Business logo

How To Make A Professional Business Logo – 27 Graphic Designers Share Their Tips

A professional business logo is essential for any company. When somebody opens a website, it takes 3 seconds for that person to make an impression. Everything matters: the loading speed, the quality of the design and how easy is to understand for which target audience was the site created and what it has to offer.

If the site doesn’t pass these tests, the visitor won’t give it a chance to read your content. The logo is the element that represents the business visually, its name and purpose. Think of Mcdonald’s, Coca-Cola, Nike, Google – they all have logos that come to your mind immediately. Consistency is important, having a clear well-done logo that you can print it on business cards, t-shirts, flyers, and other materials offline and online.

That’s why is important to get a professional logo right from the beginning. You don’t want to start with a cheap logo and then change it again and again as your business grows.

You need a logo that sticks to your readers’ minds, which they will easily recognise on social media and other platforms, and associate it with your brand and business.

Need a professional logo for your business? 99designs is rated #1 on our list. Check it out.

We understand the value of a professional business logo so we reached out to 27 graphic designers and marketing experts and asked them:

How to come up with a logo idea that’s a great fit for a business brand in 2019?

We receive amazing answers that approach different perspectives and the elements necessary for a beautiful logo that converts readers into customers. Without further introduction, let’s see what the experts had to say.

Jacob Cass

Developing a logo should be done in accordance to a design brief that you define with your client.

Start by asking the right questions, to find out what is right for their brand and business goals, as this will give you the metrics to define success of it being “a great fit” for their business.

For example, if the logo is for a premium luxury brand, the overall feel of the logo should evoke this… or maybe not, depending on what you’re trying to achieve.

Audrey Strasenburgh

Businesses in 2019 need to be agile in order to stay ahead of competitors. Logo designs should match this mentality; the design should be able to adapt to any branding situation. Designing a logo that works across a multitude of mediums is what’s going to give your brand continuity and strength.

Minimalist logo designs, wordmark logos, and hand-drawn or sketched logos are going to be popular styles this year as they are easy to implement across websites, social media channels, promotional products, and print advertisements. Just remember to use plenty of negative space and clean lines

To come up with a clever and unique logo idea, try to incorporate elements of your town or city into the design.

For instance, if you plan on opening a brewery in an old mill town, consider including imagery associated with milling, grain, or farming. Including aspects of your locale within the logo design will help customers easily recognize and relate to your business in 2019.

If your thought process and design process is strong, your logo usually follows suit. A logo, if designed well, can be timeless – and that should always be the goal when creating a logo.

That said, the most important thing is to understand your competition and their logos before you start designing. I think it’s really important to study the logos of successful companies and competitors within the market you’re designing for.

Doing so allows you to find patterns in the font types, colors, shapes, and illustrations that are commonly used by the business competition and will provide you with a foundation to build upon. This is key information for your logo design because it gives you the ability to create a logo that will stand out from the rest.

Mark Crowell

Coming up with a logo idea for your business can be a challenge. But if you follow these steps, it will make the process much better.

  1. Know your audience
    Do your research and figure out who your target audience is for your business. It’s important to clearly understand this before you start to design a logo. For example, if your audience is older don’t use bright colors or child like fonts.
  2. Colors
    Make sure you clearly understand what colors will work for your brand. Your brand colors will need to work across all the different platforms such as social media, website, print materials.
  3. Pinterest
    When we work with a new client for our brand/logo services we ask them to create an inspiration board on Pinterest. During our kick off meeting we will go over their inspiration board as inspiration for how we will design their brand and logo.
  4. Branding
    Creating your logo is just a small part of your overall brand. You shouldn’t over think your logo design. What’s more important is your brand consistency and how to use your branding/logo across all your platforms.

For example, take a look at the new slack logo design. They upgraded their logo/branding because their old logo didn’t display correctly across different backgrounds or platforms. The old logo was only designed to work on a white background.

Rebecca Watson

A brand is more than just a logo, but it’s a great place to start. As a branding expert, it’s my job to get right into the nitty gritty of your business to align your logo with what your goals are, who you want to reach out to and much more.

Everything from the type of font your designer chooses, to the colors you pick can affect how a prospective customer/client perceives your business – so it’s important to consider what they’re looking for too.

I like to think of branding like baking a cake – there’s lots of ingredients that go into the perfect brand to bake a tasty solution; and the logo is just one of the ingredients. Think of your logo as the first step in branding your business and use it as a starting off point.

Liz Theresa

A lot of logo designers will tell you to design the logo around the audience you’re trying to attract. Yes, this is one big part of logo design. But the other side of the coin is to design the logo around the business or brand with whom you’re working.

More specifically, it’s important for your client to resonate with a logo you design on the basis that it reflects their own personality (beyond important for personal brand logos), their brand “message” (which, in my opinion, needs to exist before design begins), or even reflects their company culture.

Because – let’s face it – if it doesn’t resonate with them personally, they’re not going to want to shout it from the rooftops or plaster it on a polo. It creates marketing weirdness (for a lack of better terminology) which can inhibit their growth on the whole.

It’s also like the, “What’s in a name?” debate. A company logo and name will set the foundation and the ability / likelihood for the entrepreneur and his or her team to succeed because it’s how his or her vision shows up in a real and visceral way.

Melissa Perkins

Finding inspiration for logos comes from having a solid research plan. Knowing the strengths and weaknesses of your client, as well as what makes them unique always helps me while creating. The key difference in making a logo that works and one that doesn’t is truly understanding your client’s needs and goals.

I start my projects by giving clients a brand questionnaire that digs a little deeper and gets a more accurate description of what they truly want. After that is completed, I create mood boards to visually give clients feedback on what they say they want.

Most times its exactly what clients want but sometimes a visual mood board is the extra step it takes to understand a client’s needs before we start working together. A great brand strategy and logo design always comes from the fundamentals of research and understanding your strengths.

Shannon Riordan

  1. Strategy. Strategy. Strategy. Before any design can start, a robust brand strategy must be in place. A successful strategy delivers on three things: differentiation, authenticity, and relevance. To establish differentiation, you look at how the competition is positioned in the marketplace. To establish authenticity, you look at what the brand can actually deliver, not what you wish it would deliver. And to establish relevance, you look at what the marketplace actually wants, meaning, what are the drivers that propel them to interact, and what are the barriers?
  2. Establish the brand’s personality. If the brand were a person what would he/she be like? A visionary? Scientific? A little wacky? Courageous? Charismatic? It should be 3-6 descriptive words, and no more.
  3. Write a creative brief. Once 1 and 2 are figured out, the creative brief is easy to write. It should describe the target audience, their mindset, the brand personality, and what the new brand identity is expected to deliver.
  4. Remove subjectivity by referencing to the creative brief during evaluation rounds. If “scientific” is one of the brand personality traits, evaluate how the designs deliver on that feeling. Referring to the creative brief helps to eliminate personal opinion and subjectivity, such as “I don’t like this one because I don’t like purple.”
  5. All logos look like something. Don’t let that distract you. There are an infinite number of design possibilities, but a finite number of recognizable identities. It is ok if the design resembles something, as long as its not a close competitor.
  6. Don’t expect the logo to tell the whole story. Your product should tell your story. The logo should express a feeling, not a literal narrative. For instance, you don’t need 3 crayons, a school house, and a sunshine in the logo design to signify that it is a children’s summer art class.
  7. Evaluate the logo in situ. Before finalizing the logo, make sure your designer mocks it up in various environments: How does it behave when shrunk down, as a favicon or an app? Do you need horizontal and vertical versions? How does it behave on light and dark backgrounds? How does it look like in a sea of other logos, as in a sponsorship banner at a trade show. How does it scale up, like on the side of a building or behind a reception desk? How does it behave as embroidery? Can it extend to animation? Etc.

Harris Brown

To come up with a great idea for a business you have to find out a few things first.

By asking the correct questions in the beginning and doing the research you will get an idea what type of logo is needed for their brand.

Without asking questions will be a waste of your time and the clients time by not producing what they want for their brand.

Here are some typical questions you can ask to get an idea.

What industry is your business?

Do you have a preference in color?

What type of logo are you interested in Illustration, Wordmark, Lettermark or Brandmark

Fabian Geyrhalter

Ensure your logo can be timeless – do not follow trends with your design.

Create something iconic – keep the design as simple as possible.

Infuse a deeper meaning – it may be subliminal, but it should further assist in the positioning of the brand it supports

Aditi Tandon

Good business logos are not only memorable and purposeful, but they essentially connect the dots from the client to the audience. Creating a remarkable logo idea for a business brand is an exercise that should no longer happen in a vacuum for designers. Research, review and thoroughly understand a businesses’ objectives, it’s customer profile and its current brand colors and aesthetic to initiate the design exercise. Ask the right questions. Do they prefer Serif or Sans serif type? Sturdy or fluid lines? Abstract or pictorial? Technical or trendy?

Before even considering designing, assist the brand team to narrow down their preferences by submitting researched visual examples.

In 2019, besides simplicity, legibility & scalability, for cohesiveness, create a logo that is just as easily scalable and adaptable across app icons, Favicons, social media etc. Type-plus-icon logos adapt the best in this regard and offer the flexibility to use them together or separately. Dropbox is an amazing example of a single color, simple logo that is literally representative of its company name even when simply represented by its icon. Slack recently changed its logo in order to reduce colors and increase legibility. Zara’s new logo on the other hand is drawing mixed reviews for it’s closely spaced typography that attacks legibility.

Our company logo for Maroon Oak was designed for a community platform for women entrepreneurs and depicts a woman under an Oak tree. Every graphic created and shared by our company has the logo creatively placed in it, to look like a part of the visual.

Jonathan Gorham

Here’s my 5-step process for making a great logo for businesses in 2019:

Step 1: List out 10-15 objects that are associated with the companies business. A quick way to get started is to google image search the industry.
For example: If you were designing a logo for a plumber you’d write down things such as plumbing pipe, wrench, leaking tap etc..

Step 2: Decide on what colours your logo will be. The trick here is to keep it simple (no more than 3 colours) otherwise things can turn ugly.

Step 3: Find some inspirational images from step 1 using Google image search and add them to your design board. I use these images as a guide/inspiration for drawing out my new logo.

Step 4: Time to get creative! Draw out 5-6 different logo designs. My preference is to use Adobe Illustrator as it makes this process much more manageable. Compare your designs and decide on your favourite (it always helps to ask for other peoples opinions at this stage too so don’t forget to ask for feedback on your design).

Step 5: Send to the client for approval and if changes need to be made then simply repeat steps 3 and 4 until you and your client are happy.

Robyn Young

In a word, Strategy. The longer answer is that your logo is a representation of something much bigger. To survive in a market where anything can be replicated and audiences are easily distracted, you must think beyond just your logo.

In order to design a brand that authentically resonates, represents the brand, and stands out from the herd, you must first understand how the product is different, who the audience is, and what the brand stands for. Once you do this, design is led by the brand instead of the other way around.

Colors, type, graphic elements, etc. are simply representations of the emotion and purpose you’re attempting to convey. This is how we work with every client.

Exceptional design will only get you so far. Marrying strategy with design and content is how you build lasting brand awareness that will go much further than a logo.

Genia Castro Waller

Most people create a logo based on their likes. But the most successful logos are created for the business, not personal preference. This isn’t to say you shouldn’t like your own logo – because you should.

But remember, just because you like yellow and script font that doesn’t mean your computer repair shop should have a logo that features yellow tulips.

Design a logo that reflects your business making sure it is something that will resonate with your target audience.

Gabriel Shaoolian

There’s a lot that goes into creating a logo design. Half of it is technical — it’s about responsiveness, scalability, shape and color. These aspects are important in staying on brand and creating a visual moniker that gives off an air of authority and credibility.

But at the same time, a logo needs to be recognizable, memorable, timeless, modern and uniques. These are more creative, taking the logo design process down a more never-ending cycle of trial and error.

It only takes your audience a few seconds to decide whether they like your brand or not based on your logo. That’s a lot of pressure for designers. And it leads to a long, back-and-forth process of creating, editing, scrapping and repeat.

But the best way to create a logo that succeeds is by communicating thoroughly with a brand, learning who they are, what they do and what they’re goals are. With this information, you can create an image that captures their essence and leaves a positive impact on their audience.

Huseyin Aksu

The first thing you have to figure out when designing a logo is who your demographic is — who will be seeing your logo? Figuring out your demographic is one of the first things you need to know when starting any venture, website, personal brand or business.

You obviously need to know the name of your brand, business or website. This could be your company name, your real name or your nickname. Some brands have a long name, therefore their logos might contain abbreviated versions of the name.

Figure out where your logo is going to go. Will it be online only? Website? Social media? Outside of an office space? A big printed sign? On the front office door? Inside the office when you walk in? Also decide how it’s going to look if you print it; perhaps it will be on a banner, t-shirt or you want a professional steel/wood cutout displayed inside the office.

You want to make sure your logo is ready for any situation and can go anywhere, but having an idea where it’s going to go first can help when designing it. It can also save time and money during the design process. Online-only logos are cheaper and faster, while logos for both online and professional print/press take longer and can be more expensive.

Jason Bays

On logo design projects, I work with the business to obtain a trifecta of source information. This is done before any concepting to make sure that the logo will be a good fit.

First is to find out everything I can about the identity and story of the company the logo is to represent. In essence, the logo is merely the icon used to convey that unique story a company or brand is trying to communicate to its audience.

Second is a thorough study of the current landscape and competition to see what the logo will be up against. I try to understand the specific industry trends in the marketplace.

Third is to identify the target market. Knowing how the marketplace will relate to the logo is important in communicating the brand correctly.

Benjamin Toby

A brief look at modern logo design

Creating a logo for a brand is a delicate process which requires a lot of attention to details. A logo designer has to be well versed in modern logo design techniques and trends, knowledgeable about the company for which he/she wants to design a logo, and innovative in terms of iconography and general creativity.

A logo idea that best fits a business depends on the kind of business in question. Is it an I.T. based company? The you should look towards clean angular or rounded icons, with sans serif fonts. Is it a women product company? Then you should look towards script fonts and calligraphic drawings. Is it a football team logo? Then you should look towards bold illustrations within an emblem or badge, coupled with bold looking fonts. The overall look of your final logo greatly depends on the field of focus.

After deciding the primary direction of the logo, then comes iconography and font picking/creation : which involves the best of your knowledge in modern design trends and also your creativity in general. In general, modern logos are defined by simplicity, and boldness. Simplified icons, Vibrant colour schemes, clean sans serif fonts, gradients; these are the major factors in making a modern logo.

Brit Casady

Too often, people think that a business brand is a logo, but in reality, it is so much more than that. A brand includes the visual identity, the images used, the voice heard in social media, the messages portrayed to the audience, the ephemeral, the deliverables, packaging, and more.

Basically, anything that is tied to the company could be part of the brand. After all, it’s what the customers perceive the company to be that makes up the brand. The logo is just part of the brand “package” that is seen. Granted, the logo may be the “face” of the company and is seen more than other items, but it is just as important for the logo to have the same feel as everything else in order to create a cohesive brand.

So, how does one come up with a logo idea that’s a great fit for a business brand in 2019?

A lot of things go into consideration when creating a logo. Often times as part of the process, a questionnaire may be helpful in understanding the client, company values and needs. Some examples may include: “What words can be used to describe the company?” “What is the ideal message to be portrayed to the audience?” “Is there a particular style that is desired?” These type of questions help to shape the image that the client may already have in mind.

Research is crucial to making sure the logo, while in its beginning stages, stays relevant as well as unique to its competition. So much of the time spent in creating a logo goes into making something customized so as to be a perfect fit for the business. Everything from colors, images, the customer age range, all help to build a mood. That mood is critical to get right so as to ensure the success of the business.

Sketches take all of the ideas, word associations, and moods and put them on paper. This step usually takes the longest, as it entails collecting every possible variant. One could think of this as a sort of idea “dump”. The thought is that a logo isn’t often created from the first idea. Instead, it usually comes after many, many sketches. So, if all of the possible creative outcomes for a logo are already expanded, then the next steps can be taken to eliminate the weaker ones.

What is left, then, are all of the stronger ideas that can be presented to the client, so as to include them in the process. A word of caution though…. including more than a few choices can lead to a designer having to go in a direction they maybe didn’t intend. So, pick a few favorites and present those.

Next step, digital drafts. Pretty straight forward on this one. Basically, it’s taking the drawn-out ideas and fleshing them out on the computer. This may include font choices, colors, sizing, backgrounds, digital drawing, and other alterations. Digital drafts can be thought of almost like a rough draft of the logo if done right. One can submit the logo to the client along with some patterns, images, colors, etc. to help further the mood. A client is a lot more likely to be on board with a direction if they can visually see how the logo may fit into their business.

Once approved, final adjustments may be made to the logo and prepped for saving out into all desired formats and sent off to the client. A brand guide of some sort is always important for not only preserving the mood, but ensuring the continuity of the brand.

Hugo Woodhead

Hugo Woodhead

When i think about the design process for a new logo I ask myself a series of questions to kick things of and get my creative juices flowing.

1. Is this a new brand or an existing brand refresh? For a new brand I prefer a word-mark rather than a logo as it doesn’t presume knowledge of a name.

2. What is the category of the product or service? We need the brand to fit in, but then stand out. Any logo needs to fit into the respective category of product or service. For example a bank’s brand and a nutrition brand should not have the same logo. But then stand out. Clearly with your new brand it needs to be fresh and stand out from the crowd.

3. What is the brand delivery channel? Is it mainly a print or screen brand. For a print brand we need to consider how it is going to interact with the physical objects the brand is printed on, from coffee cups to tote bags. Whereas if it’s a screen brand, can I make it animatable and dynamic.

4. What is going to convey my brand promise and vision to the consumer? Before starting the logo design process we really need to bottom out what the brand promise it is trying to convey. This is really the essence of the whole process

Kevin Walker

1. The business should first develop a cohesive brand strategy.

2. Let the brand strategy guide the creative brief for the logo.

3. Begin iterating many, many rough ideas.

4. Measure all viable candidates against criteria outlined in the creative brief.

5. Select the logo that best satisfies those criteria.

Laura Stopa

Whether you are designing your own logo or hiring an agency or designer to do it for you, a great first step is to pull a sample of things that inspire you or that you like to create a mood board—you can use anything from packaging and magazine ads to websites like Pinterest. It’s also a smart idea to research your competition locally and nationally to see what they’re doing. You can derive inspiration and see how you want to differentiate yourself from them.

Your logo should follow these tips:

• It should be memorable.

• It should be simple, clean and easy to read/understand. This is the biggest downfall of many logos; they get too busy and are hard to read when small or just in general.

• It can be something meaningful but doesn’t have to be. It should be relevant to your industry, however.

• Don’t get caught up in the trends. Colors and styles come and go. Think about what makes sense for current times, but don’t be so literal that it will be out of style in a year or so.

• Decide whether you want to include a tagline as part of the logo, or prefer to use a tagline in body copy/other content to keep the logo clean. Consider using a tagline only if the company name doesn’t clearly state what you do and/or it’s short and sweet.

Using a professional to create your logo makes the process easier, and ensures you get a functional logo,” noted Stopa. “You want your logo to work in any instance: print, digital, embroidery, etc. It should be fully vector so it can be scaled to any size. Consider having alternate versions for use in different size/shape projects, such as simplified version for small applications if needed. When possible, have a stacked version and horizontal version so it will work in any situation.

Frank Talora

To come up with a logo idea that’s a great fit for a business brand in 2019, you need to think beyond the business and ‘look’ of the logo, and consider how the logo will connect with its audience emotionally. The best way to do this is to think about the ‘meaning’ behind your brand. How do people connect with your brand’s purpose, message, values and goals?

How do you connect with your audience on a personal level? Will your logo elicit specific emotions? How can you make the logo memorable? Will it have a professional or a light-hearted tone? By asking these types of questions, you’ll have a much clearer vision for your logo and brand.

Kyle Golding

When designing a logo, start by creating a branding brief. Logo design does NOT start with visuals or sketches, but with understanding the brand. Have a conversation with the business owners and decision makers about what their brand represents, who their audience is and what their message is.

Keep working unit you can sum up the brand synopsis in 10 words or less. Now you can start discussing what style of presentation and visual elements would support this brand identity based on the chosen terms (10 or less).

Keep it simple, tight and very direct. “Everyone” is not the target so don’t try to create something everyone can relate to. Just focus on the target audience and the brand message.

Billy Joe Pyle

Things have not changed very much over the last few years for logos. Logos are still one of the toughest things to develop for a brand. Reason is…they are subjective, to everyone who is involved in the review process.

However, over the years we have found it effective to start with a brand voice exercise to help guide the process and align the direction of those who’ll be approving the logo. Once the brand voice has been established, it’s used to guide the creative process as well as provide a vetted sounding board for the look and feel.

Your logo is your brand’s first impression. It’s your first handshake, or the way you say hello. It needs to be strong and memorable.

Need a professional logo for your business? We’ve compared all the top design contest sites.

As a designer, logos present one of the most important challenges and, in a way, the most fun. I like to start off by digging into the company and doing research. Being knowledgeable about a client’s company, as well as its competitors, helps me to think about what needs to be conveyed in a simple—yet timeless—graphic. After that, it’s an exploratory of different sketches, lists, ideas, and interpretations. That’s the fun of it. I get to create a variety of ‘hey’, ‘hi’ and ‘hello’s.

Armed with research and out-of-the-box ideas, prepares me to create a logo that becomes the perfect fit for any brand’s first impression.

Some things to keep in mind when designing a logo are placement and legibility, as well as doing your research to make sure that what you’ve created is ownable and will not be confused with any other brands, especially in the same category or vertical.

Simplicity and differentiation are key.

Allison Halco

The number one key to a great logo is to keep it simple. Yes, you want imagery that represents your business and colors that instill the right emotions in people, but remember – if no one can figure out what your logo is, it’s no good!

Use solid lines; don’t use shading, shadows or glowing effects. Use fonts that are easy to read. You want people to see your logo and immediately “get it.” Furthermore, you need a logo that can be replicated on all sorts of items – apparel, letterheads, business cards, social media sites – and in all sizes without losing its clarity.

Joe McCord

The most important thing to consider is the versatility of your logo. Your logo needs to be able to feature on social media profiles, websites, favicons, directories and maybe even app icons in addition to the more traditional applications such as business cards, signage and print collateral.

It’s important to take into consideration the most prevalent use cases of your logo and design it to be legible and highly visible in these formats. It’s also important to make it stand out and memorable with a distinct point of difference given the volume of brands that saturate the consciousness of each individual nowadays.

Shenae Carroll

Tip 1. Responsive logos – Logos need to be able to adapt to the increasing variety of screen sizes in digital environments.

It’s e ssential that a logo is responsive in a future that is increasingly mobile-oriented. As screen sizes and environments that consumers interact with change, the brand itself must adapt to its new constraints. A brand has to be able to present itself regardless of dimensions and space.

It’s crucial that a logo scales well and remains readable to consumers. Designing a logo with responsiveness in mind might see a logo have 2 or 3 variations of itself. These variations need to remain closely linked and recognisable to consumers in any environment.

The concept of responsive branding moves the brand away from fixed guidelines into a more flexible system. The flexible system takes the core concepts of the brand, stripping and adding detail depending on the constraints of its environment. Google, Disney, and Nike are a few examples of brands that have adapted and redesigned aspects of their logos in accordance with principles of responsive design.

  1. Animated Logos – Digital environments and advances in technology provide opportunities for branding innovation. One source of this innovation is through the combination of motion graphics and logo design.

A logo is the heart and personality of a brand. It communicates a desired message to a desired audience and helps to establish a brand in a unique light. But what happens in a world where consumers are constantly inundated with messages from a countless number of brands every day? It can be a little harder to stand out.

Thankfully, solutions can arise in new techniques, tools, and the ever-growing digital environment. In digital spaces, movement can breathe a breath of fresh air into a once static design, bringing it to life in new and engaging ways.

An animated logo is a modern, original, and dynamic way of communicating your brand to consumers.

  1. Minimal – Minimal design is a trend that will never go out of style. The princ iples of Minimalism involve removing the unnecessary to communicate the essential in a modern and effective way.

In principles of design, keeping it simple ensures that what you’re trying to communicate is communicated in a functional manner that doesn’t overwhelm consumers. Minimalism ensures that a logo remains recognizable, no matter the circumstance or environment that a consumer may experience the brand in.

In late 2018, Unsplash unveiled their new logo identity. They swapped out their generic camera icon to minimal design. They wanted the logo to be functional, recognisable and aligned to their values.

4.Logo breakdown – Although simple and abstract, the logo has depth. The design is made up of 6 rectangle frames with the middle frame pushed up to create a unique shape. The reason for this design is to leave an open interpretation. Since Unsplash is a big community they wanted the logo to feel personal.

Th e shift to a minimal design maximises how the product is viewed to their users. It’s not only a cosmetic change but a functional shift.

Additionally, in today’s society it is essential that a logo is able to adapt to the increasing variety of screen sizes in digital environments. Minimal design principles in logo design assists in establishing a brand that is capable of adjusting and adapting to various constraints.

5.Reconstruct design – Create a design that is recognisable in a variety of formats. This instils continuity, uniqueness and increases brand awareness on a large scale. Big brands such as Slack and Uber have set the benchmark for this movement.

Slack’s “Hashtag” design is extended to their promotional and product materials. For example, the shapes of the Hashtag symbol transforms into conversation bubbles. This summarises what their product does (communication). At the same time, their brand is present.

“The identity updates Slack’s familiar hashtag logo to work consistently in different scales and contexts.”

Uber’s rebrand sparked a new meaning into their brand by building on their existing brand. From their new face, they centred their design on 3 basic principles:

  1. Let the light, embrace black
  2. Invest in a wordmark, not a symbol
  3. Bring back the U

This became the building blocks of their logo identity. A combination of a word mark and brand application creates a powerful combination of brand recognition and messaging. This is achieved by a bespoke typeface that’s used across their logo, product and marketing collateral.

“Inspired by the world’s best-used transportation examples, it was designed to maximize its impact across all applications while keeping it easy to read, ownable, and highly recognizable.”


Thank you so much to all the experts that contributed to this roundup! I hope you enjoyed reading this post. If you did please share it  with your friends and followers.

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