Good logo design is characterized primarily by appropriateness<\/strong>, as Wally Olins famously said: \u201cbranding follows strategy.\u201d<\/em> Branding should also be grounded in truth and authenticity<\/strong>. Beyond unique design, functionality, aesthetics, and distinctiveness, what else makes a good logo? Which design approaches succeed?<\/p>\n The basic principles introduced by Bauhaus<\/strong>, an art and design school founded in Weimar in the early 20th century, have endured not only in architecture but also in logo design.<\/p>\n Rebrandings of \u017babka<\/strong> and Onet<\/strong> are perfect illustrations of the \u201cless is more\u201d principle. Simplifying these logos \u2013 removing colorful elements like the frog in \u017babka\u2019s logo, or shifting the yellow dot in Onet\u2019s logo (formerly a relic of the domain .pl, now symbolizing the sun) \u2013 resulted in strong, lasting marks that are easy to recognize and interpret. The Onet logo is now as clear as the sun, thanks to a single geometric shape.<\/p>\n A good example is also the new Opel logo<\/strong>, which shows that timeless marks, despite the passage of time, often only need a small update or modernization<\/strong> to remain relevant. The circle and lightning bolt, used since 1987, were simplified in 2017 by removing gradients, leaving two essential, simple shapes.<\/p>\n The 2017 Tchibo rebrand<\/strong> is another example: the logo was simplified by removing gold gradients and moving to a single color, shifting the focus from prestige to being closer to the consumer.<\/p>\n Simplicity is both a core principle of logo design<\/strong> and a growing trend. Simple shapes, lines, fonts, and forms \u2013 whether standalone or combined \u2013 build strong and lasting logos. The simpler the solution, the better.<\/p>\n In pre-digital times, final logo forms were drafted on graph paper with technical tools. Today, geometry remains key<\/strong>, offering universal shapes and forms to create simple yet multidimensional logos.<\/p>\n UPC<\/strong> exemplifies logo evolution: its 2017 version was simplified into a single-color circle background, demonstrating the power of geometric forms. Mozilla<\/strong>, after its rebrand, used a rectangular frame (moz:\/\/a) as its base. Another example of the \u201cgolden ratio\u201d principle is PB Nails<\/strong>, a Polish health & beauty brand.<\/p>\n A monoline logo<\/strong> focuses on a single line of consistent thickness, forming the graphic element or icon. At first glance, it may appear drawn in one stroke, either simple or complex. Notable examples include the Airbnb<\/strong> and Instagram (2017)<\/strong>logos. This approach emphasizes simplicity, clarity, and purity of form<\/strong>.<\/p>\n Handwritten-style typography, known as \u201cscript\u201d or \u201chand-drawn,\u201d highlights authenticity and human character<\/strong>. Examples include Nest Bank<\/strong> (2017) and Capgemini<\/strong>.<\/p>\n Nest Bank<\/strong> used a script font to convey trust and promise, entering the Polish market with a humanized identity.<\/p>\n<\/li>\n Capgemini<\/strong> incorporated the founder\u2019s handwriting style, emphasizing a personal connection with clients.<\/p>\n<\/li>\n<\/ul>\n Handwritten or hand-inspired elements, even in traditionally \u201cstiff\u201d industries, foster emotional closeness<\/strong> and a sense of humanity, friendship, and authenticity \u2013 principles historically used in natural FMCG brands, but increasingly applied in corporate branding with great success.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”] The logo updates of Skype<\/strong> and YouTube<\/strong> are great examples of marks constructed from a wordmark<\/strong> and a symbol<\/strong> (the graphic element usually placed to the left of the text).<\/p>\n Previously, the logos of both these giants were primarily logotypes<\/strong>, relying mostly on typography. The graphic elements used (the red \u201cplay\u201d rectangle in \u201cTube\u201d and the cloud outline around \u201cSkype\u201d) served as backgrounds for the lettering.<\/p>\n Now, YouTube<\/strong>, which for the past four years used the play icon in a red rectangle as its mobile app icon, has incorporated this element into its logo as a full-fledged symbol. Skype is another example of a logo split into a symbol and wordmark<\/strong>.<\/p>\n This evolutionary change mainly stems from the need to visually unify the brand<\/strong> with other services and products of its owner, Microsoft. Logos with a separable graphic element are highly convenient for marketers. A well-designed symbol can be scaled down to smaller sizes than the full logo while maintaining readability.<\/p>\n Sometimes, as seen with Apple<\/strong> or Nike<\/strong>, symbols become brand icons<\/strong>. Iconic logos are distinguished by a single characteristic element<\/strong>, not two, three, or four.<\/p>\n Logos are a bit like our wardrobe. Within it, there are timeless pieces \u2013 a white shirt, black elegant trousers, a little black dress, or a cashmere sweater. These items are classic, always in style, and suitable for various situations.<\/p>\n Trends come and go \u2013 the so-called \u201cseasonal must-haves\u201d \u2013 which may make that classic white shirt appear more extravagant or premium. A logo should be like that white shirt: even if its typeface changes, it remains a fashionable classic<\/strong>.<\/p>\n Sociologists see societal and cultural changes reflected in emerging trends. When we personify brands around us, the question arises: what kind of people would they be?<\/strong> They would be authentic, genuine individuals who evoke positive, warm emotions \u2013 people with whom we\u2019d willingly form a closer relationship, and stay engaged with over time.<\/p>\n For consumers, designers, marketers, and brand owners, this is reassuring and valuable insight.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":" [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text] What Makes a Good Logo? In branding, a logo is often described as…<\/p>\n","protected":false},"author":1,"featured_media":8357,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,130,128,129,105],"tags":[137,138,136],"yoast_head":"\n<\/h3>\n
Simplicity in Logos<\/h3>\n
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Geometric Elements in Logos<\/h3>\n
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Monoline Logos \u2013 One Line<\/h3>\n
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Logos with Handwritten Typography<\/h3>\n
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![\"Rebranding](\"https:\/\/www.papajastudio.pl\/wp-content\/uploads\/2019\/12\/znak-skonstruowany-z-sygnetu-i-czesci-literniczej-papajastudio.jpg\")
<\/div><\/div>[\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1\/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]\nLogos Constructed from a Symbol and Wordmark<\/h2>\n
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A Logo as a White Shirt<\/h2>\n