Obeying the rules of logo design

Russel Davis | Web & Graphic Design Consultant

There are are a number of rules of logo design. Some of these rules are:

Identify Don’t Explain

A Logo design should not literally describe every aspect of a company. The logo is an identifier.

Be Seductive with logo design

Aesthetics and good form can draw the viewer to pay attention. Logos are most successful when they are simple and dynamic.

Allow your logo design to play a mental mind game with the viewer

Invite a response from the viewer to provide an answer in his head.

We decided to benchmark a logo we designed against these rules to illustrate our thought and design process when it comes to logo design.*

Eurotech Logo

Rule 1: Identify Don't Explain

The Eurotech logo does obey the above rules of  logo design.

The main symbol is an abstract device. It's not literal. It can represent a clutch plate or a gear or a spinning wheel an element that the target market will identify with, without having to explain every aspect of the company.

Rule 2 &3: Be Seductive and play a mental mind game with your viewer.

The logo design is seductive. The circular forms vibrate and turn on the page creating a strong visual movement which sets up a mental mind game with the viewer.The design is intelligence made visible and this mark/ icon reveals the concepts, thinking and design that goes behind creating a successful logo.


In order for a brand to be easily identifiable in the market, it is essential that you invest in a logo design that will get the attention of your audience. In order to achieve this, there are a number of design rules that need to be considered. Aesthetics, good form and allowing the logo to play a mental mind game are just some of them. Remember design is intelligence made visible.

* This is a completely subjective analysis. (No animals where harmed in this experiment)

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