The 7 principles of logo design.

Written by Aaron Hill

September 28, 2021

The 7 principles of logo design and why it’s important for your business

Your logo design is the first thing people see when they come to your website. It’s what defines your brand and sets you apart from all of the other businesses out there. Your logo will be on everything, but most importantly it’ll be on business cards, letterheads, advertising materials, social media sites like Facebook and Twitter, products like t-shirts or mugs that you sell at events or online. A good logo makes customers want to buy things that represent your company because they feel a connection with who you are as a business owner.

“Every business needs a logo. It’s the first thing potential customers see and it sets your brand apart from everyone else. When you’re looking for a logo, it can be difficult to find one that speaks to your company’s mission and message without being too busy or complicated.”

-Kristen Cope, Logo Design Expert

A logo is a great way to make your company look professional. It’s important that people recognize you and what you do right away, so having a logo is just as essential as having a good business card. A logo is a company’s face. It is the first impression of your business and how you want to be seen by new customers. A good logo can make or break a business, so having one that lasts for years and attracts attention will only help your bottom line. Logo design companies, like Primary Web Design, take the time to find out what you’re looking for in a design before creating something that will last as long as your company does!

A good logo will create an emotional connection with customers and encourage them to buy your product or service. When designing a logo, it’s important to keep in mind that people actually have to remember the logo. This means you should avoid clichés and use your ingenuity instead. The logo should be easily recognizable and not similar to others. It can also be a combination of words and images, as long as the meaning is clear.

Some of the most recognizable logos today didn’t start out the way they look now. You’d be surprised to know that the Nike swoosh and Apple’s apple didn’t look like they do today. Before the recent logos were created, there were many different ideas. The final product is well-known today because of its simplicity and ease in memorization.

5 Logo design images for the Nike brand

4 Instances of the Apple Logo

There are 7 different principles of logo design that should be adhered to:

  1. Simplicity
  2. Memorability
  3. Originality
  4. Modern Yet Timeless
  5. Balance
  6. Complementary
  7. Versatility

Design simplicity is a style of design which has been around for centuries. It’s more than just a trend, it’s an aesthetic that communicates cleanliness and organization. You can break down the definition of “design simplicity” into two categories: simplified forms and reduced ornamentation. Form follows function – form doesn’t need to be complicated if you’re designing something simple like a pizza box or coffee mug. If you’re designing something complex, then by all means add some complexity! But if not, then keep it as simple as possible with shapes that are easy to reproduce on any size surface without losing detail. In terms of ornamentation, less is definitely more here – keep your logo designs basic so they don’t distract from the product itself!


There are many elements that make a logo memorable. One of the most important factors is color. The colors should represent your brand and be used consistently throughout all branding efforts. Your logo’s design should also be unique, original, and convey what your company does or who you are as an organization. A good example would be Google’s colorful “G” (representing their name). It’s simple but has meaning for their target audience which is why it stands out among other logos in the tech industry.

A Graphical History of the Google logo

Another element that makes logos memorable is typography style – whether it uses serif or sans-serif fonts, italicized lettering, different typefaces, curves, straight lines or wavy lines. A memorable logo will use a typeface that’s recognizable and easy to read from a distance.


So, what makes a logo original? It’s one thing to be different, but it can also be copied. What does it take for your brand’s logo design to stand out in this world of endless competition? A unique idea that has never been seen before is the key. So, what makes a logo original? A clever idea or artistic style may be enough to make it stand out from the crowd, but even then there’s no guarantee of success. The answer isn’t always easy because many factors need to be taken into consideration like the company’s business model and culture as well as its target audience. Take the time to get your companies culture and target market defined and then let that inform your decision on making a good logo. If your company has a good story, it should translate into the logo, and this story is unique to your brand.

Be Modern Yet Timeless

The idea of modern yet timeless design is a paradox. What does it mean to be both? It’s hard to define and even harder to create. A modern yet timeless design is a difficult balance to strike. Many designers will opt to go with one or the other, but not both. However, when done correctly, the result can be truly magnificent and something that stands out in the world of design. Timeless design defies the change in trends and a modern design these days means minimalistic. This can and will change as the years progress as we’ve seen with other logos over the years. Take the Walmart logo or the Starbucks logo as two examples, they have changed many times over the years, but have remained functionally the same.

A History of Logo design for Walmart

4 Separate Logo images for Starbucks

Whereas, the logo for IBM has not only changed functionally, but the business name has changed as well. Keeping this in mind when designing your logo can save a lot of time and effort in the future.

A Graphical Depiction of IBM's Logo Over The Years


Logo balance is a term that refers to the way in which a logo’s design elements are arranged. The most common type of balance is symmetrical, where both sides of the logo mirror each other. You don’t want to put random elements on a page, you want to ensure that each element of the logo are in perfect harmony with one another. Think of balance like weight. If too much is on one side the image appears off kilter. A perfect balance means that each aspect of the logo is in agreement, size, shape and color must all be working in conjunction with one another.


A good logo should be simple and memorable, but most importantly it needs to complement the company’s brand. For example, if you’re trying to appeal to millennials then you might want your logo design in neon colors with rounded edges on letters so they have more of an appealing look for digital platforms. The main goal of any logo should be to create a positive perception for your brand in order to attract potential customers. A great way to do this is by making sure that your logo complements your company’s message and values.


While some logos are more effective on certain media than others, what makes a logo versatile is the ability to be quickly recognizable by its audience. By using color, font and imagery that can be easily understood in any setting, designers ensure their design will last through the ages. A versatile logo can be used in print work, on a website or at trade shows. It can also be used as an embroidery design or for promotional items like pens and t-shirts. The versatility of your logo will help you save money because you won’t need to create different versions of it over time.

Ways that logos are not versatile include using clip art images, using illustrations instead of fonts or using colors that don’t work well together. These logos may get the job done but they leave something to be desired – they’re boring! Versatile logos are exciting, contemporary and fresh without being too trendy.

As a company, your logo is one of the most important parts of how you present yourself to potential customers. A good logo should be simple and recognizable, but it also needs to have some character. There are many different approaches for designing a great logo that will make your company look professional from day one.

When you’re looking for help with design, don’t hesitate to contact Primary Web Design! We work hard every day on our craft and pride ourselves in delivering high-quality graphics that are sure to impress customers. Contact us today for more information about how we can improve the appearance of your business or organization by creating an eye-catching logo design.

You May Also Like…

No Results Found

The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.


Submit a Comment


About Us


Web Design

Prior Work




Social Engineering

Vulnerability Scans

Penetration Testing



Privacy Policy

Service Agreement

Contact Us Easily

13 + 1 =

©2012-2022 Primary Web Design | Hosted by Aaron H. Hill & Associates