The document provides guidelines for designing an effective logo, including keeping the logo simple, memorable, timeless, versatile, appropriate, and considering color and type design. It discusses maintaining simplicity while avoiding being overdrawn, grabbing attention with a hidden meaning or unique approach, having longevity, working in black and white or at different sizes. It also addresses appealing to the target audience and avoiding clichés or sensitive topics, and considering type categories, contrasts, and color. The document ends with examples of logos that are better or worse at following the guidelines.

1. Brand Identity & Design
Abby Richardson

2. LOGO Design

3. Simplicity
• K.I.S.S. Keep it Simple, Silly!
• Makes logos Easily Recognizable & Versatile
• Try to find a balance between Unique without
being Overdrawn

4. Memorable
• Grab the viewer’s attention immediately
• Intrigue the viewer with a Hidden meaning or
especially Unique approach
• Must also be Simple and Easy to See or Read

5. Timeless
• Educate yourself on current trends in advertising so
you can AVOID THEM!
• You want an image that has longevity and will appeal
to people 10 years from now as well as today

6. Versatile
• Is it effective in both Black & White and
Color?
• The size of a postage stamp?
• The size of a billboard?

7. Appropriate
• Does it appeal to your target Audience?
• Avoid clichés or culturally sensitive topics?

8. Keep Color In Mind

9. Type Design
Categories of Type
• Old Style
• Modern
• Sans Serif
• Slab Serif
• Script
Type Contrasts
• Size
• Weight
• Structure
• Form
• Direction
• Color

11. LOGOS:
Which is better?

12. Animal Planet
Old New

13. Detroit Lions

14. Sunkist

15. Pyramid Breweries

16. Yahoo!