5 steps to logo success | The Giles Agency


Are you full to bursting with excitement and inspiration for a new venture – or itching to breathe new life into an existing one?

You’ll need a way to communicate your brand and passion to the world, a way for customers to instantly recognise you, a link between your old and new brand identities, and a tool for instant engagement. In short, you’ll need a logo.

Logos are deceptively simple. They form a key element of some of the most distinctive and successful brands in the world, and they’re surprisingly difficult to get right.

For a good logo…

Align your logo with your brand

This is so important that it could be rules 1 to 5 combined. You might have the most unique, witty, clever, beautiful concept in mind for your logo, but if it’s unsuitable or inappropriate for your brand, it won’t be successful.

Use colour

By this, we don’t mean for you to cram as many rainbow-bright hues into your logo as possible – we mean clever, sophisticated, effective use of colour. Colour psychology plays in, here; for example, red has been proven to convey energy, yellow is viewed as optimistic, white as pure, and black as powerful. Choose your colours wisely, and your design will convey far more than your visual identity itself.

Be flexible, and plan ahead

While you should stick to your branding for best effect, you’ll likely want to use different logos for different things. Google is a good example of this. While all of the shapes below lack a distinctive brand name, the branding itself is so strong that they all scream “Google”.


Mix words and visuals

According to Airey and Mashable, “a logo consists of two elements: A wordmark and a symbol”. We agree with this, but there’s also quite a bit of wiggle room, here. Instead, we’d say that good logos should avoid excessively ‘quirky’ or over-used fonts, make good use of negative space, and contain some element of visual interest. While some brands stick to words only – Coca Cola, for example – others rely purely on visuals. WWF is a good example of this latter category; while the panda logo is often accompanied by the name of the organisation, it’s highly distinctive by itself.

Simplicity trumps intricacy

Some of the most memorable logos in the world – which, after all, is what you want your logo to be – are the simplest. Logos must be recognisable and clear at both very small and very large scales, and easily visible from afar. In fact, “the simpler the logo design is, the more memorable it will be,” says Paul Bies, President of Mystique Brand Communications.

How can we help?

Our talented team of designers is on hand for any an all of your design needs. If you’re interested in a no-obligation consultation with The Giles Agency, don’t hesitate to get in touch.