The Power and Evolution of a Strong Logo
Filed under: Gaming & Technology
October 8, 2015
The mighty logo—the visual representation of a brand’s identity. It’s often the first connection a company has with its audience. A successful logo can elevate a company from common company to top-of-mind awareness.
This year, several global companies have updated their logos, resulting in both commendations and criticism. The trend is toward simplicity, with the sans-serif font reigning as king.
When Google unveiled its new “geometric sans-sarif” logo in September 2015, the company chose to keep it basic—in the same vein as its “strikingly simple homepage.” The company explains the logo evolution in an online case study, stating, “the Google logo has always had a simple, friendly, and approachable style. We wanted to retain these qualities by combining the mathematical purity of geometric forms with the childlike simplicity of schoolbook letter printing.”
Google’s rationale rings true in the industry, according to Brittany Giles. “I have a secret crush on the new Google logo,” she quips. Brittany, who in 2013 earned an Associate in Applied Science in Graphic Design from The Art Institute of New York City, agrees that “a strong logo should be simple, bold, and only slightly, yet obviously, conceptual.”
As a graphic designer for Diamond Lighthouse in New York City, Brittany creates social media and web advertising, user experience design, and print materials. She believes that simplified logos are a direct result of our digital, web-based world—and our need to gain information quickly before interest wanes.
“With everything gaining momentum in the [online] world, I think it's very important that companies continue to simplify their branding to reach to the broader audiences that are quickly losing attention span.”
She points out both the Google and Nike logos as examples of design work that will stand the test of time. “No matter where the Nike brand goes, the infamous swoosh follows and is always super recognizable.” Nearly three generations have grown up with the Nike swoosh. It was created in 1971 by designer Carolyn Davidson.
Brittany strongly recommends that designers look to the future when creating or updating a logo. “Don’t design based on logo trends. A timeless logo design says a lot about a company. Use a minimal color palette and stick to recognizable and/or bold shapes.”
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