Send The Right Message

Have you ever come across a company logo that looked like a jumbled mess of drawings? Where there were so many elements competing for your attention that you didn’t even know where to look or what it all meant? The job of your logo is to communicate what your business is all about in an instant. But if you try to say too much in that instant, it’s more likely your customers and prospects will either not get the message or get the wrong message.

The key to avoiding a confusing logo is to keep it simple. Here are three easy steps to create a clear, uncomplicated logo as part of a corporate identity development strategy — a logo that communicates your key message to your target audience:

  1. Don’t try to say too much. Your logo should tell the story of your brand. That story is made up of four parts:

    • Your company’s personality
    • The type of services or products you offer
    • What distinguishes you from your competition
    • Who you can best help

    Once you develop your brand story, scale it back to one or possibly two main ideas that you want customers and prospects to instantly see in your logo. If you’re trying to tell a complicated story, then your logo design will reflect that and have little impact. Again, simple is best.

  2. Don’t include too many details in the icon. A logo that contains a lot of visual elements may turn out to be too complicated. Keep the number of shapes, lines, and other design elements at a minimum to make the image as clear and clean as possible. If you include too many design elements, it’s more likely that when you scale the logo down, some of the finer details will be blurred, and it may not print well.
  3. Keep the icon and the name of your company separate. If you layer your company’s name on top of the icon in your logo, it can be difficult to read. Moreover, if you include text on top of the icon, the concept may get lost. Separating the image and the company name will make both easier to read and understand.' About Erin Ferree

Erin Ferree is a brand strategist and designer. She works with small businesses to create brands with substance and style that fit their businesses perfectly.
She's designed brands for hundreds of small business all over the world. Her brands help her clients attract their ideal clients, outshine their competition and make them unforgettable. She also works with small business owners to develop complete clarity about their brand positioning and to develop total brand clarity.
Her award-winning design work and her writing on design have been published in many books and periodicals.
Erin lives, cooks and plays tug-of-war with her dog Stanley in San Luis Obispo, California. Her website is


  1. Thanks for this amazing tidbit! I will definitely have to use this in my blog!


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