Keep it clean
In today’s technology-steeped culture, this simplicity becomes increasingly important as marks get smaller, more pixelated, and often printed less. However, some logos may need to work in 60-foot signage as well as in 60-pixel social media icons, so clarity is key.
A great example of this “less is more” approach is the Citi logo designed by Paula Scher of Pentagram in 1998. It’s a razor-concise interpretation of the merger of Citicorp and Travelers Insurance – combining the name of the former and the umbrella iconography of the latter. Brilliant.
Make it classic
But “classic” doesn’t necessarily equate to “timeless.” Great logo ideas evolve as cultures and times change. The UPS logo is an excellent example of this. The logos below are from 1916, 1937, Paul Rand’s definitive 1961 redesign, and FutureBrand’s current update from 2003.
Every version of the UPS logo is more clean, more clear, and more current than the next – all while maintaining the brand’s identity of trust and reliability. And they’ve done this for 100 years using the color BROWN. Unbelievable.