Cape Town has some great designers, and logo design in Cape Town can compete with the very best globally. But wherever you are, good logo design offers a real insight into the way the human eye perceives three-dimensional space.

There are certain principles that govern the way we understand things visually, and a great designer will harness these to create an impactful design for your brand. People without a trained visual eye won’t necessarily understand these principles, but they’ll appreciate the overall impact of a well-designed logo.

Here are some considerations when designing a logo.

A logo is intended to immediately communicate to an audience, and the suggestion of movement or stability is an important consideration.

Companies that want to be seen as dynamic and innovative often have the suggestion of movement in their logos – think of the famous Nike swoosh. Even the the Apple logo – with a bite taken out of it – suggests an action taking place.

Contrast this with companies whose business is based on the perception of stability and reliability.  Audi’s logo, for instance, suggests stability and precision with its symmetrical overlapping rings.

An interesting fact about human perception is that the mind naturally ‘closes’ incomplete shapes in a design. Designers rely on this, and use negative space to suggest imagery: you’ll notice many logos have incomplete shapes that invite the eye to complete them. This is a visual trick that gets consumers subconsciously processing a logo.

The WWF Wildlife logo is a good example of incomplete shapes that suggest a full figure – that of a panda.

A great logo offers a simple unification of your brand name and your business. Whether it’s the Beats by Dre logo that has a ‘b’ that looks like a set of headphones on someone’s head, or the Tour de France logo that has a ‘hidden’ figure of a cyclist in its logo – a simple way of unifying a brand name and unique selling point makes for a very strong logo design.