What are the principles of logo design?

 

Deep dive

A logo represents a company, brand, or service. It’s a part of the brand’s visual identity but it also serves UX purposes: 

1. It reminds visitors where they are—that is, what app or website they’re using.

2. It facilitates navigation to the home page when placed in the top-left corner. Most apps and websites no longer include a “Home” button in the navigation.

3. It increases brand awareness and recognition, appearing across all marketing channels—website, social media, videos, and print. 

While logo design is primarily the responsibility of a graphic designer, you may occasionally be involved in the process. Let's go over the key principles of logo design and its main elements.

Logo design principles

1. Simplicity

Why it matters: In our visually cluttered world, a simple logo cuts through the noise. It's easily recognizable, scalable, and memorable. 

How to achieve it: Distill the brand's essence into its most basic form. Use clean lines, minimal elements, and avoid unnecessary details.

Ask yourself: Can I remove any element without losing the core message?

2. Memorability

Why it matters: A memorable logo sticks in people's minds, ensuring your brand stays top-of-mind.

How to achieve it: Employ unique shapes, color combinations, or a clever twist on familiar imagery. Use negative space creatively. 

Ask yourself: Is this logo distinctive enough to stand out from the competition? Would I remember it after seeing it once?

Example: The Amazon arrow cleverly doubles as a smile, suggesting customer satisfaction and pointing from A to Z, implying they have everything.

3. Timelessness

Why it matters: Trends come and go. A timeless logo ensures your brand remains relevant for years to come.

How to achieve it: Avoid overly trendy fonts or design elements. Focus on classic shapes and enduring concepts.

Ask yourself: Will this logo still be effective in 10, 20, or even 50 years?

4. Versatility

Why it matters: Your logo will appear across various mediums—from your website and social media to print materials and merchandise.

How to achieve it: Choose a vector format, ensuring the design is scalable without losing quality. Test it in different sizes and color schemes (including black and white). We’ll discuss it further. 

Ask yourself: Does it work equally well on a billboard and a business card?

5. Relevance

Why it matters: Your logo should be appropriate for your industry and target audience. A playful, cartoonish variant might be suitable for a children's toy brand, but not for a supply chain management system. 

How to achieve it: Research your competitors and your audience. Understand the visual language of your industry. 

📚 Related reading: Research study: How logo designs impact brand trust

Ask yourself: Does this logo accurately reflect my brand's personality and values?

6. Color choice

Why it matters: Colors evoke emotions and associations.

How to achieve it: Understand color psychology. Consider your brand personality and target audience.

Ask yourself: Do our brand guidelines have specific colors? Are the chosen colors accessible to people with visual impairments? What kind of emotions do these colors evoke?

📚 Related reading: Do different cultures perceive colors differently? How does this affect design decisions? and What color combinations or contrasts should I avoid to create an accessible logo?

7. Typography

Why it matters: The right font can enhance your logo's message and personality.

How to achieve it: Choose a font that's legible and complements your design. Consider the font's weight, style, and spacing.

Ask yourself: Does this font align with our brand's tone and style? Is it easy to read at different sizes?

8. Balance

Why it matters: A balanced logo feels harmonious and visually appealing.

How to achieve it: Distribute visual weight evenly. Consider the size and placement of each element. Utilize symmetry, asymmetry, or radial balance to create a sense of visual equilibrium.

📚 Learn more about principles of good logo design by Paul Rand. 

The rationale behind the principles of logo design

These logo design guidelines are backed by:

Cognitive fluency: The easier it is for our brains to process information, the more we tend to like it. A complex variant requires more cognitive effort, making it less appealing and memorable. 

📚 Related reading: How Cognitive Fluency Affects Decision Making

Gestalt principles: These principles of visual perception explain how we organize visual elements into meaningful groups. Concepts like proximity, similarity, and closure can be used to create a cohesive and impactful design.

📚 Related reading: Gestalt Theory in Logo Design

Brand differentiation: A logo should set your brand apart from competitors. In a crowded market, a distinctive logo helps establish brand recognition and loyalty. 

Types

There are three main logo types:

• Logos that only consist of type—denoting the name or initials of a company.

• Those combining text and a symbol.

• Symbols alone, without accompanying text.

Let’s review their variations. 

1. Wordmarks (logotypes)

Wordmarks are simply the company name. 

Companies with short names often go for it, especially when it's a single word or a hyphenated name. If the name has two words, you can stack them together or consider a monogram.

When to use:

• If the company has a distinctive, short, and memorable name.

• If there is a new business looking to build brand recognition.

• You’ll invest in choosing unique fonts and colors that represent the brand identity.

Ask yourself:

• Does the typography convey the brand's personality?

• Is the font legible in various sizes?

• How will the wordmark look in different colors and on different backgrounds?

2. Lettermarks (monograms)

Lettermarks use one to four letters, often representing the company’s initials or its first letter. If the company name is long, a monogram can be a great alternative to a watermark.

When to use:

• If the company has a long name that's difficult to remember or display.

• If the initials are distinctive and memorable.

• If you want to create a sense of heritage or legacy. Lettermarks are often used by law firms, financial services, government agencies, or corporate consultancies. 

• If you aim to transcend language barriers.

Ask yourself:

• Are the letters easily distinguishable?

• Does the lettermark convey the essence of the brand?

3. Pictorial marks (symbol/icon)

This type uses a symbol or icon to represent the brand. 

The symbol can be pictorial, depicting a real-world object (like Apple’s logo), or it can take on an abstract form.

Pictorial marks don’t include the company’s name, which can be a risky choice for a new business that needs an easily recognizable name. 

However, they tend to be more efficient for cognitive processing. The human brain can interpret images roughly 60,000 times faster than it does text. It only takes about 13 milliseconds to process an image, and visual content makes up 90% of the information our brains receive.

When to use:

• If the brand has a strong visual association.

• If you want to create a memorable and easily recognizable symbol.

• If you aim to transcend language barriers.

Ask yourself:

• Is the symbol relevant to the brand's identity?

• Is the symbol simple and memorable?

• How will the symbol scale across different applications?

4. Abstract marks

Abstract logos rely on symbols, fonts, or colors to represent a company or product without depicting anything literal. 

Abstract marks work well for companies that want to stand out while keeping their identity open-ended and flexible. It allows users to interpret and attach their meaning to the brand, making it more personal and adaptable.

When to use:

• If you want to evoke a specific emotion or idea.

• If you want to create a unique and memorable visual identity.

• If your design needs to scale well across various platforms and sizes.

• If your brand name is long or complex and you want a simpler, more memorable symbol.

• If you want a logo that’s easily recognizable even in small sizes.

Ask yourself:

• Does the abstract mark convey the desired message?

• How will the abstract mark be perceived by the target audience?

5. Mascots

These logos have an illustrated character that represents the brand.

When to use:

• If you want to create a friendly and approachable brand personality.

• If you want to appeal to families and children.

• If you need a character to be the face of your brand.

Ask yourself:

• Is the mascot relevant to the brand's identity?

• Is the mascot relevant to the industry?

• Is the mascot appealing to the target audience?

• How will the mascot be used across different platforms?

6. Combination marks

Combination marks combine a wordmark or lettermark with a pictorial mark, abstract mark, or mascot.

When to use:

• If you want to reinforce a brand name with a visual element.

• If you want to create a versatile design that can be used in different contexts.

• If you need a logo that's both memorable and informative.

Ask yourself:

• Do the elements complement each other?

• How will the logo look in different configurations?

7. Emblems

Emblems feature a symbol or icon enclosed within a shape, often a badge, seal, or crest.

When to use:

• If you want to convey a sense of tradition, heritage, or authority.

• If you want to create a classic and timeless look.

• If you need a logo that's easily recognizable and stands out.

Ask yourself:

• Does the emblem convey the desired message?

• How will the emblem scale across different applications?

Shape 

Different shapes evoke different emotions and associations, influencing how people perceive a brand. 

Here's a breakdown of common logo shapes and their associated meanings:

Geometric shapes

• Circles: Represent wholeness, unity, and eternity. They often convey a sense of community, trust, and stability. 

• Squares and rectangles: Project stability, balance, professionalism, strength, reliability, and order. They are often used for finance, technology, and corporate services. 

• Triangles: Symbolize power, energy, and direction, innovation, progress, and dynamism.

Organic shapes

• Curves: Evoke feelings of comfort, softness, approachability, creativity, happiness, and movement. 

• Spirals: Represent growth, transformation, evolution, creativity, energy, and mystery.

• Natural shapes: Such as leaves, trees, and water droplets, convey a sense of nature, growth, and sustainability. They often represent health, freshness, and tranquility.

Abstract shapes

Abstract shapes offer versatility and uniqueness. They can be used to create a distinctive brand identity and convey a wide range of meanings depending on the design.

Remember: Color, orientation, and surrounding elements can influence the meaning of a shape.

📚 Related reading: What’s a shape and what role do shapes play in design?

Questions to ask yourself:

• What are the brand's core values and personality?

• Who is the target audience, and what shapes would resonate with them?

• What message do we want the logo to convey?

• Did we consider the meaning of shapes in logo design?

• How will the logo be used across different platforms and mediums?

📚 Related reading: How can shapes be used effectively in design?

More tips 

1. The "golden ratio" is a mathematical proportion often found in nature and art, believed to be aesthetically pleasing. Many successful logos, like Apple's, incorporate the golden ratio in their design. Consider using the Golden Ratio Calculator (GRC) for applying sacred geometry to ensure mathematically pleasing proportions.

2. Shapes can be used to create a visual hierarchy and guide the viewer's eye.

3. Simple and recognizable shapes are easier to remember and reproduce across different mediums.

4. The meaning of shapes varies across cultures. Consider the cultural background of your target audience and psychology of shapes in logo design.

5. Conduct thorough testing with your target audience to ensure your logo is perceived as intended.

Aspect ratio 

The logo aspect ratio is the proportional relationship between its width and height. It’s expressed as two numbers separated by a colon (e.g., 16:9, 4:3, 1:1). A 1:1 aspect ratio means the logo is a perfect square. A 16:9 aspect ratio means a wider, rectangular shape.

When resizing, always maintain the original aspect ratio. Most image editing software (like Adobe Illustrator or Photoshop) has a "Constrain Proportions" or similar option that automatically locks the aspect ratio for the logo while you resize.

Pro tip: For applications where the logo needs to work across a wide range of screen sizes, consider using a responsive option. This approach involves having different versions optimized for different contexts. For example, you might have a full logo for your website header and a simplified icon for mobile.

Size 

Size isn't a one-size-fits-all situation. It needs to adapt to different contexts. Here's how to approach it:

Understanding logo size

Minimum size: Establish a minimum size to maintain legibility, especially in smaller applications like website favicons or mobile app icons. A good rule of thumb is to keep key logo elements at least 6 pixels high and avoid shrinking it to the point where details become indistinguishable. 

Contextual sizing: Adjust the size based on its surrounding elements and the overall layout. For example, in a hero section of a website, the logo should be larger and more prominent, whereas in a sidebar or footer, a smaller version is more appropriate.

Responsiveness: Your logo must scale seamlessly across different screen sizes and resolutions. Ensure your files (SVG or high-resolution PNG) are optimized for responsiveness, so they appear crisp and clear on desktops, tablets, and mobile phones. 

Working with logo size

Implementing sizing effectively involves clear communication and collaboration with developers. Here's how to organize the process:

Style guide: Document minimum logo sizes, usage guidelines, and spacing requirements in a style guide. 

Clear specifications: Provide developers with precise dimensions and formats for different use cases, such as the website header, sidebar, pop-up, or internal pages. 

Collaboration: Work closely with developers to test design implementation across various devices and screen sizes. 

Common logo sizes

Website logo dimensions for horizontal layouts:

• 250px by 150px

• 350px by 75px

• 400px by 100px

Website header image dimensions:

• 160px by 160px

Website favicon image dimensions:

• 16px by 16px

• 32px by 32px

• 48px by 48px

Questions to ask yourself:

• Do we have brand guidelines with specified proportions?

• What's our minimum supported screen size?

• Are there any legacy systems to consider?

• What's the primary user journey where the logo appears?

• How does the logo interact with other navigation elements?

• Is the logo part of any interactive elements?

Typography

Before diving into logo typography choices, you need a deep understanding of the brand. What is the brand's mission, values, and target audience? Is it a data-driven analytics platform for enterprises or a secure B2B financial management tool?

The best logo fonts match the character of the logo. This influences the overall impression: for example, strict, geometric fonts enhance a sense of stability and reliability, while rounded and soft fonts add friendliness and openness.

 Daya Danyliv

 Graphic designer at Cieden

 

Font categories and characteristics

Familiarize yourself with the main font categories and their characteristics:

• Serif fonts: (e.g., Times New Roman, Georgia) convey tradition, formality, and trustworthiness.

• Sans serif fonts: (e.g., Arial, Helvetica) are often seen as modern, clean, and minimalist.

• Script fonts: (e.g., Brush Script, Alex Brush) evoke elegance, creativity, or a handwritten feel.

• Display fonts: (e.g., Impact, Playfair Display) are decorative and best used sparingly for emphasis.

Selecting the right font

Alignment with brand personality: Does the font reflect the brand's tone and style? A tech startup might choose a sleek sans-serif font, while an enterprise-level platform might opt for a classic serif to convey trust and professionalism.

Legibility: Is the font easy to read at different sizes and across various applications? Avoid overly decorative fonts for logo design that might become illegible when scaled down.

Uniqueness: Does the font stand out and contribute to the memorability? Consider customizing a font or creating a unique combination of fonts to achieve distinction.

Number of fonts: Limit the number of fonts to two, or even one to avoid visual clutter.

Ensuring readability at different sizes

Scalability testing: Test the logo at various sizes, from small applications like favicons to large billboards. Ensure the font remains legible and recognizable across all sizes.

Spacing and kerning: Adjust the spacing between letters (kerning) to optimize readability, especially at smaller sizes. Tight kerning can make letters appear cramped and illegible.

Stroke weight: Consider using a bolder font weight for smaller applications to maintain legibility. Conversely, a lighter font weight might be more suitable for larger displays.

Simplicity: Favor simple, clean, business logo fonts over overly ornate ones, as they tend to scale better and maintain readability.

📚 Related reading: How do I choose a typeface for my application?

Questions to ask yourself:

• What personality traits should your typography convey?

• Are there existing brand fonts to align with?

• What industry standards or expectations exist?

• Will the logo need multilingual versions?

• What are the minimum display sizes needed?

• Which platforms will primarily showcase the logo?

• Are there file size restrictions to consider?

• Will the logo be used in both print and digital formats?

• How will the font perform at different resolutions?

• Are there thin elements that might disappear at small sizes?

• Does the typography maintain clarity across all use cases?

• What's the minimum readable size for this font?

Padding and spacing

The universal principle is to give the logo enough space to breathe. Additional recommendations depend on specific cases. Here are some general guidelines to consider:

• Use consistent logo padding to maintain visual balance and avoid clutter.

• The padding should be at least equal to the height or width of a key element of the logo, such as a letter or icon within it. A general rule is to leave at least one "X" space around the logo, where "X" equals the logo's smallest internal element (like a letter's height).

• Adjust padding proportionally based on screen sizes.

• Keep sufficient spacing between the logo and nearby UI elements (like navigation menus or text) to prevent overlap.

• Maintain consistent margins for logos in repetitive layouts.

• Allow for flexible padding and spacing in cases where the logo interacts with other elements, such as in modals, sidebars, or footers.

• Test the design in various contexts (e.g., mobile apps, dashboards, or web headers).

📚 Related reading: How does the logo placement influence other UI components?

Variations

1. The primary logo: This is your primary logo, the full representation of your brand identity. It usually includes the company name and its symbol or icon.

2. The secondary logo: Sometimes your primary option might be too complex or large for certain applications. A secondary logo is a simplified version, often just the icon or a shortened version of the company name.  

3. Submark: This is an even more condensed version, often a small icon or monogram. Submarks are incredibly versatile and work well as favicons, social media profile pictures, or watermark elements.

4. Black and white versions: Essential for situations where color isn't available or appropriate, like print documents or merchandise.  Ensure your design translates well in grayscale without losing its impact.

5. Vertical and horizontal orientations: Having both vertical and horizontal versions allows your logo to adapt to different layouts and spaces.

6. A reversed out: This is a color-based variation where a typically colorful logo is presented in a single color. This variation can be further adjusted by using different colors or opting for a transparent background. It is especially useful for situations where the logo needs to be printed in black and white or when it's placed on a busy, colorful background that requires contrast for clarity.

Business logo design often includes dark and light mode variations. 

Questions to ask yourself:

• Do we need primary and secondary versions?

• Should we create a submark for smaller applications?

• Is there a need for black-and-white versions for print?

• How about vertical and horizontal orientations for flexibility?

• Have we ensured accessibility for colorblind users?

• Is the logo scalable and clear across various sizes and platforms?

Explore the industry context 

The design process largely depends on the context in which it will be used and the type of product it's being developed for. Specifically, there are two main environments that influence the timeline, number of concepts, and complexity of the presentation.

Interface design: This approach is ideal for new or fast-moving startups and projects with limited resources and tight deadlines. The primary focus is on quickly creating and launching a logo that helps the product enter the market and become recognizable to its audience. Typically, 3-4 basic concepts are developed to facilitate a quick presentation and approval.

Comprehensive branding: This approach is used for companies that already have an established client base or history in the market or those with a larger budget. Here, the development involves thorough market research, a deep understanding of the target audience, and consideration of the overall corporate identity. Often, a single concept may take a month to develop before being presented to the client. After the presentation, additional iterations can be agreed upon if needed.

Discovery

You’ll dedicate a significant amount of time to the Discovery phase, which generally includes the following stages:

1. Brand research: Analyzing the brand's values, mission, and overall style.

2. Competitor analysis: Reviewing competitors' logos to ensure uniqueness.

3. Target audience analysis: Identifying the demographics and interests of the users.

4. Visual references: Collecting stylistic examples and sources of inspiration.

5. Technical requirements: Considering how the logo will be used across different formats.

6. Sketching: Creating initial sketches based on the insights gathered.

7. Vector development: Developing vector versions.

File formats and optimization

Different file formats serve distinct purposes, each with its strengths:

1. AI (Adobe Illustrator) files:

• Best for design and editing: Files in AI format are vector-based, allowing them to be resized without losing quality and easily modified.

• Ideal for master files: AI files should be kept as the master file for future edits or updates.

2. EPS (Encapsulated PostScript) files:

• Versatile and compatible: EPS files are widely used vector formats compatible with various graphics programs like Adobe Illustrator and CorelDRAW. They are scalable without quality loss. 

• Common for print: Due to their versatility, EPS files are often used for professional printing.

3. SVG (Scalable Vector Graphics) files:

• Web-friendly format: SVG files are specifically designed for web use, offering lightweight, scalable graphics without losing quality.

• Supports HTML embedding: SVGs can be directly embedded into HTML, making them ideal for responsive logos on websites and online platforms.

• Retains high quality: Files in SVG format can be scaled infinitely, which is particularly useful for high-resolution displays.

4. PDF (Portable Document Format) files:

• Universal compatibility: PDFs are universally recognized and can be opened in various programs like Adobe Acrobat, Illustrator, and even some word processors.

• Preserves vector quality: When saved as a vector, PDF files ensure logos retain their quality when resized, making them suitable for both digital and print applications.

• Easy sharing: PDFs are often used for sharing logo files, as they are widely accessible and maintain the integrity of the design.

5. PNG (Portable Network Graphics) files:

• Ideal for web use: PNG files are raster-based, making them suitable for web graphics, including logos, due to their support for transparent backgrounds.

• Lossless compression: PNGs retain quality without compression artifacts.

• Supports transparency: This format is perfect for logos that need to be placed over various backgrounds without a white box or border.

6. JPEG (Joint Photographic Experts Group) files:

• Not ideal for logos: JPEG files are raster-based and often lose quality when resized, which makes them less suitable for logos compared to vector formats.

• Common for web graphics: JPEGs may be used for simple web graphics or smaller-scale prints but are not recommended for high-resolution or professional usage.

• Small file size: JPEG files are compressed, which reduces file size but also sacrifices quality—particularly noticeable with detailed or high-contrast logos.

7. GIF (Graphics Interchange Format) files:

• Limited use for logos: GIFs are not recommended for logos because they only support limited colors and are best suited for simple animations or low-resolution web graphics.

• Suitable for animated logos: If a design includes simple animation, GIF may be an option, though other formats like SVG or video files are often better.

8. TIFF (Tagged Image File Format) files:

• High quality for print: TIFF is a raster format that supports lossless compression, often used for high-quality image printing.

• Not ideal for logos: Due to its large file size and potential quality loss when resized, TIFF is not recommended for logos that need to be scaled or used in multiple contexts.

Summary: Vector formats such as AI, EPS, SVG, and PDF are ideal, as they allow for scalability, quality retention, and easy modification. Raster formats like PNG can be used for specific web applications, while JPEG, GIF, and TIFF are generally less suitable due to limitations in quality and scalability.

⚠️ Common mistakes to avoid

Learning from your mistakes is important, but many problems can indeed be predicted and avoided. Based on Cieden's collective expertise, we're sharing the most common ones.

• Skipping research phase; 

• Following trends blindly; 

• Insufficient testing;

• Poor scalability; 

• Overcomplicating the design;

• Ignoring digital-first requirements;

• Not planning for UI framework compatibility;

• Neglecting dark mode considerations;

• Missing accessibility guidelines;

• Ignoring enterprise context;

• Insufficient stakeholder validation.

🛠️ Useful tools 

These tools will make your job easier and more effective.

• VectorScribe Plugin – A plugin for precise geometric shape manipulation with smart corner and tangent tools, ideal for creating mathematically accurate geometric logos.

• Brandmark.io – An AI-powered shape analysis tool that generates variations based on psychological impact and validates shape choices against industry standards.

• Accessibility Contrast Checker Pro (browser extension) – Tests logo visibility across different backgrounds and color modes.

• LogoLab – An AI-powered tool that provides quick validation of logo scalability and recognition.

• SVGito – Optimizes SVG files specifically for logo implementation, improving load times and performance.

• FontForge Legibility Lab – An open-source tool for testing font rendering across various platforms and pixel densities to ensure consistency and readability.

🤝 Credits

Our content combines the knowledge of Cieden’s designers with insights from industry influencers. Big thanks to all the influencers for sharing awesome content!

• How to Design a Logo: The 7 Most Basic Rules by Rikard Rodin

• Types of Logos: How to Choose the Right One (With Examples!) by Kate

• What do logo shapes say about your brand? by Nick A.

• The Best Logo Sizes: Guidelines for Optimal Logo Dimensions by Ashutosh Ranjan

• How to get the ideal logo size for all your marketing needs by Adobe Express

• Ultimate Guide to Typography for Logos & Branding by Stuart Crawford

• Why Your Brand Need Logo Variations by Orana Velarde 

• Understanding Logo File Types: A Comprehensive Guide by Marnie Hines

• How to Choose the Right Logo File Format...Finally! by Emily Krause

📚 Keep exploring 

Never stop growing. Explore resources on how to design a logo, thoughtfully handpicked by Cieden’s designers.

• The 7-Step-Paul-Rand Logo-Test by Dave Schools

• The Top 41 Logo Fonts and How to Choose the Perfect One by Nisha

• How to make a good logo: the dos and don’ts by Kylie Goldstein

• Logo design vs Branding: What is the difference? by Kanhaiya Sharma

• Logo Design Process From Start To Finish by Arek Dvornechuck