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Keep it simple and versatile.

Simplicity makes your logo more readable, while versatility makes it more usable.

  • A simple images composed of neat geometric shapes and wide spacing allows our eyes to quickly record and decode the message the symbol sends.  Consider the simplicity of the letters in our alphabet.  
  • Versatility is achived when an image is scalable for use in a variety of spaces (on a label, t-shirt, or billboard).  

Test it.

  1. Print your design in a variety of sizes to see if it can be recognized.
  2. View your logo upside down and reflected backwards in a mirror.  Is it still recognizable?
  3. ​Strip down your design. Is it recognizable by symbol only? By text and color only?

Make it relevant and memorable.

Your branding should be relevant to your mission or message. Unique but simple images are more likely to invoke recall among your audience. 

  • ​Look for fresh but timeless images.  Unique images are easier to recall.  Avoid using imagery that is too cliche, too, trendy, and too prominent in other brand logos.
  • Too many elements can make recall more difficult. Blend elements through overlap or design lines to develop a single viewable image.

Understand your audience.

Knowing your audience will help you develop a brand that is targeted to their perceptions. The concept of rebellion will appeal more to a teen audience than a parent audience.

  • Consider age, gender, culture, and other social criteria when developing your brand.  
  • Develop credibility by association.  Focus on a specific audience.  Trying to sell to an audience that is too broad may weaken your credibility in all markets.

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