Complexity vs Simplicity

The amount of effort it takes to read or perceive all the elements of a logo can make or break a design. Too much detail can be a bad thing. If a viewer decides that your logo is too busy they will create a negative association with your brand.

There is less guidance on directions to take when it comes to over simplifying a logo. The success of a simple logo is not as easy to predict and may need in depth testing to truly see the differences in consumer preferences.

What are you trying to convey about your business? What is the most straightforward way to get people to recognize your logo as one that represents your industry?

Trendy vs Timeless

As there are fashion trends there are logo trends, and it isn’t always in your long term interest to follow them. Creating a trendy logo that follows the style of others can lead to viewers confusing your logo for theirs.

Many established brands periodically toy with their logos, and often they do them in the styles which are trending at the time. This is a practice that works for the well-established but can lead to poor results for those still in the growth phase trying to gain recognition. Be true to your own business and avoid being swayed.

Interpretations of Different Fonts

Font style is an important factor in the messaging of a brand, and is usually one of the first things a viewer will take note of. Different styles convey different tones, from classy and elegant to playful and trendy.

A lot of time can be spent on choosing just the right font, so here is a guide for five broad categories of font style to help narrow it down a little bit:

Serif Fonts

HONDA Logo Bold Serif fontTIME logo regular Serif font

Traditional styling

Commonly perceived as more trustworthy and respectable

Conveys authority and grandeur, confidence

 slab serif variation gives more attitude and modern feel


Microsoft logo Sans Serif font

Emphasis on clean looks and control

Perceived as a more engagement friendly

Seen as a honest presentation


Coca Cola logo script font

Personable, elegant, historic

More likely to inspire an emotional reaction



Hulu logo modern font

Straight to the point

Easy to perceive

Conveys intelligence and style

Doesn’t attempt to be showy

Display/ Decorative

Disney Logo decorative fonr

Unique to the maximum


Highly stylized

Vast range of potential responses from viewers

Entirely dependent on company preference as to what is being demonstrated.

Vector vs Pixel Graphics

Create a logo that can be used at any scale that experiences no image distortion by using vectors. Vectors do not follow the same principle as pixel driven design. Vectors are put in place with parameters such as beginning and end points, line width, color or filling patterns.

Because of the different way that a vector made graphic is defined, these designs will be in a smaller file size.

Maintain a sharp outline without having to worry about the resolution of a traditional pixel driven design.


The world of art is a complex and confusing one at times. Copyright laws and trademarks sometimes make the process of creating a new logo daunting. Theft is not tolerated but to take inspiration from others is a common practice.

Putting in the time and effort of creating a new logo devoid of other companies influence is a sure way to prevent any sort of legal trouble on your end.


Variations of your logo are an important part to think about in terms of implementing your logo across you business and products without just copy and pasting.

The Primary logo should have more details and elements in it that convey the personality of the brand. Primary logo should be formatted in the landscape orientation because a lot of the time it’s being presented as a header along the top of a page, on the side of building etc.

The Secondary logo is a simpler design that has less going on, but still recognizable to the consumer as the logo to the company. Your secondary logo should be easier to read and used in situations where the audience might not have as much time to take in the information presented.

Many brands use more than two variations on their logo, with each being identifiable regardless of how complex or simple they are.

Logo Variation examples