Some of the most powerful logos are the most simplistic in nature. McDonalds, Apple, Nike, Coca-Cola are all worldwide brands that are recognized around the world. The execution of the brand message combined with the relative simplicity of the logo makes it easy to inhabit the consumer mind. The amount of people that have your logo memorized is an indication of your brand’s reach. (I touch on this in Episode 49 of my Instagram video series, Touch of Gold. Hehe. I see what I did there.)
I’m a fan of minimalistic logos that manage to convey a concept’s message with no filler. They are also easily reproduced on various products at various sizes. These logos can be more easily memorable and more subtle in communication. It doesn’t demand too much attention (or confusion) and acts as your stamp of authentication.
I find a certain elegance in logos that visually do less. Less is often times more. Even some sports franchises have simplified secondary logos/marks that you may see on their uniforms. They include them to make sure their overall brand identity has all the right tools in their toolbox.
“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
— Paul Rand
Logos that can be easily drawn from memory by your fans/customers can be easily shared with others. If you have done your due diligence to provide value, that logo will become a symbol of excellence. People will draw (with varying degrees of success, depending on their artistic talent level) your logo as they explain to someone else why your brand is quality. “When you see this, you’re in good hands.”
When Apple comes out with a new product, they put their logo on it for 2 reasons: (1) because it is their intellectual property and (2) so their positive brand equity extends to that new product. Before we even touch the product, we have a positive expectation because of what their stamp of approval represents. Our past experience is attached to the Apple logo which is now transferred to this new product.
The more simplistic logos also seem to more easily stand the test of time. The Dallas Cowboys franchise is the most valuable sports franchise in the United States (valued at over $3 billion) and their logo is a single star, which has remained relatively unchanged since 1964. None of the Top 10 most valuable brands in the world (according to Forbes) have logos that are overly complicated or trendy.
Do your research and know the market. Craft your mark to properly represent you with minimal extravagance. Build for the long haul and make sure your brand is efficient in all its endeavors.