The most memorable designs are simple. Minimalistic designs are effective because the consumer is not overwhelmed by the amount of details. Think about the logos you have come across in the past — which ones do you instantly think of? I personally think of Apple, Nike, and McDonalds because all of these companies use clean and simple logos. Apple uses an apple, Nike uses a swoosh, and McDonalds uses the golden arches. Paul Rand, best known for designing logos for IBM, UPS, and ABC stated, “The trademark should embody in the simplest form the essential characteristics of the product or institution being advertised.”
Contrary to what many people may think, designing a simple logo is neither easy nor quick. A successful logo creates an experience that inspires their customers and defines a brand position. In order to accomplish this, many concepts and evolutions have to take place before arriving at the final logo. The Nokia NEX identity project designed by Robert Murdock exemplifies the previous statement perfectly by showing us the amount of time, effort, and energy needed to create a logo that reflects its brand proposition.
The design of the logo is clean, minimalistic, and contemporary. The simplicity and the boldness of the design makes the logo memorable. It is also incredible to see how he broke down the shapes of the logo to create a pattern that can be used on a variety of promotional materials. In addition, he took into account the scale of the design in comparison to every day objects such as a light switch to show the audience a realistic size of the design. Murdock created an effective and inspiring logo and I am interested in seeing how this design will be used in upcoming projects for Nokia NEX.
Check out more of Robert Murdock’s designs at Post-Mammal.