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Logo Design: Some tips and tricks

Knowing your client and their needs is very important for designing a memorable logo that communicates effectively. Designing a logo is a complex task that involves brainstorming and rough sketching. For this drawing skills are not so important, but the primary goal is to sketch out all of the ideas that come to mind; nothing is off limits.

Logos should be built from type alone and send straightforward messages. The Procter & Gamble logo has had a controversial history; therefore, then the company developed a new logo that is compromised of type only. We can see some other logos are illustrative such as Quaker Oats or Aunt Jemima. Finally, so many logos use negative space within the design to send a separate message. For example, the Big Ten logo has the number 11 situated within the negative space.

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The Big Ten logo uses negative space to enhance its message

The best logos follow the guidelines to reach the result and include the following.

1. Make it simple as possible

Some of the best logos are having a simple designs that effectively communicate the message to the consumer. We can see some examples like, the Nike, Apple, Shell and WWF logos, who all use to-the-point visuals to signify their brand.

2. Keep it relevant

Identify the business, incorporate tradition, and avoid going behind trends. Trends usually are short-lived and a logo must have an element of longevity. Also, always make sure that the logo catches the eye of the client’s audience.

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The new pepsi logo came in for criticism due to lack of relevance.

3. Give it a different look and make it memorable

An important question to consider is that what differentiates the business from competitors. How will the logo look like in a reduced size? When reduced, complex designs may lose its visual integrity. Make sure that the colours compliment the message, and remember it has to be able to work in grayscale also.

4. Remain more focused

Working in black and white is incredibly helpful to to see the visual contrast of the design. Below given 13 logo examples that I believe nail many, if not all of these qualities…enjoy.

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The shipping giant FedEx logo appears as a simple type design; however, if we closely examine the negative space it is clear that this logo is unique. The negative space creates an arrow pointing to the right showing the company’s objective of moving forward and moving items around the world.


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The diesel carmaker has a deeper meaning for their logo other than the simply arranging the alphabets VW. These words are having a perfect meaning that represents the company ,“volk” means people and “wagen” means car.


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The online selling and shipping guru has a logo that appears very simple as well; however, the arrow points from A to Z. This marvellous technique symbolizes that the company sells everything from A to Z.


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The BMW Company built military planes during the war time. Their logo illustrates a plane’s propeller in motion. In addition, the colors in the logo are the national colors of Bavaria, which is now a part of Germany.


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The Nike swoosh is a worldwide known brand. Nike means Greek ‘goddess of victory’. Nike swoosh represents one of the wings the goddess uses to achieve it.

Domino’s Pizza

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The Domino’s Pizza’s logo appears as a drawing of the game piece with three dots placed randomly. The original plan for this logo was to place these dots for every store; however, the company stopped with the first three for now.

USA Network

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The USA Network has a very clean logo using type only; however, the designer has done it brilliantly by making the letter S with the negative space and by manipulating the letters U and A.

The Big Ten

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As mentioned previously, the NCAA’s Big Ten conference ran into a problem when they decided to add Penn State to the Conference. They did not want to change the name of one of the best known conferences in the country, also they wanted to acknowledge the addition of their eleventh member. They solved this by incorporating the numeral 11 into the negative space in the type.


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Toblerone is a very famous chocolate company in the world. They are based in Bern, Switzerland which is often called “The City of Bears.” They made homage to this by the mountain in their logo. The snow on the mountain’s face looks like the shape of an upright bear.

Sony Vaio

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Most of you people are familiar with the wavy logo they place on their beautiful laptops, but only few people really knows what it means. The “va” forms a wavy symbol to represent analog technology, and the “io” creates and 1 and a 0 to represent the composition of digital technology.

Milwaukee Brewers

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At first glance, the Brewers classic logo looks only like a baseball glove, but upon further examination you can see that it is an “m” and a “b” combined in such a way to make the glove representing the team name.


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Here is another logo that first appears like an elaborate type. But the two secret is in the middle of the word, that is two people dipping a chip into the bow that is the dot of the “i!”


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Everyone can understand that this logo is trying to show a peacock structure in it.When the logo was first created the six colored wings represents their six divisions: news, sports, entertainment, stations, productions and network. The bird’s head is pointing to the right to symbolize a company moving and looking forward.

Every logo mentioned above shares a common factor of designing with a relevant meaning behind. Even the simplest logo or a type-only logo you see has significant meaning. Some of the logo designs are more effective and iconic than others; however, every logo is an after result of several rough sketches and digital mock-ups as well.