Simplicity is key when it comes to logo design. Logos are meant for quick recognition – they don’t tell the whole story of your brand and they aren’t meant to.
A fantastic example of this is a brand that my clients often share that THEIR ideal clients love – and that brand is Anthropologie. If we take a look at the Anthropologie logo, it’s pretty simple. It’s what we call a logotype – or type only – logo. I’ll let you in on a little secret – it’s logo font is one I have on my computer and one that anyone can get.
Despite the simplicity of its logo, Anthroplogie is a brand that is loved by women everywhere. The reason? The brand in its entirety is clean but colorful, feminine & classic with modern twists woven in. The color use + their gorgeous imagery + beautiful products + use of white space + their story come together to create an iconic brand that has resonated with so many people, including myself!
While not every logo may be a type-only logo, don’t be afraid to embrace that simplicity. Your logo is only a small piece of your visual brand + story.
Simplicity is difficult to execute
Simplicity done right takes skill to execute. I think there is a misconception that designers just “type out the business name in a font” when there’s a type-only logo but this simply isn’t true – at least not for me!
It can take hours to find the right logo font sometimes and that’s because I’m looking for a very specific feel based on your brand values, goals, and ideal client. I’m looking for a font that (ideally) I haven’t used for another brand yet. Each font evokes a certain feel + aesthetic and I’m looking for THE font.
Once I find “the one” as I jokingly refer to your logo font, I play with spacing + font customizations until I come up with just the right look. Depending on your brand, sometimes this is where I stop and move on to secondary logos. For some brands, this is where I move on to designing illustrations that will accompany the typography I chose for your logo.
Every piece is intentional
Every single part of your brand is intentional. I take cues from the branding strategy questionnaires I’ve sent you to determine your goals + set you up for success for the future. Everything I design has a purpose.
This may look like:
Designing intricate floral illustrations for a wedding photographer who is trying to attract couples who care about the details of a wedding day like florals, shoes, wedding planners, etc.
Picking a modern serif font with high contrast thick/thin lines for a high end, fashion inspired brand.
Choosing happy colors for a brand that is warm, welcoming, and joyful.
Basing your brand on the foundation of branding strategy helps us to create a brand that is cohesive and sought after by your ideal clients.
Beyond the logo
Creating branded touch points that your ideal clients interact with along their branding journey with you is a must, especially when you break into a luxury price point in your industry. Practical items like your website, welcome guides, + fun items like postcards, stamps, branded packaging all make a huge impact and help create an experience your clients will talk about.
If you are looking to elevate your business with custom branding, I’d love to chat!