How to design a logo: 5 expert tips from truly legendary designers

Creating a logo that stands out and effectively represents a brand is no small feat. We searched for insights from some of the most influential graphic designers of all times, and here are five expert tips for logo design, each rooted in the principles and philosophies of these iconic designers.

Personal thoughts on logo design

The reality is that not everyone can design a good logo. Why? Because it requires genuine drawing skills beyond the mere ability to manipulate a graphic tablet and stylus. It necessitates a deep understanding of typography—not just the use of typefaces, but the actual design of a font. It also requires an extensive knowledge and culture of graphic design and spatial arrangement, to name just a few aspects.

For a number of reasons, today we are experiencing an invasion of graphic mediocrity and logos that aren't truly logos, just look at the logo templates offered on Canva, where anyone with some knowledge can see that 99% of them are simply not logos. This post provides a breath of fresh air, a touch of seriousness, and gives voice to legends of design and typography to help bring some order back to the chaos.

The fact is, when you look at their work, all major brands have iconic logos, created with hundreds of hours of work and reflection, based on precise principles and expert techniques. These logos were not sketched on the back of a napkin or commissioned for $500 on Fiverr, and they don't use free Canva clip arts. Now did these brands become iconic because of their logo, or was it a coincidence, I'll let you judge and face your own risks.

So let's try to clean up a bit the visual pollution that invades us day by day.

Paul Rand: Embrace simplicity

Paul Rand was a pioneering American graphic designer best known for his corporate logo designs, including those for IBM, ABC, and UPS. Rand's approach to design was firmly rooted in simplicity and clarity. He believed that a logo should be simple enough to be recognized at a glance, making it memorable and effective.

Simplicity in logo design ensures that the logo is easily recognizable and memorable. A simple logo must be scaled down or up without losing its integrity and must be easily reproduced across various media. Complex designs can become cluttered and lose their impact, especially when viewed at smaller sizes, which, today, is crucial with social media and the web for example.

How to achieve simplicity according to Paul Rand:

• Focus on core elements: Strip down the design to its most essential elements.

• Avoid overcomplicating: Use minimal colors, shapes, and text.

• Test scalability: Ensure the logo maintains its clarity and impact at different sizes.

  
  

Josef Müller-Brockmann: Use grid systems for balance

Josef Müller-Brockmann was a Swiss graphic designer and educator, renowned for his use of the grid system in design. He was a leading figure in the International Typographic Style, which emphasized cleanliness, readability, and objectivity.

Grid systems provide a structural framework for designing logos, ensuring consistency and balance. They help align elements in a harmonious way, making the logo readable, visually clean and stable.

How to use grid systems:

• Create a grid: Develop a grid that suits the complexity of your design.

• Align elements: Use the grid to align text, shapes, and other elements precisely.

• Maintain consistency: Ensure that all parts of the logo are proportionate and balanced.

Otl Aicher: Consider the cultural contexts

Otl Aicher was a German graphic designer known for his work on the visual identity for the 1972 Summer Olympics in Munich. Aicher's designs were culturally sensitive and universally comprehensible, emphasizing the importance of understanding the cultural context in design.

Logos designed without considering cultural differences can be misinterpreted or offensive in different markets. Understanding cultural contexts ensures that the logo is appropriate and effective globally.

How to incorporate cultural contexts:

• Research: Understand the cultural nuances and symbolism in the target market.

• Test designs: Get feedback from people within the culture to ensure the logo is appropriate.

• Adapt flexibly: Be willing to modify the design to suit different cultural contexts.

Alan Fletcher: Use negative space

Alan Fletcher was a British graphic designer and co-founder of Pentagram, a renowned design studio. In his obituary, he was described by The Daily Telegraph as "the most highly regarded graphic designer of his generation, and probably one of the most prolific".

Fletcher's work often incorporated clever use of negative space, adding depth and meaning to his designs. Negative space, the empty space around and between the subject of an image, can create additional shapes or meanings within the logo. It enhances the design by making it more intriguing and versatile.

How to use negative space:

• Identify opportunities: Look for ways to integrate hidden shapes or messages.

• Balance positive and negative space: Ensure that the design is visually balanced and that the negative space enhances rather than detracts.

• Experiment: Try different configurations to find the most effective use of negative space.

Adrian Frutiger: Innovate with typography

One of our heroes here at Ultrabrand, Adrian Frutiger was a Swiss typeface designer who created some of the most widely used typefaces, including the highly recognized Univers sans-serif family, Frutiger, Roissy Avenir, and the machine-readable OCR-B font, among others.

His emphasis on typography in logo design has had a lasting impact on the field. Typography conveys a brand's personality and values more than any drawing can do. The right typeface can also make a logo stand out and be easily readable, enhancing its overall impact.

How to innovate with typography:

• Choose the right typeface: Select a typeface that reflects the brand’s identity.

• Customize: Consider creating a custom typeface or modifying an existing one.

• Ensure legibility: The typeface should be readable at all sizes and in different contexts.

Do not take your logotype lightly, it may outlive you

I hope that these expert tips from legendary designers provide a strong foundation for any logo design project, ensuring that your logos stand the test of time and leave a mark in the mind of your audience worldwide. Simply put, the goal of logo design is to create a timeless, universal icon, just like the goal of brand naming is to make a name for yourself in the market. And this is certainly no small endeavor.

Embrace simplicity, use grid systems for balance, consider cultural contexts always, use negative space, innovate with typography, and apply ideal proportions; these are some of the best kept secrets to create logos that are not only aesthetically pleasing and immediately legible, but also timeless and effective in conveying a brand's identity.

About the author

Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.