Effective logos make the best use of shape, color and typeface. Put the three together, and you can create an easily recognizable and relatable brand.

Take a closer look at the recipe for an effective logo.

The Recipe for Effective Logo Design

[Transcript] The Recipe for Effective Logo Design

Effective logos make the best use of shape, color and typeface. Put the three together, and you can create an easily recognizable and relatable brand.

Take a closer look at the recipe for an effective logo.


The foundation of every logo is its shape.


  • 2 cups of creativity
  • 2 cups of style
  • 1 client
  • 2 tablespoons of active listening
  • 10 oz. persuasion
  • 1 notebook
  • 1 ruler
  • 1 protractor
  • 1 drafting compass
  • 2 pencils


Mix equal parts of creativity and style. In a small conference room, combine the client with the mixture and incorporate active listening for 1 hour. Let the mixture dry for at least 24 hours. Add the remaining ingredients as needed to finalize the shape. If applicable, repeat the process to ensure client satisfaction.

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  • community, harmony, relationships
  • Circles are ideal for organizations looking to connect to its users by promoting a sense of community & reliability.
  • Pepsi, Burger King, Starbucks


  • trust, stability, uniformity
  • Square logos’ four sides project a long-lasting trusted connection with the user.
  • Microsoft, American Express, LEGO


  • creativity, soothing, feminine
  • Curved logos connect with the user through a variety of emotions often times promoting happiness and enjoyment in a product.
  • Nike, Coca-Cola, Chanel

Straight Lines

  • dominant, bold
  • Straight lined logos connect with the user by immediately directing their attention to the most important part of the logo, often times the company name.
  • Adidas, Soundcloud, Cisco


Strategic use of color in logo design can evoke certain feelings and reactions.


  • Understanding of color theory
  • 1 color wheel
  • 1 set of colored pencils
  • 1 notebook


Combine the shape of the logo with an understanding of color theory. Next, mock up different examples of the logo using the color wheel. Aim for two or three options for the client to review. If applicable, repeat the process to ensure client satisfaction.


Passion, energy, intensity, power. Ex: Coca-Cola, Netflix, Target


Excitement, creativity, enthusiasm, determination. Ex: Amazon, Fanta, Firefox


Optimism, happiness, caution, clarity. Ex:Best Buy, Caterpillar, Post-It


Harmony, safety, fresh, tranquil. Ex: John Deere, Starbucks, Whole Foods


Calm, logical, loyal, peaceful. Ex: American Express, Chase, Ford Motor Co.


Royal, luxurious, wisdom, success. Ex: Cadbury, Hallmark, Welch’s


Feminine, sweet, romantic, charming. Ex: Barbie, Baskin-Robbins, Justice


Reliable, secure, honesty, wholesome. Ex: Hershey’s Chocolate, M&M’s, UPS


Serious, strength, power, authority. Ex: ABC, Chanel, New York Times


Perfection, goodness, spiritual, innocence. Ex: Air Jordan, Apple, Nike


Soft, simple, stable, sophisticated. Ex: Nissan Motor Co., Lexus, Wikipedia


The typeface in your logo showcases the personality of your organization and brand. It brings the logo to life!


  • 20 Serif fonts
  • 20 Sans-serif fonts
  • 1 presentation board
  • 1 dash of tagline (optional)
  • 1 trademark symbol

Recipe instructions

After deciding on a color, arrange the logo on a presentation board. Integrate a variety of Serif and Sans-serif fonts until you find a typeface that compliments the overall design and identity of the brand. If needed, season the logo with a dash of tagline. Garnish with the appropriate trademark symbol. Serve to the client, and celebrate a job well done.


Often used for body text, serif typefaces are delicate, yet provide contrast to evoke a sense of sophistication. Examples of serif fonts are: Bodoni, Sentinel, & Times New Roman. Ex Logos: Harper’s Bazaar, J.Crew, Tiffany & Co

Sans Serif

Sans serif typefaces take on a minimalistic attitude, conveying modernity, simplicity, and stability. Examples of sans serif fonts are: Calibri, Franklin Gothic, & Helvetica. Ex Logos: eBay, Pepsi, Spotify


Based upon the fluid motions of handwriting, script typefaces have curvy, organic features often reminiscent of an older era. Examples of script fonts are: Apple Chancery, Champagne, & Edwardian Script. Ex Logos: Cartier, Instagram, Mailchimp


Originally intended for headlines, display typefaces are bold and recognizable, often finding inspiration from other typefaces such as script, hand-lettering, and slab serif. Examples of display fonts are: Broadway, Cooper Black, Stencil. Ex Logos: CNN, Disney


Originally designed to increase legibility, slab typefaces provide structure and grab a reader’s attention. Examples of slab fonts are: Adelle, Museo Slab, & Rockwell. Ex Logos: Arby’s, Honda, Sony


Modern typefaces are bold, with a progressive edge often used for modern brands in contemporary society. Examples of modern fonts are: Futura, Century Gothic, & Gill Sans. Ex Logos: FedEx, Google, Swissair

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