The Best Logos Ever Designed Are Simple Not Interesting & Not Overworked

Why Designers Should Strive To Make Designs Simpler vs. More "Interesting". Make your logo simpler, more legible and timeless vs. trying to be clever. The best logos in the world are often the simplest: Nike, Apple, Google, B&O, Levi's, FedEx, CBS, UPS, Warner, Girl Scouts, ABC, United Airlines, American Airlines, and IBM to name a few. They often use very common typefaces like Helvetica or Futura and refrain from over embellishment. Still don't believe us? Look at some of the most expensive luxury brands and study their logo.

In his newest book, Blair Enns talks about the value of logo design isn't based on hours worked, or even the perceived quality of the design. To illustrate the point, he states, the Nike logo was designed for $100 while the Pepsi logo was $1 million. Is the million dollar logo better than the $100 logo? Is it worth 100,000 times more?

Designers often mistake the effort or cleverness of a logo as the hallmark of value. It is not. Furthermore, Michael Bierut says too much is made of a logo. A logo is only a very small aspect of the brand. It's not the whole story just the opening paragraph of a long story.

Jijibaba logo designed by Astrid Starvo, Atlas

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[robertasmoki]

The best logo is one that is instantly recognized, for years and years. That's what identity is about. NOT cute, doesn't have to be clever.

[ashrock]

Chris brings out maturity in this discussion unlike others, most people like to overcrowd logos and icons . So when you minimise it its still viable and strong.

[massmanpro]

simple is always better. Personally I like minimalist logos the best. They look both high class and durable.

[kevinchristian]

When the young designer look the luxury brand they say "they're not boring" - 0:42 but actually is, i think its a bias because they know its a big brand and famous, when they see the city steel logo they say " i dont get it, its boring 0:32 " when that brand goes up i believe they will say its good logo. its bias
i love jijibaba logo its like community with the letter i .
i think the city steel logo is amazing, pretty simple, and people love everything simple i guess but the typeface need a little modification.
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simplicity is good and memorable

[tonybp]

I usually don't do logos unless the request comes from a client that gives me a good vibe when it comes to them trusting my judgement and experience. I'm not saying they shouldn't be involved in the process and that my word and vision are absolute and final, but there have been many times when I come across clients that think the price I should charge should be directly proportional to the complexity of the design... "you want me to pay you that much for this?, it's so simple, I could've done it!"... then you go on and explain and set examples like Nike, Apple, Chanel, McDonalds, etc. A logo is just an identifier, sure, it has to convey certain things about the product/service/company but it's still just an identifier. These people want to keep piling stuff with complex twists and turns and gradients and ornaments all over the place and this text and that effect; it stops being a logo and becomes a flyer/ad. The moment I feel they're going to be like that I tell them I'm not their guy. They're just not worth the time and energy. And unfortunately it seems more and more clients are like that nowadays. There's also the "I'll just go to Fiverr" people.

[no_of_note]

I'm becoming increasingly of the mind that it's more important to create a logo that can't be bad, rather than a logo that's "good".

[bravolima]

Just found this now. The City Steel logo is amazing. I’m surprised that none fo the designers fully understood the power of this logo though. The “C” in City Steel is a representation of the stylized steel Diamond pattern that is commonly used as a safety measure to ensure footing and grip for walkways, truck boxes and siding for industrial parts.

[MainaJoints]

City Steel is a construction company type of logo. It cant be compared with a fashion brand type of logo. Chris that is why they are fighting you.

[GLYNDYER]

Chris,
You missed the letter “I” in CITY STEEL is a steel I-Beam in section. It’s the strongest part in the whole logo for me. It sells it and makes it interesting and not boring.

[doodelay]

I love the conversational style of all this lol first time ever watching a video that combines the feel of radio with the aesthetic of a tutorial lol

[veronicaivy]

"Those are cool!" I think what they're noticing is that they recognize them and think the brands are cool...but the logos are ultra simple and 'boring.'

[harrypepper]

Are you ever worried that because your so skillful at debating and winning conversations and disagrements (which you are incredibly gifted at) that you might miss or push out very good insight coming from someone less conversational talented? Please don't take that as a dig, its a genuine question, The futur is amazing by the way and your putting out the most valueable content in the industry big fan. Keep it up

[ThePortraitArt]

Logo doesn't need, or I would even say should not follow other visual art in the sense that you don't want someone to over spend time to analyse and look at how interesting it is. Simplicity, enough uniqueness, and distinguishable at any scale + elegance is the main thing. Honestly it's really about durability and flexibility (can go on anywhere). Of course if you can maintain all that, be as clever with the design as you want. I actually like the city steel logo. The C on top is building blocks that is like a 3d cube at a single glance. Anyway, often people forgot it's really all about the product/brand value that the logo goes on / associated with.

[JustProfen]

So for the passed 2-3 weeks of binge watching The Futur I learned about so many visual arts option that were unknown to me. I was given a how to guide to direct my life, and I'm happy to have been shown this channel by a friend. I'm doing my best to apply the knowledge that I didn't know existed and slowly getting better at structuring my days to be more productive and efficient. I've been sharing the knowledge that you showed me to friends that were lost on pricing and how to sell themselves. I would use the 'gamble' talk to give them confidence in their own work. I'm really into the fine arts, and there are some questions that I have to go in search and look for myself, and a lot of what was holding me back was myself, and listening in to these informative videos I was able to confront myself. Thank you!

[birdfanboi]

The Jijibaba logo looks like there's 3 stick people side by side with the one in the middle being the tallest, it's like the logo is telling me the company is people friendly

[danielchang]

I'm new here so I don't know if this happens often, but what I like about this video is that you guys disagree. It sparks discussion and it seems much more enriching because it gives some insight on your thought process,
cheers from Argentina

[karlwalters]

I agree 100% with you Chris. One of the first lessons we learnt when I went to design school 20+ years ago was the KISS principle. A principle that is all to often forgotten about or pushed aside as "not applicable in this situation or solution."

[pranaytony]

I always tell this line as a finisher in my discussions with the clients,
*It's so simple that's why it's so complicated!!*💐

[fentarasound]

I personally think another thing that makes a logo great is the success of the company, I've spent a lot of time changing my logo because I was comparing it to already established companies.

[WilsonSilva]

It is actually frustrating that I have to learn design to explain what kind of logo I want. This guy nailed it.