In every project of brand identity design, logo is often concentrated on first and finished the earliest. All of the brand characteristics may not be demonstrated through the logo but it is the very first element to show the style and field of the brand and also the message that the brand would like to send to their customers.
That is the reason why sometimes the designer finds it hard to convince their customer that a simple logo designed is suitable to the brand or it is effective in the brand’s transmitting the message. There are some customers wondering that they only receive a logo which looks like “the brand’s name typed” for a large sum of money. Especially at the first phase of the project, when everything cannot be done unless the main logo orientation is approved.
In fact, to design a logo which looks truly “simple” like that, the graphic designers always have to deal with a lot of problems to make it worth. From measuring the square of the empty space to be enough for expressing the brand value, choosing round or square corner, obtuse or acute angle, which typeface illustrating the characteristics but still being minimal to bring about a clear message, how thick the word should be for the logo to adapt beautifully on everywhere it needs, to color, intensity, etc.
Below are the 5 logos with extremely simple but effective design, especially when they are applied on the suitable brand identity.
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H. Smith’s logo looks like a typeface is picked randomly then used on the brand name, but take a closer look at their brand identity, you will feel the elegance and fashion through the sharp lines in the name on logo, the vein papers, color-watered pattern painted by hand, the main color tone, glitter golden foil, logo embossment are the techniques used to create a high-end brand, and then, a minimal logo with the main purpose of transmitting the brand’s name is completely suitable.
Still a logo typed from the brand’s name, combined with modern sans-serif font with a little traditional serif, placed neatly in the stationary plus the golden brown with the dark grey and white, which all brings about the clean touch – an extremely crucial for a restaurant – luxury and elegant like the Japanese cuisine and tradition.
Disrepute is a bar located in the heart of Soho, US. Its logo is designed in the minimal logo font. With only the stylized detail at the end of the letter “R”, the logo seems to demonstrate the whole characteristics of a classic and luxury bar. Combined with signature classic and elegant furniture and color, brought into the brand identity’s designs, by color, material and technique, we must admit that Disrepute’s minimal logo has done well its job of demonstrating the whole characteristics and message of its brand.
Another brand uses minimal logo font design and focuses on the details to help the brand transmitting their brand.
The final brand operates in Food & Beverage. Gourmet Factory brings about the new cuisine concept, provides the industrial meals for the gastronomes. The logo is very simple and almost “nothing”. But on the contrary to the imagination of a boring brand, Gourmet Factory delivers the high-end, clean and fresh feel thanks to the neat and minimal design, suitable color and concentration on the consumers’ experience.