There is no doubt that less is more and more is just way too much. Pinch is all about creating simple designs that will withstand the test of time. We are so committed to this movement that it’s even in our tag line! So let's think simple - both designers and potential clients! By simply adding these 3 keys to you keyring, you are sure to end up with an amazing design that will reveal the big name companies whose brands are recognized all over. Now, we believe there are 3 major keys to creating a successfully simple design:
1. Eliminate Extra Elements
Pinterest, Tumblr and Google are our favorite sites to search for design inspiration for new projects. With all of those juicy ideas, it is hard to filter out how you really want your design to look or in which direction we should go. They are all just so good! However, please don’t be a client that wants all 200 logos they love jammed into one. Designer, don’t over-design a logo by adding every technique you learned thus far in your career. We suggest you incorporate 1-2 elements that will catch your potential audience’s eye (see examples). These elements should either be familiar to your target audience or unique and personal to your brand. Also, keep in mind that your logo gets people to the door. By eliminating the extra chaos, the design will attract your target audience and will help to drive business in the right direction.
2. Limit Your Colors
We love color but all the Crayola box colors cannot be in your one logo. We highly suggest no more than 3 colors that work harmoniously together (of course there are exceptions. see example #3). Just think of some big name companies like Coca Cola and Nike…. their logos only contain one color! If that’s the case, 3 colors should be more then enough. Remember, more color won’t make your design better. All attention is not good attention and you do not want people to notice your company for all the wrong reasons. You want your design to tell viewers about your brand, but how can the design do its job if it is blinding the viewers with colors like neon green and fluorescent blue?
3. Focus Your Font
We think this is the most important one and we wanted to save the best for last! The font choice is critical for both designers and clients! It is our job as designers to select the font that will best represent the type of work with which your brand will be associated. Client, it is your job not to fight to have a curly font for your logo when that font looks as though it belongs on a 5 year olds birthday invite. We are not saying that you can’t go against the grain but don’t select the font because it "looks pretty". Combining different fonts can help capture the true essence of your company, but even that has to be a match made in heaven. Your font should invoke the spirit of you brand so be aware of the vibes you send out.
When in doubt, remember to K.I.S.S. the E.L.F – “Keep it simple silly and eliminate, limit, and focus" your logo. K.I.S.S the E.L.F should make it easy for you to follow the 3 tips mentioned above. Remember, Elves are simple little creatures that make magical things happen. Like Elves, your design should be lucid and spellbinding - capturing the viewer and driving them to your business. By bringing these 3 major keys to the door and you will unlock the full potential your logo has in store for you and your brand!
-Peace from Pinch