10 criteria for logo development

And the 3 categories of logos

 Objectives
! To understand what criteria a logo should pass
in order to be effective.

! To understand and be able to identify the 3

different categories of logos.
 The Problem Logo Scenario
! Fictional character, Bill Duckman owns a company
that installs state of the art sprinkler systems.

! Unfortunately he also owns a graphics

program on his computer - with no prior
graphics experience. Running Bill’s logo
through the 10 criteria we’ll help him out a
bit (or a lot) with his design.
Ten Criteria for Logo Development
1. Visability
! Will it stand out from its surroundings to provide
quick and memorable identification?
! Will the logo stand out from the visual
clutter of a downtown backdrop?
Ten Criteria for Logo Development
2. Application
! How well can the symbol be used in a variety
of applications?
! How well can it withstand technical
applications such as an embroidery or a
video presentation?
Ten Criteria for Logo Development
3. Distinctiveness
! Does it differ from the competitions?

! Can it withstand a legal dispute?

Ten Criteria for Logo Development
4. Simplicity/Universality
! Is the symbol’s concept easy to identify?

! Is it overworked? Is it underworked

and unreadable?
! Does it convey any negative connotations?
Ten Criteria for Logo Development
5. Retention
! Does the symbol have a small interactive mind
game with the viewer?
! Is there a sense of discovery when viewing
the mark?
Ten Criteria for Logo Development
6. Color
! Did the design begin in black and white?

! Will it work for faxing and photocopying?

Ten Criteria for Logo Development
7. Descriptiveness
! Does the symbol reveal to some extent the
nature of the company or product?
! Does it do this without being an exact
literal translation?
Ten Criteria for Logo Development
8. Timelessness
! Will the symbol last 15-20 years?
! Will it last 5 years?
! Is it trendy?
Ten Criteria for Logo Development
9. Versatility
! Will the mark be adaptable to numerous
applications?
! Is the mark diluted by the supporting
typography or other graphic elements?
! Do all the elements work together to form
a single voice?
Ten Criteria for Logo Development
10. Trust
! Does the customer have a trust in the logo?

! Knowing when and what to redesign are the

most important considerations for a designer.
 Three Categories of Logos
All marks fall under one of three categories:
! Descriptive

! Symbolic

! Typographic
 Three Categories of Logos
1. Descriptive
! Uses visual imagery relating to the client’s
product or service.
Three Categories of Logos
1. Descriptive
 Three Categories of Logos
2. Symbolic Marks
! Takes the descriptive mark a step further,
literally incorporating a figurative element in
order to communicate the intangible or abstract.
! The client’s positioning, mission, ethics, etc…
 Three Categories of Logos
3. Typographic Marks
! Sometimes used as a starting point.

! This approach must include some graphic

organization or addition to its content that will
enhance it.
Three Categories of Logos
3. Typographic Marks
 Three Categories of Logos
3. Typographic Marks
! By far the most popular style of logo today are
the ones that use letterforms as a starting point-
they may include some graphical element in with
the design that will enhance or expand on it.

! The Google logo is a perfect example of a

near perfect typographic logo - clean, simple
and powerful.
 Summary
Ten Criteria
! Visibility ! Timelessness

! Application ! Versatility

! Distinctiveness ! Trust

! Simplicity/Universality

! Retention

! Color

! Descriptiveness
Logos with additional meaning
 Summary
Three Categories
! Descriptive

! Symbolic

! Typographic