This is Part 4 of a 4 Part series that takes a deep dive into what makes a logo uncool, and how to make them cooler. Check out the previous article: Your Logo’s Doing Too Much. Or, start with the first article, Your Logo’s Not Doing Anything.

The best logos are the ones that are almost as simple as those email icons but they have one or 2 complex ideas behind them, lending to a story or feeling they want us to experience.

It’s the bite in the apple that makes Apple’s logo so iconic. The A→Z in Amazon, which also doubles as a smile. It’s in that genius arrow between the E and X in FedEx.

Make 100 Different Versions

The first technique I learned to achieve this balance was grueling, but it worked. For our first assignment in my first Graphic Design studio class, we were all given a saying and asked to illustrate it in 100 different ways. I had no other choice but to think out of the box by my 4th sketch, and I ended up with an idea I would have never come up with otherwise. I loved it so much I still use it today.

Combine 2 Visuals

A more efficient trick for this approach is to think of 2 things you want your logo to show or say, and find a unique way to combine them visually. If at least one of these things is abstract, you’re better off. 3 things may be ok in some cases, but stop there because 4 will push you into Doing Too Much again.

Using Both Ideas

Lately, I tend to work in the middle of these 2 techniques, depending on what the client needs. An example of working in the middle could be coming up with 5 visuals and randomly pairing them, then creating a few different versions of the pairs that work best (I’m probably not going to do 100 ever again). I then send the top 2 or 3 to the client, so that they get a chance to narrow it down further and have their feedback direct the last edits.

No matter what, it’s about striking the balance between overdone and boring. Yes, you’ll have to think way more than when you go all in on one approach, but you’ll come out with something a lot more iconic, and a lot more cool.