01 / Instantly Recognisable
The purpose of simple logos is to bring a particular brand to the customer’s mind with just a quick glance, so you need a clear identity to catch their attention.
02 / Crystal Clear
Complex logos causes overwhelm and confusion, the customer will have less confidence in your brand. It could look like you don’t know what you’re talking about. Simple logos are clear, instantly understood and direct to your potential customer.
03 / Versatile
Your logo needs to be scalable at any size and still look great. A complex logo when scaled down loses detail and therefore loses the impact. It gives you less flexibility and cannot be easily modified across different platforms. Whereas, simple logos are more practical. By sticking to one colour and not using gradients, your logo will not only scale better, but can be printed more easily.
04 / Memorable
Your logo should always identify, and never explain your business. People are more likely to trust something they’re familiar with. Having a complex logo may look impressive, but it’s going to be harder for customers to familiarise themselves with it. Simple logos are able to embed deeply into the customer’s minds. For example, driving past McDonald’s famous yellow ‘M’, the customer can easily recognise it in their peripheral vision.