As designers who specialize in corporate identity, we have seen many clients who are in need of a professional logo design and feel that having everything including the kitchen sink in their design is the best value for their money. It seems quite reasonable from the point of view of the client that getting a highly detail illustration seems as though it would be worth more than a minimalist design. But quite often the end result can see be very little return on investment. From the designer’s perspective the minimalist design style is often the most impactive and best designed corporate identity around. In the business world that is full of over the top logos, designs with the most simple and effective designs often stand out the most.

Andrew Belson is an arboricultral consultant that came to us looking for a very modern and sleek design that would separate himself and his business from the competition. Tired of seeing the standard tree and landscape designs, Andrew needed something distinctive that still conveyed the field and industry he worked in. What we created was a very polished minimalist design of an over simplified tree leaf. Using very few details it was important to arrange the elements in such a way as to create the most expressive use for the icon. Simple gradients were added to create a basic form and dimension while keeping the overall design very modern and professional. The unique layout also helped to separate himself from the standard horizontal layout of his competitors.

Our client, CueRate needed a design that reflected the feeling of a modern art gallery. Using simple shapes to create some kind of abstract pop-art look, a muted color palette was utilized to create a graphic reminiscent of the kind of style seen in the modern contemporary art world. The colors in the circles were offset on purpose to help create the illusion that the logo had been printed using older lithographic printing press. This helped create a kind of retro and nostalgic look. Quite often the style associated with minimalist design utilizes a very clean sans-serif typeface. As a side note, many people don’t realize that a lot of the fonts used today that are associated with the modern and futuristic style have been around for nearly a century and remain just as effective now as they did in the 1920’s.

Many times, a minimalist logo will lend itself to very square geometric designs. By combining even the most basic geometric elements many different design can be created. For James Lambert Architects a minimalist icon based on the initials “J” & “L” was created using these basic geometric shapes. The overall design not only conveys the initials in a unique and symmetrical way, but also carries the architectural theme across in a very effective and meaningful way. By combining a soft grey color with bright accent the design also uses the color palette to helped convey the modern design style.

Using a similar style, the design for Xoom consulting also utilizes simple geometric elements in a unique and distinctive way. Using a hexagon as the foundation, a dimensional cube was created by joining the letters. In a creative twist, the initial “X” was cleverly hidden into the minimalist icon as well. Three brightly colored squares were then added behind to the icon to give the image more visual impact. The end result is well constructed design using very few, but well placed elements to create an identity that is both memorable and effective.

Often the most effective minimalist designs are so simple that they become much more distinctive because of their simplicity. For out client Device Analytics, this was accomplished by utilizing a simple circular shape with unique letter shape of the initial “D”. The overall design may be a simple concept, but to the clients market it can express all the right ideas and feelings. The clean style reflects a polished and established company that is at the forefront of their industry. Minimalist design are also used more often then not by the very largest companies in a given industry. By utilizing the same modern design appeal you are telling your market that you are just and confident and able as those at the top. It’s not so much as copying a design style as it is dressing the part as an industry leader.

For our client EVO Electric, utilizing a minimalist design was necessary to enter their chosen market. Doing their own research first, they too noticed that the more successful competitors also used a modern, minimalist design approach and that companies with cliche icons and elaborate illustrations were often viewed as small “mom and pop” companies. Rather then focus on using a simple design to go with the name, the simplicity of this design is integrated with the name. The elliptical shape that sits behind the letters in EVO uses an asymmetrical shape to help convey a sense of energy and motion while maintaining an overall minimalist appearance. The overall design successfully matches with their top competitors. By knowing ahead of time what their market visually associated with as the best, they have the ability to enter the market with the best and allow their business to further its success.

Initials tend to work very well for minimalist icons. The letters have a close relationship with the name and give the viewer something interesting to associated visually with the company. On a side note using literal images can work against the corporate identity. They can pigeonhole a company into the present, which becomes the past very quickly. They can also look cheap and come across as clip-art depending on your market. A good example of this would be cell phones. A successful cellular telephone company is more then likely not to create a logo using the image of a cell phone because the shape and style of the product changes every three months and can seem out dated after six months in business. The “initial” however, is as timeless as the company name and will always be unique and customized because of the relevance to the name.

Flemington Consulting came to us looking for a logo that would look as good in 10 years as it would today. Using the initial seemed like the right choice because as long as the company was called Flemington the icon would be effective. Rather then follow the standard square shape of the letter “F” we experimented with using circular shapes to help create a unique image. By using the quarter of a circle we were able to create the side and top of the letter another circle was utilized to create the cross bar. The icon was then laid out into a square block to give it a bit more structure and also help to convey more of a corporate style. The end design is a very crisp identity that captures all the qualities the client was seeking while at the same time being very simple and versatile.

A very similar style and theme was also utilized for our client GRASTA. The idea of creating a custom initial was also ideal for this project and the minimalist design style really helped create a very sleek and modern identity. Using the circle as the background for the “G” also acted a way to help the viewer form the initials. Separating the parts in various bright colors added a unique and distinctive feeling and mixed quite well with the polished silver text. Besides being a good representation of modern style, minimalist designs are also the most practical and versatile logos. More often than not, these designs work well as great stand alone icons. As watermarks, embossed, engraved and embroidered image they can really maximize the usage of corporate identity. The most effective brands become recognizable symbols that people associate with the company, field, and industry and minimalist design are very effective in creating that image.

For many companies the idea of a logo will mean a graphic or icon next to the name. A classic layout that works for many companies in various industries. There are times however, when the text alone is ideal for brand identity. As a designer the text based logo can be much more energy and time consuming then even the most illustrated icon. Because essentially the look and feel of the entire company has to be reflected in just the name. There are a variety of styles and representations of how a text based design works. They can include a graphic that has been substitute for a specific letter to the whole name it self taking on the form of an image.

Often, all that is needed to created a distinctive text based logo is a simple alteration to a pre existing font. From these examples it’s easy to see how the style and adjustments can create two very distinctive directions. The client “NOOR” came to us looking for an elegant text based  design that showcased a very regal and upscale look. A very thin serif font was utilized as the foundation to build the logo on. The sweeping lines that stretch upward from the base of the “O”’s were first added to reflect the unique characteristics of the “N”. Afterward simple leaves were added to give the text a floral look. The end result is a very simple design that reflects a very luxurious style.

The second design for Field Associates was taken in a completely different direction. The client need a much more modern looking design. The text needed to reflect a technologically advanced company at the leading edge of their industry. Using a bold yet curved font the letters were extended into each other to create the illusion of a fluid line. The “I” and “E” were kept separate to avoid getting confused with a “T” or “L”. It is very important when designing to makes sure the legibility of the text is still clear. Although giving your market the credit to fill in some of the blanks is a good idea, they should also be able to read you company name.

The most distinctive and unique element in this minimalist design would where the “L” and “D” are joined. The way the letters seem to loop around and down lead the eye to the bottom line of “ASSOCIATES” completing the name. Even though the overall design is very simple, the logo is successful in creating a mood or look that reflects the modern, tech-savvy style.

Creating a text based logo can also mean utilizing the shape of the name itself to create an image. This is especially true when it comes to athletic sports teams. When it came to the design of the Angels logo, the client needed an image that would convey the angelic theme but it had to also reflect the aggressive, competitiveness of a sports team. By using a strong font as the base, small angel wings were incorporated into the letter “A” and “S”. As an afterthought a simple halo graphic was placed above the text giving the design a completed look. By carefully choosing where the distinctive elements go, the emphasis on name can be increased to give the maximum amount of clarity and impact.

Under different circumstances the text for the logo can be used to create the context for the companies image. For Cyco Xtreme a very fluid look was utilized to create the visual representation of speed and energy. The use of flames act almost as an extension of the “X” which helps draw the eye back down to the text keeping the focus on the name. Using very simple gradients really give the overall design that extra bit of excitement and “pop”. To give that extra bit of dimension a smaller gradient from white to blue was added to just the tip of the “X” to convey the illusion the fire reflecting off the text. It is easy to see that from the name combined with the style and direction of the design that company is likely not an insurance company or real estate agency. This is completely due to the style of the text design.

Another way to approach the idea of text based logo is through the incorporation of graphics to either replace a letter or help showcase a specific section of the text. For our client Victory International University, a unique and representative graphic was placed dead center and replaced the letter “T”. The concept of victory in relation to the design had very spiritual and religious meaning to the client. The combination of a sword with golden wings seemed like an ideal visual image that perfectly fit the shape of the letter. When we are designing an icon to fit the letter, how close to the shape of the letter is graphic can be is really up to spelling of the word. For example is quite common for text based logos with numbers in the name to be spelled out using a combination of the number and letters. Ie. 4OUR, 8EIGHT, 7EVEN etc..

The other route that is commonly used is when a graphic is located behind or integrated in such a way as to highlight certain letters. The client, 53 Desires runs a high end photography company as well as other businesses that all carry the number 53 in the name. As such, it seemed only natural that the distinctive use of the 53 should become the focal point of the name. The romantic nature of the name was also emphasized with the use of a 3D heart graphic which was ultimately used as a backdrop for the 53. Rather then use a font that fir perfectly in the icon a flowing scripted text was chosen to create a more organic integration with the icon. The overall design is a very relaxing, yet professional design that has both a high visual impact as well as significant meaning to the client.

When creating a logo for a client that needs to express very high class theme, it most often the more minimalist designs that really capture the prestige and luxury of the company. For our client Sonja Dee, this feeling of elegance and class was created with the addition of just one extra line. The extension of the “A” is really just a single line that flows off into an elegantly scripted graphic. Because of the classic and prestigious feeling the line creates for the viewer, what was a very simple text based design suddenly feeling very rich and classy. To further enhance this emotional response the design utilizes a white on silver color scheme which adds a unique and elegant distinction of designs that sit on plain white backgrounds.

The extension of the letter can also flow into a graphic which utilizes a bit of every type of f ont based design. For the design of the Patriotic Mind logo a combination of several text based design style were utilized. The overall design is very simple and regal utilizing a very high end and professional layout. The initial “P” shapes and forms with the background graphic which helps define the logo creating a context. The initial is also extended into a very free flowing scripted letter helping to complete the thought and add balance to the graphic. The patriotic theme is very common and used in just about every industry, for this design the orginial concept of American patriots was used as the foundation for the design. The concept of using the quill and inkwell to create the “P” reflects the core of United States which is the Declaration of Independence. Using this classic historical reference along with a traditional color scheme the overall design conveys the unmistakable message that company is proudly American in a way that is both unique and highly effective.

Enclosed logos can be categorized as several different kinds of corporate identity styles. Essentially enclosed logos consist of combined designs where all the element, text and graphics come together in one complete package. Anything from labels to signage to badges and seals would fall into this style. For many companies this type of design is a fantastic showcase what the brand is all about while at the same time are able to serve a practical purpose.

When it come to restaurants, an enclosed logo design style is an ideal choice. The structured  and compacted nature save on space needed for signage, while the distinct traditional appeal of the design convey a sense of experience and establishment. For our client The Tin Duck Tavern, this kind style seemed to perfectly fit with the traditional English pub theme they needed. Utilizing very traditional elements such as simple a banner and simple filigree, a distinctive duck icon was also created to sit a top the design. The overall design is successful in being able to carry across a hand made wood-cut look while maintaining a clean and professional appearance. Separating the text into different sections helps give the design sense of dimension while at the same time emphasizing on the most important wording.

Using the same of traditional style, Antonios Italian Bakery and Deli also came to us looking for design that could capture the old world feel but style portray modern design elements. Using different simple geometric shapes a kind of layered effect was created. Enclosed in the center is the text which brings the focus on the name Antonios. The addition of the chef’s hat and grains was also created to bring a sense of context to the image. The symmetry of the graphics, along with the geometric elements really capture the spirit of the company and create a successful design.

Often utilizing the shape and style of design from various points in history can really help to make and emotional connection to a companies market. By reinventing a classic design the brand itself will become distinctive from competitors who utilize the same cliched ideas. When the Africa Trading Company came to us, they were thinking about creating a modern style design to better match what they had seen as a trend in their industry. When we showed them what could be using the theme of 19th century labels it was clear that the identity would work very well. Using a style that reflected the kind of branding one would see in history books evokes images of steamships and steamer trunks loaded with exotic goods from around the world. Because the company was importing goods from Africa this was an ideal “hook” that would grab the intended market and create interest.

For Marquee films, the quest was to capture the same kind of emotional appeal and nostalgia while at the same time coming across a modern company. The name of the company alone invokes images of old theatre signs lit up, without needing any imagery at all. Buy playing on the signage theme and enclosed logo design was a perfect fit. Using references to various theatre Marques from the 1920s - 1940s a unique design was created. By keeping the elements simple and clean the overall design also showcases that the company is modern but recognizes the classic appeal of the golden age of film.

Besides creating enclosed logos that match sign and labels another very common use for the style is with circular logos. They can be called badges or seals by generally they follow a similar  structure, a centered iconic image with the text usually wrapped around. The biggest appeal from a practical standpoint is that circular designs are usually even in terms of height and width. Unlike the more common horizontal or vertical designs, a logo that can essential fit in a square shape is much more versatile as they create more design possibilities in areas like stationary and packaging.

When we created the concept for Paediatric we tried several different places for the text after we creates the unique building block graphic. The circular layout was an instant favorite because it really shows off the bright icon in the center while maintaining a professional and completed look. By utilizing the idea of splitting the circle in half and using two colors, the focus on the name could be maximized. It also enhances the visual impact of the design and adds a unique visual interest.

Circular “badge” logos can also act a way to convey the idea of being an authority or official without infringing on any legal issues. Often government agencies and departments will utilize circular designs or crests and as such the look of a circular enclosed logo can generate that same feeling. Solomon Kennel is a client that deals exclusively with pitbull breeding and training. Breeding that specific type of dog requires a lot of experience and know how. By utilizing a design that reflects the kind of professionalism and knowledge associated with the industry a sense of authority and experience is carried across to the viewer. The image itself is quite simple, using brush stroke style lines a dramatic icon of a pitbull face was created. The wide, bold font that wraps around the image and creates the enclosed design completes the design and enhances the impression of strength and stability. The overall design works well and is effective because all the elements perfectly match the kind of image that is associated with that industry while still keeping the design unique and original.

Enclosed logos are not always about creating a shape to fit around the text. For many enclosed designs the text is almost secondary to the imagery and is utilized in a way where the  name is fitted into an iconic image creating the enclosed design. A good example of this is the design for our client Fire Services Ltd.. The traditional fire-fighters shield and banner are the immediate focal point while the inclusion of the name completes the design. Using a combination of bold reds and blacks a sense of depth was created. The effectiveness of the design come from the ability to form and instant relation in the mind of the viewer. The classic symbol instantly brings forth ideas of fire safety which grabs the attention of the viewer and draws them into the name.

Other times, the main imagery can be used to create the illusion of perspective. By carefully  adapting the text to fit that perspective a high visual impact can be created which enhance the interest of the design. When ever text is skewed and adjusted to fit into a shape the most important issue is the legibility. Often times trying to retain a 100% accuracy with regard to perspective will have to sacrificed in order to improve on the overall legibility of the logo. When creating a 3D logo reminiscent of and old neon motel sign for our client of Rockin Fares it was important the a balance between accuracy and legibility was especially important because the design was going to be reproduces at a smaller scale on the internet. The overall theme of the design reflected a 1950’s rock ‘n roll feeling and utilizing a 3D shape helped greatly to create a unique design in an other wise heavily populated style. The company itself was in the travel industry and this is reflect with distinctive arrow shape of the image. The starburst shapes that surround the logo further enhance then theme and keep with the nostalgic style of the design.

When designing a logo for the blogging community it was important to understand that for the most part a blog is content driven. Because of the type based nature of a blog web site it can be very difficult to grab a readers attention and interest. The blogging community has sush as large number of competing writers that having a solid logo can help grab the interest of a potential reader and lead them into the content creating potential blog subscribers.

This particular client runs a blog that publishes blogging tips, technological news, and computer and internet directed content. The client came to us with the hopes of recreating the brand identity for QUICK ONLINE TIPS and help draw in new readers with a fresh, new look. With no specific direction we came up with distinct concepts that fit with the type of look and style that could help bring in readers.

For the first concept we took the theme of “quick” and create a theme based on the concept of time. Using very detailed gradients a realistic pocket watch was created. In order to create the high gloss look of the silver on the watch a high contrast gradient from black to white was utilizsed. To get the beveled look where the glass meets the silver, two gradients moving in opposing directions create a sharp change in form which gives the illusion of an edge. For the glass, the illusion of transparency was created by softening the color of the watch face from black numbers and elements to a light grey. This creates the feeling of a light reflection bluring the image below the glass.

The overall design of the concept follows the horizontal layout of the web site. The high impact image of the watch helps lead the eye up and across to the name. The completed look conveys a very modern and professional look which helps reflect the content in the blog.

For the second concept, the inspiration of time, quickness, motion and energy were utilized in a semi-abstract design which also symbolizes the initial “Q”. Using the initial as the imagery for the design gives the icon element a specific and unique relation to the name. The addition of the sweeping lines and arrow helped to give the inital extra meaning and context. The use of gradients further enhances the image creating a 3D polished look. Using gradient in opposing direction creates a high-gloss beveled effect that adds a nice sharpness to the image.

The clean and modern look of the graphic portion of the design blends nicely with the modern squared text. Placing the text onto 2 lines and bolding the word “QUICK” creates a focus on the idea that this blog is place to come for the most up to date news and tips.

For the last concept, a softer and generally more inviting sample was created. Using a combination of bright high-gloss colors and a friendly bold text, this concept was designed to invoke a sense of warmth and belonging. The image utilized in this design is a combination of standard “pixel” pointer arrow and a glassy button. The imagery is very recoginzable to avid computer users and developers and creates the idea that all of the information, tips, and news they need is just one click away. To achieve the high gloss look and the sense of depth, gradients were placed in a manner that would optimize the sense of light and shadow. This creates a more realistic look for what would normally be a very flat and ordinary computer element.

By creating a design that has an element of fun and whimsy while keeping the overall imagery relevant to the industry, the feeling of excitement and intrest can be utilized to its maximum potential. Bright colors and a high impact design can really help to distinguish a page full of type from its competitors.

This client was a winner of our free logo design offer in August 2007.

Previous articles in this series

How to design a communications Web 2.0 logo design

How to design an advertising logo design

UPDATE: Here is the black and white version of the logo for faxes, photocopying etc.

Last week we talked about how to go about designing an advertising logo. This week we will look at how to design a web 2.0 style telecommunications logo.

From a design standpoint the style associated with the Web 2.0 style logo designs have received a lot of both positive and negative attention. From the point of view of a logo designer the Web 2.0 can be a very positive design process. This is because generally, the look and style of the logo utilizes the best of classic design, layout and type principals with effects and finishing touches that are relative to the modern digital age.

Recently we were asked by a client to create a set of samples that utilizes the Web 2.0 style for their new company MangoNet. Set in the industry of wireless communications it was important that the brand identity convey a fresh and modern look that was fitting to the high tech field they were in, as well as to their target market.

There are several design characterizations, which can be associated with the Web 2.0 look;

• The first of which is the use the choice of typeface. Generally the style of typeface used
  in the style are classic fonts that are highly legible for maximum visual impact.
• The next quality is the use of color and digital effects such as gradients and reflections to create a modern and polished look. Bold and bright colors as well as gradients create a fresh and modern feeling because the processes, technology and software used to create these effects are relatively new and have the most impact “back-lit” on a computer monitor.

In the first concept we utilized an idea that was provided by the client. A text based logo where the “O” in MANGO was replaced with an image of a brightly colored mango. Gradients were used in combination with simple geometric shapes to create the illusion of form. To achieve the effect the removed core a smaller shape was centered and the gradient from yellow to orange was reversed changing the illusion of light and shadow.

In addition a reflective effect was added to the text giving the design the appearance of sitting on a shiny surface. This effect is used commonly in many Web 2.0 identities and works as an afterthought to give the webpage or printed material a unique and realistic perspective. It brings the logo from an image that is just stamped on the screen to an identity that is placed into the virtual environment.

The overall design for this concept is very simple yet effective. The use of the iconic image replacing a letter helps to separate the two words and also create a bit of context. Although the image doesn’t necessarily convey wireless technology, the fresh and unique name and design will create a buzz of interest, which will let the consumer look further into what products and services the company does offer.

For a second concept a much more abstract logo design was created which was intended to create an emotional connection with the viewer. The fluid lines and organic shapes help to convey a sense of energy which reflects the high-tech industry that the company is in. The central shape still fits the theme of the mango and also helps give the abstract icon some focus. Gradients were utilized to give a polished look and create depth and dimension.

In order to achieve this illusion it is important to have an understanding of both light and shadow and other business logo design essentials but also how gradients work in vector based software. It is important to avoid common design blunders.

Generally, a gradient is simple a blending from one color to another either in a straight line or a circular radiating pattern. There are other ways to create more complex gradients but they can cause printing and compatibility problems for the client after the design is finalized. By utilizing a combination of both a lighter color and white the illusions of form and glass-like highlights can be created.

The overall design of the second concept is a nice combination of an abstract, energy fueled icon with a clean and simple font. The bright colors again convey a very fresh and modern look that is bound to capture the attention of a potential consumer.

For the third concept design the idea utilizing a series of abstract shapes to help convey wireless technology and communications was used. The basic premise was to create an image that related to the industry with a color scheme that related to the name which would help create a complete design.

A radiating pattern of circular dots was created to express waves or bits of information traveling over a distance. To achieve the effect of perspective the circles were stretched into ovals with smaller shapes at the back and larger shapes gradually getting bigger toward the front. The mind will correct the oval shape back into a circle and view the image as if it were stretching off into the the distance.

By placing the dots as a white image onto a block of color, the maximum amount of visual impact could be achieved. The clean square format blends nicely with the text creating a very clean and effective design.

For the final concept we went back to the mango theme and created an icon with the potential to act as a stand-alone image without the name but still represent the company. To do this the image of mango was created in combination with the initial “M” running through it.

Using gradients once again to capture the form and color of a mango, the cut away “M” adds an additional touch helping to create a very fluid image. The stylized scripted letter utilizes various elements to create fun yet elegant icon. The bold look helps draw the eye whiles the flowing lines help create a sense of energy.

The overall design follows a very “traditional” Web 2.0 layout by utilizing the icon at the end of company name and acting almost as a superscript symbol. The end result is a very effective design that creates a sense of impact and interest while following a modern Web 2.0 style.