It was da Vinci who described simplicity as the ultimate sophistication, and that’s definitely the case when it comes to logo design.

Many people assume that your logo needs to spell out your brand’s entire story, but this isn’t necessarily the case.

Your logo’s supposed to identify what makes you special, not what you do. If this was the case, Maccas would have a burger in their logo and Starbucks would have a Mocha Frappucino with whipped cream and almond milk in theirs.

There are several reasons why this is the case. The first of these is because your logo needs to be legible in different sizes – anything from the tiny pixels in a website favicon or social media profile pic to a business card to massive building signage.

An overly complex logo will fall apart when you shrink it down to a tiny size.

The second reason has to do with making an impact. The simpler your logo, the easier it is to remember and reproduce it.

The critical thing here is to find that sweet spot between a design that’s simple yet distinct – and a great way to do this is by finding something that’s unique.

A great example of simplicity and distinction in action is the National Geographic logo.

While their designer could have picked cameras, a globe, or wildlife, they instead went for a simple, yellow outline – like the covers of their magazines. It’s by no means a complex logo, but it is uniquely theirs.

Your logo also needs to be something that sticks in your audience’s mind and that they’ll associate with you – and only you. The last thing you want is for them to mix up your logo with someone else’s… especially if they’re a competitor.

Your logo needs to stand out and not look like something your audience might be able to see elsewhere.

But don’t try and make your logo unique by overcomplicating it. It still needs to be simple. Your audience should ideally be able to describe your logo to someone or scribble it on a piece of paper after seeing it once or twice.

If you want to go with a tried-and-tested favourite, like choosing your business’ initials for your logo, don’t forget to put a unique spin on them. One simple way to do this is by making sure that you don’t use the same colours and font as another – especially if they’re a competitor. You could also try creative tweaks, such as making clever use of the negative space in the letters.

You’ve learnt by now that your logo doesn’t need to be your brand’s autobiography, but it still needs to have the right flavour. (We prefer carrot.)

For instance, if you’re a serious law firm targeting formal clients, the last thing you want is a logo that looks like it was made for a preschool.

Your design needs to reflect your brand’s core idea – its personality, its feeling. It’s got to represent what you want your customers to associate with your identity.

An architectural firm, for example, probably has a certain aesthetic they’d want to meet – something sleek, clean and precise. If, on the other hand, you’re a toy manufacturer, you might prefer something colourful, bright and cheery.

Here at our Auckland design agency, we’re all about designing logos that get right down to the heart of your brand. Our warren of hardworking design experts will help you come up with a clean, unique logo that strikes an emotional chord with your customers.

Looking for professional logo design in Auckland? Look no further than us! Whether you’re a fancy start-up in need of a new logo or looking to inject new life into your existing brand, we’ve got you covered. Let us create an engaging logo that sets you apart from the competition.

Let’s have a chat. Hop on a call with us at 0800 WHITE RABBIT (0800 944 837) or email hello@whiterabbit.nz