Hi! I wonder if you have any tips for designing a long term logo for a brand? I want mine to be very personal and recognizable, but I also want it to be sustainable and versatile. And mostly I would love it to be just a font, so it is readable by google. How. Dafuq. Can I do that?! And also, do you know if there are any logo trends coming up that I can make use of?FIT by Emma Hå – http://fitbyemmaha.com
I’ll let you in on a little secret: the most timeless logos are typically the simplest ones.
In fact, “trendy” and “timeless” are practically antonyms.
Let’s talk about what I mean by “trendy”.
Have you ever seen a font get really popular really fast on Creative Market?
Odds are, it’s trendy. It comes into fashion, is hot for a few months, then suddenly EVERYONE is using it, then it falls out of fashion. If written in this font, your logo probably goes through this cycle:
- SO AWESOME!
- Looks like everyone else.
- So overdone.
People get tired of trends.
That’s the problem with trends. Something becomes cool, then EVERYONE is doing it, then people get tired of it and see it as unoriginal (because everyone has done it).
I’m hesitant to name some actual fonts because I don’t want to hurt peoples’ feelings. So first, let me be very clear…
That being said, here are a few examples of fonts that have EXPLODED in popularity, created (or followed) trends, and then died out a bit:
- Subtle handwritten fonts (like Brain Flower).
- Really feminine, scripty fonts (like Stringfellows).
- Messy, thick brush fonts (like Manhattan Darling).
“But that font represents my brand PERFECTLY! Are you saying it can’t be my logo??” — Not necessarily.
I’m not saying “Don’t use these fonts.” That’s not what I’m saying at all.
I’m saying: using these fonts because they’re ‘hot’ and ‘trendy’ is a mistake if you’re looking for a timeless logo. It means you’re jumping on the bandwagon because it’s popular now.
Your logo shouldn’t be a representation of a current trend. If it is, you will get tired of it, and so will everyone else. Your logo should be a representation of YOU and YOUR BRAND.
So if a thick brush font represents your brand COMPLETELY and it totally resonates with you, your message, and the vibe for your whole blog/website/company, then go for it!! Own the mother fuck out of that font.
But if your brand was never about thick brush fonts, then you see the font and suddenly fall in love with it, don’t jump on the bandwagon. This one moment of love for a font won’t give you a timeless logo; it will give you a trendy logo that you’ll probably end up redoing in just a few months.
A timeless logo isn’t one you SUDDENLY fall in love with. It’s something that represents your whole brand and vibe so clearly.
As I said at the beginning, the most timeless logos are typically the simplest ones. More complex, stylistic designs tend to go in and out of fashion more easily, which is why they’re typically not timeless.
Think about all the companies you know well and imagine they’re logos. Most of them are probably going to be super simple serif or sans-serif fonts. Very few scripts, brush strokes, or handwritten letters.
Incredibly simple, famous logos.
Simplicity works. It can stand the test of time.
Most of the logos from that list that have been redone (like Microsoft) are the ones that USED to be very stylized. The ones that have stood the test of time (FedEx) were always incredibly simple.
Now and then, a company has a more complex one, but because it represents their brand completely.
As I said, that doesn’t mean you can’t have a stylized logo. It just means that you should only go that route if it 100% matches your brand, your vibe, and totally embodies your company/blog.
Here are a few examples of more stylized logos:
- Harry Potter
- Coca Cola
How to decide what font to use…
- If you’re not looking for a timeless logo and you just want to play around with designs, use whatever you want. Follow trends, don’t follow trends, it’s totally up to you.
- If you do want a timeless logo:
- Think about YOUR BRAND. This isn’t just your design, but also your personality and vibe.
- What words do you associate with your brand? Playful? Fierce? Professional? Young? Seasoned?
- Make a list of all these words and look for similarities.
- Find fonts and styles that resonate with your chosen words.
- Don’t look at what’s hot or popular. Seriously. Don’t even look at those lists.
- Pick a style because it resonates with your brand—not because it’s popular.