Logo Design Elements
Logos surround us, competing for our attention. The most successful can become ingrained in our culture. Who sees a swoosh and doesn't think Nike? Who looks at golden arches and isn't instantly reminded of McDonald's? According to designer Jim Krause, a logo's fundamental goal is to communicate a message quickly, clearly and appropriately. But what makes a logo successful? Simple, clean logos do best, which is why mastering the basics of logo design--shape, color, typography, emphasis, alignment and white space--can take you far.
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Shape
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A logo often includes basic shapes or even simple lines. Jim Krause explains that designers often take "real world images" and break them down into simple geometric shapes to create an effective logo.
Color
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A dash of color can help a logo pop. But graphic designer David Airey warns that color should be a secondary consideration as a good design should look well in black and white.
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Typography
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Sometimes a logo can simply be the company's name. Choosing an appropriate font is vital, and legibility is key.
Emphasis
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If you have more than one element in your logo design, you must consider emphasis. One element of the design must be more highlighted than the other, otherwise the equal elements will compete for attention.
Alignment
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If you have multiple elements, you must also consider alignment. Pieces of the design should cleanly line up.
White Space
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Logo design also includes the space you are not using. You should not fill all the available space with the design. White space creates balance.
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