Paul Rand, arguably the best graphic designer who’s ever lived said “If, in the business of communications, ‘image is king,’ the essence of this image, the logo, is the jewel in its crown.”
A logo represents the company and the values the company stands for. It should catch viewer’s attention instantly, and needs to be self-explanatory.
Recently, we designed a logo for Big Leap, a consulting service that specializes in foreign education and immigration. Their target audience consists of college-aspiring students and young professionals in India - for who they enable the "Big Leap" to foreign countries. In fact, we chose the name Big Leap after a ton of consumer research. For the logo design work, the client gave us a free hand.
We followed Miles Sellyn’s logo design principles while creating the logo. Here's how we put those principles in action.
1. First Principle: Keep it simple.
If your logo is too complicated, or has all the elements of your business, it becomes noisy. Instead, keep it simple by only focusing on the most important message you want to convey.
For Big Leap: We see companies in the immigration space showing globe, people, airplanes, and other cliched elements often mixed up together in their logo. In Big Leap's case, we decided to keep it simple by focusing on just the two words, “Big” and “Leap”.
2. Second Principle: Make it memorable.
Miles says that a logo, often your company’s first impression, should create an everlasting effect.
For Big Leap: We came up with a few concepts, and each one tried to mimic the “big leap” or a “leap”. Our artist/graphic designer Aparna, hand-drew the logo from her imagination. Frankly, it was her skill that resulted in an attractive design, that in our opinion is memorable as well.
3. Third Principle: Make it timeless.
The logo should be classic and evergreen. If a logo design is too trendy, it will get out of fashion very soon too.
For Big Leap: We believe, our use of blue, red, yellow - all primary colors and a clean and minimal design gives the element of timelessness to the logo.
4. Fourth Principle: Keep it versatile
The design of logo should be such that it can adapt easily to various applications, from stationery to billboards, or social media to t-shirts.
For Big Leap: Before we finalized final logo, we tested it against various backgrounds to ensure the logo worked well on stationery, signage, on doors, etc. As a result, we refined the geometry of logo and colors so that the logo is versatile.
5. Fifth Principle: Make it appropriate
It is very much necessary that your viewer connects your logo with a story behind it. For example, BMW started out in the aviation space. So, in their logo, the white part represents a moving propeller, while the blue section represents the sky. It was appropriate to their industry, and to their audience.
For Big Leap: Big Leap’s final logo shows a human figure leaping across, and in colors blue, red and yellow. The visual is "appropriate" to their target audience's situation. Plus, the design, colours and font-style give the feeling of a company their customers can trust.
So yeah, that was our design process with Big Leap. The design process wasn't linear, and we cannot rate ourselves 5 out of 5 on each principles. However, directionally, following the principles did help in creating a logo that is great for our client's objectives and his audience.
What do you think?
We’d love to get your feedback or your honest 2 cents on this design. Drop us a line in the comments below. Thanks for reading!