Below are a few ‘best practices’ for designers and / or any business owner to consider as they create a company identity.

To ensure that a logo will last through time and will work for all sorts of purposes, it is important to develop a logo that reproduces well at a small size and in black & white. Gradients, small details and fine lines will surely be lost and confusing at any size. Although in theory a more complex (and in some cases) beautiful picture or artwork is very nice to look at, does not mean it translates well to the world of branding a company or a logo. No amount of gradient or color will rescue a poorly designed mark.

This is the number one rule when it comes to creating an effective identity or mark.

Add recognition with simplicity. Keeping the design simple allows for flexibility in size. Ideally, a design should work at a minimum of around one inch without loss of detail. For example, take a look at these logos from large and well-known corporations — Mitsubishi, Samsung, FedEx. Their logos look simple and are easier to recognize because of it. Most of the great logos are simple, and it is always easier for us to remember and recognize a simple design than to identify and relate to complicated artwork.

Avoid complicated or detailed pictures. Complex images can look great on well-printed materials, but logo designs like this never survive in small-space press advertisements or on promotional goods. If you want to be recognized instantly, avoid too much detail, complicated imagery & themes.

Avoid complicated themes. Customers will not take the time to interpret or decode a complicated subject, theme or pun. It’s silly to waste their time or the clients with a challenging logo design.

Never use clip art in a logo. Clip art will never give the effect of a custom logo and can be easily duplicated or stolen. If clients want to be taken seriously this practice should be avoided all together.

A logo mark does not need to illustrate what a company does. Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, does not mean you can’t do better.

The Mercedes logo isn’t a car.

The Virgin Atlantic logo isn’t an airplane.

The Apple logo isn’t a computer.


If you need help with your logo design or identity package, contact TBH Creative. We can also assist with your web design and offer a full package of services to get your business started.