What is logo design?

The power and purpose of a logo design is much more significant than what it looks like, which is why it is commonly underestimated and sometimes incorrectly perceived. In order to fully comprehend what a logo is, we must first know what its main use is. In the simplest way to put it in, logos are used for identification. It identifies a company rather than describes the type of services the company provides. Logos are not intended to sell nor explain, instead, it symbolizes the business or product in the absolute simplest form via the use of a mark or icon.

Five basic principles of effective logo design are as follows: it must be (1) Simple, (2) Memorable, (3) Timeless, (4)Versatile, (5) Appropriate. In my opinion, there’s a missing sixth principle which is: it must be clever. A couple of my favorite logo designs are shown above (see cover image). I especially find it most appealing when silhouettes and letters are combined to represent two objects – they’re witty and aesthetically pleasing to look at. In order to design a successful logo, the concept or “meaning” must derive from the quality of the product or business it identifies. It becomes effective if it communicates an intended message in a distinctive, coherent, practical, and again, simple design. Paul Rand, a renowned designer of all time, stated that “A logo is a flag, a signature, an escutcheon, a street sign. The subject matter of a logo can be almost anything.”

Here are a couple logo versions I’ve worked on for the adventurous game, Portal Knights.

Portal Knights 1

Portal Knights 1

Portal Knights 2

Portal Knights 2

Portal Knights 3

Portal Knights 3