Logo design is getting simpler. Even large companies with a long tradition and a recognizable brand opt for a redesign to simplify the logo and remove excess details. The question is why, when technology is advancing and the possibilities in design are increasing?

Why a logo should be simple

If they were to look for the answer in just one sentence, then they would say that it is because it is easier to remember. Kurt Weidemann , one of the most influential graphic designers and typographers of the 20th century said: ” A good logo is something you can draw with your toe in the sand.”

In today’s time when consumers are overwhelmed with information, the unwritten rule is to simplify messages. More detail and graphic elements mean more information for the consumer to process. That’s why with a simple graphic solution you leave room for your brand to be noticed more easily and thus communicate more easily with your target group.

On the other hand, you should keep in mind that your logo will have a wider application with the development of the brand. Therefore, the logo must be equally clear and accessible regardless of the platform or channel of communication, which means that it should leave the same effect regardless of whether your target group will view it on printed material, a monitor, a tablet or a mobile phone.

The third reason is that a simple logo inspires trust. Such solutions exude confidence and give your brand credibility. A logo should be seen as a signature, not as a story. It should associate consumers with your product or service, not illustrate your offering.

Of course, what is a recommendation and a trend does not necessarily mean that it is also a rule. If you stylize your logo too much, it can end up looking “cheap” and possibly similar to others, so unique details are sometimes desirable to make your logo stand out.

That’s why designers often, through the book of graphic standards , create a graphic solution of the logo with more or less detail so that it can be adapted to the application and dimensions, that is, to different communication channels.

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