Logos are highly symbolic, and when you design them for yourself or for your clients, you need to carefully consider what those symbols will mean to the reader. Outside of the colors and the way they impact the viewer, you should consider putting some meaning into the logo’s actual design elements.

What Meaning to Convey

First, consider the meaning you want to convey. When someone looks at a logo you have designed, they should learn something about the company. You should show them things like:

• What the company stands for
• What the company does
• Benefit the company provides the consumer

These meanings should be displayed subtly in the logo, but they should be there. Make a list of the things you want to show, and brainstorm symbols that could point to those. For example, the CitiBank logo has a red arch across the words, which represents an umbrella. This shows the viewer that they get security when they partner with Citi. The design is subtle, yet meaningful.

Don’t Go Overboard

Many logos do not appear to have symbolism, and that is fine from a design standpoint. You can incorporate symbolism into a logo design without being too obvious, and this actually works better in marketing. Too much symbolism and the viewer is far less impacted by it. A little bit of symbolism will affect the viewer, at least subconsciously.

Too much symbolism also makes the design cluttered. This makes the logo difficult for the viewer to look at, let alone process. Instead, design a logo with two or three symbols to keep the overall design and meaning simple.

Strive for Balance

Do not let the desire for symbolism overshadow what you know about logo design. Incorporate a few symbols into a simple, eye-catching design. Remember, the viewer is only going to glance at the logo, not spend hours analyzing it, so packing too much symbolism into it is ineffective. A simple design that has meaning is the best option.