(Fogra 39) Job:06-25637 Title:RP-Design Matters
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e s i g n at t e r s cr e at i n g lo g os
“Everything should be made as simple
as possible but not simpler,” Albert
Einstein said. And he should know.
His theory of relativity manages to
summarize all existing matter into ﬁ ve
Simpliﬁ cation is pivotal to logo design.
Consider Google. It is building an
empire on a simpliﬁ ed search process,
and its logo reﬂ ects this strategy.
Because the logo is so simple, it
can be accessorized with everything
from holiday ornaments to speciﬁ c
business sectors. The more simple,
the more intuitive, the more approach-
able. Simply stated, simplicity is a
Simplify creatively. This memorable example
for a U.K.-based software systems builder
cleverly simpliﬁ es by utilizing negative space.
E L L I O T T YO U N G
Simplicity is essential for many
reasons, the most important being
society’s current volume of messages.
Consumers are bombarded with
more and more information every
day. Because of this, designers of
all disciplines must simplify their
messages so they can be absorbed
before another one shoves them
aside. Logos marking almost every
piece of any given organization’s com-
munications or products constitute a
large percentage of this visual chaos.
It is essential that designers reduce a
logo design’s elements down to only
its most essential components.
Reﬁ nement is the act of simplifying or
paring down. After a client accepts a
design, some may consider the work
completed. But, this is the moment
when another round of reﬁ nement is
often required. It is best to leave it and
return later with fresh eyes, because
the chances of discovering unseen
redundancies increase. Diligence is
rewarded with uncluttered communi-
cation and clear end products.
Criteria 1: Simplicity
E I N STE I N WAS A MA JOR S I M P LETON
Convey dimension with simple structure.
This logo represents a prepaid card system
and elegantly achieves visual dimension.
S E G U R A , I N C .
Simplify without losing personality. This logo
for a U.K.–based paint-your-own pottery
retailer conveys a personal, craft-inspired
feel through simple, unique, visual gestures.
W O LF F O L I N S
Job:06-25637 Title:RP-Design Matters
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