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We are surrounded by logos. They’re all around us – all the time. They are visual reminders that signal us to recall a company or product and truly come to symbolize a brand and its identity. As I write this I am looking at an “Acer” screen, there’s a “Linksys” phone to my left and my pen is letting me know it’s a “Sharpie”. Everywhere you look, there are logos. Unless you’re in the wilderness I suppose.

The thing is, there are great logo designs that stand up to the test of time and then there’s everything else. An effective logo is distinctive, simple in form, appropriate and conveys its intended message. A good logo design follows these basic principles:

  • A logo must be memorable
  • A logo must be enduring
  • A logo must be versatile to work across a variety of mediums and applications
  • A logo must be simple. Simple logo design allows for easy recognition which also makes it more versatile and memorable.
  • An effective logo should endure the test of time (think of Coca-Cola or the Mac apple). But, that doesn’t mean it will last in its original form forever...

In fact, many recognizable and famous logos have evolved with the times. It’s interesting to note that most also retain some timeless brand element that carries over in each version of the logo. With mediums evolving from print through to web and everything in between, it makes sense that these famous brands would adapt and evolve accordingly.  

That said take a look at some of the greats. Notice how they follow the principles of great logo design:

Evolution of a Logo
 

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