Keep it Simple!

As a designer, your job is to take the complicated and make it simple. We can get caught up trying to determine which elements of the design are more/less important. What color makes us feel a certain emotion, etc.. Solutions come in all shapes and sizes, but the best ones are usually the most basic. The citi bank logo comes to mind. Paula Scher of Pentagram Design in New York was asked to design a new logo for citi bank. They described the bank as being an umbrella protecting their clients money. She saw that the “t” in the word “citi” resembled an umbrella handle. So she quickly sketched the type with the umbrella over the “t” and said “here it is”. The client was wanting months and months of research, 100s of logo submissions, meetings on final comps, etc… but in the end, they agreed, this was the solution. Trust your gut instinct. Simplify.

I’ve included some of the more clever and simple logos I’ve come across to share. Enjoy!

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