In a previous article we talked at length about how you can create a better type-based logo and gave you some of our select tips to help you along the way. However, we just donâ€™t feel like weâ€™ve covered everything so now offer a second installment of design tips. So join us as we take a second dive into the realm of logo design with a quick tutorial on recognizing when to use a shape-based logo or a text-based one.

  1. Itâ€™s a Trap!: Weâ€™ve tricked you slightly, as this article isnâ€™t so much about choosing between shape or text, but rather finding the unique blend of both. Why have we tricked you? Because itâ€™s important to understand that both text and shapes are different areas of design, but must come together flawlessly in a logo.
  2. Flexibility is King: Above all else, youâ€™re going to want your logo to be flexible. Why? Because the logo may end up on the side of a billboard, on a moving van, on a letterhead, or just about anything else that you can think of that a manufacturer will sell. This means the logo will need to be versatile, as well as understandable even at a distance. To achieve this, you can commonly use a shape, as type is hard to read at a distance. However, if you treat type as a shape, you can use the natural textures, colors, and layout of a font to create an image that people always recognize. Think about the red letters of the Levis brand, for instance. Itâ€™s entirely type, but itâ€™s also shapes in motion.
  3. Design is Art: The last point to keep in mind is that design is art, even in our commercial, sales-driven world.Â  Youâ€™re creating works of art for your clients that will communicate something to the viewer. As such, youâ€™re naturally going to want to find the perfect blend between shape, color, and type to create a logo that would look equally as well on a coke can as it would in a museum. Think about the Campbellâ€™s soup can, for instance. Itâ€™s one of the most iconic logos ever, but itâ€™s also been used in modern pop art. Thatâ€™s the kind of synergy you should aspire to achieve.