, feel free to contact me at jon@creativecubecompany.com