If you conduct a Google search using the query “What is a logo?”, you will likely see a blog entry from 99Designs towards the top of the search results. Dispersed within the text, the blog provides sample logo designs. One of the featured logos is an intricate Ragda Mask rendered by a very skilled artist. However, this design isn’t a logo.

Illustration by BATHI.

The illustration is well-executed and it looks cool — So, why shouldn’t this design be used as a logo?

A logo isn’t a picture-perfect illustration. A logo communicates more with less. A great looking logo is just the beginning.

A practical explanation of logo design best practices

In their succinct list, Creative Markets states that a logo should be memorable, timeless, relevant, original, and versatile. Some of these qualities can be subjective. Although the 99Designs post identifies the Ragda Mask design as a logo, it likely represents a fictional organization and additional details could not be verified. For this post, let’s assume that the design is intended to be used as a logo and that it is relevant to the brand’s intended audience and mission. So, the undeniable issue presented by the Ragda Mask design is versatility.

In logo design, versatility refers to…

Colors and Printing: Will the logo be effective as a single color? Will the logo be effective in the reverse color (light logo on a dark background)? The complexity of the design and the amount of color used will be a factor in the cost and reliability of printed reproductions.

Will the logo be effective as a single color? Will the logo be effective in the reverse color (light logo on a dark background)? The complexity of the design and the amount of color used will be a factor in the cost and reliability of printed reproductions. Scaling and variations: Does the logo remain legible and identifiable at large and small sizes? Can the logo be utilized in horizontal and vertical layouts?

COLORS AND PRINTING

Is it a coincidence that nearly all of the brands listed on Interbrand’s “Best Global Brands 2017 Rankings” utilize a limited color scheme? If you scroll through the full list, you’ll notice that the presence of gradients and special effects are very minimal.