When it comes to logo design, the old cliche “less is more” rings true.

The trend towards minimalist logos is at an all-time high due to a shift towards modern design, as well as our use of technology. At a time when mobile-only internet users have surpassed desktop-only internet users, you have to consider: How is my logo going to look on a tiny screen?

By the time a logo is scaled down for smartphone viewing, it’ll likely be less than a centimeter wide. This is where simple logos have an advantage, since complex logos tend to become illegible as they shrink in size.

Here are some general guidelines to keep in mind for creating a logo that kicks ass in any format:

  • Fall flat.

    Flatness means no blurs, shadows, or textures. By the time the design is shrunk down, these effects tend to resemble a dark blob.

  • No rainbows.

    It’s best to limit the number of colors in your logo to a maximum of two or three. This makes the design more legible, enhances brand identity, and reduces printing costs.

  • Shape up or ship out.

    Your logo should ideally be “boxy.” The more rectangular its shape, the smaller the text and images become as it is sized down, whereas boxes and circles show more detail.


But hey, there’s always exceptions.

Take, for example, pretty much any beer logo. While scalability is an essential aspect of logo design, in the end, it is most important that your logo is an effective, accurate portrayal of your brand.

Check out some of the logos the Moose has created here.



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