The Power of Simplicity in Logos – Sometimes Less is More

Most often than not, the simpler the logo is – the better. However, this simplicity doesn’t mean having a very basic mark and thinking that it’s the key to success. Creating a simple logo that still has a character is a very fine job that requires skill and time. So, does it worth it?

First of all, let’s define what is a simple logo according to Unikorns to avoid any interpretations. To us, it means that a logo is made of simple, “easy to digest” shapes, and is easy to remember. Apple’s logo from 1976 is the example of the opposite. But the next version (and the current, basically) represents what we’re talking about.

However, making and using a simple logo is not that easy and can be no fun too.

⨁ It’s easy to remember!
Human brain is an incredible machine and still, complex visual symbols can easily slip our minds and neither designers nor brand owners want this to happen. Simple logotypes have better chances to be remembered and later recognized. You might remember that funny test when people were asked to draw logos from memory. The results? The simpler the logo, the closer the drawing.

⨁ Brand applications, i.e. possibilities.
The logo isn’t created just to exist in a brand manual, it has its own life. It exists in various sizes and on multiple surfaces. A huge logotype can be placed on a billboard, a tiny logomark can appear as a part of enamel pin design, not to mention the business cards, pitch decks, event booths, and all the other assets that may be a part of complex campaign or strategy. Simple logo allows for great scalability and easier production (embroidery, printing, engraving, etc.)

However, simplicity is a tool, and just like any other tool, it has its downsides.

⊖ You can re-create an existing logo by accident.
Just because there’re less variations of the logomarks made of basic shapes comparing to complex marks consisting of several visual symbols. So designers should be well aware of such situations or make conscious decisions when keeping such a symbol.

⊖ Simple logo on its own won’t let a brand to stand out.
We mean, it’s just the part of the truth. A common thing to say is that simple logo helps to stand out. That’s not true because nowadays every company is being told that by designers, so imagine a row of different brands’ logos, each is simple and… stands out? It’s not simplicity itself that helps to stand out. Unless, of course, all brand’s competitors have complex emblems instead of logotypes.

An important thing to remember is that a logotype doesn’t define the whole brand and its identity, it’s just the part of a bigger system. If you’re a client reading this article and your company’s brand identity is currently being crafted, here’s a small piece of advice from Unikorns team: try to not be too judgy about the whole identity by a logo only. even if it seems to be too simple, it doesn’t mean that your brand will suffer from that. Better ask your designers for brand applications examples and competitors comparison ;)

Even if a logo is very simple and you might be afraid of confusions with other logos, think of such examples as Flickr (two dots), Securitas security company (three dots), or British Council (4 dots).

We’re not commenting on design decisions, but when you see British Council, you don’t think about Flickr. Maybe we just underestimate the power of time, marketing efforts, and people’s ability to think within context?

At Unikorns, we love simple logos and we strive for all the “Pros of simplicity” in our works. Z2A Digital was no exception.

The idea we want to share is applied to all logos, not only the simple ones. But it’s the foundation so we want to say this out loud. Logo should be the result of core brand principles. Yes, this may mean having a very simple yet memorable mark. And it was the case with our client, Z2A Digital.

This company has made it very clear right from the start that it has strong values set in stone: innovation, result orientation, growth, and transparency. Sure thing, we had different options. But the chosen one hit different, it was spot on.

Simplicity, good recognition, and scalability in one mark – an upward arrow that not only works just fine but also represents what’s important for Z2A Digital, what makes them who they are. Growth and results improvement are a constant part of their identity and the foundation of their actions that can be even seen in website copy.

When creating a logotype, don’t start with how the logo should look. Start with what it should reflect and how should work. Simplicity can only be some kind of a guidance, but not the goal itself. It may happen that having a complex emblem will reflect a company values better (which doesn’t mean that they won’t need a simpler version – favicons still exist.)