The Science of Simple Logo Designs
In this video, professor and designer William Lidwell shares his approach for creating effective logo designs. He calls it the ARMM model. Each of his principles tie to cognitive events that happen in our brains when we view a logo. Try these tips for applying Lidwell’s scientific approach to your logo design.
Attention
Lidwell’s first note for simple logo designs is to make them attention grabbing. Every company has a logo now. You need to design one that will stand out. The best way to make you logo eye catching is by originality. Develop a brand that you will want to build on for years to come. Brainstorm images, colors, fonts and icons that fit with your company’s message. This will lay the foundation of a unique logo design.
Response
Logos should create emotional connections. Lidwell says, “this simply means people like it at a gut level, without thinking about it.” Gathering up reviews of your logo designs will help you measure the kind of response you want to evoke. Hold a focus group meeting or email out a survey to collect candid feedback on your simple logo designs.
Meaning
All designs should hold meaning to your company. Just like you use images to highlight the meaning of your presentation slides, logos images should hold meaning behind your company. This is a lot of accomplish with one small image. Lidwell says the logo should line up with your brand values. Ask yourself: when you think of your brand, what visuals come to mind? Are they positive, energetic, compassionate or something else? If you had to draw a picture of your brand values, what would that look like? Thinking creatively about your brand can help you develop effective yet simple logo designs.
Memory
You want people to remember your company. Your logo design plays a part in that. Lidwell says a “logo is easily remembered and recalled. If people can’t recognize or recall your logo, then any benefits will be short-lived.” Our brains remember visuals better than words. That’s why logos are a crucial part of every company’s brand. Apply our presentation design tips to your simple logo designs to make them have impact:
The Science of Memorable Presentations
How We Made Our Core Values Memorable Through Design
Logos are a creative and effective way to make your company stand out, generate reaction, share a message and make an impact on audience. Make sure you are getting the most out of your simple logo designs with these scientific principles.
