The 3 Rules of Good Logo Design

>> What's up,
everybody. In case

you don't know who
our next guest is,

you will definitely
know who he

is after this episode.

Sagi Haviv is a partner at

Chermayeff & Geismar &

Haviv and has done some of

the most iconic logos
on Planet Earth.

Logos like PBS,
Chase, Mobil,

Showtime, and Nat Geo,
just to name a few.

On this episode, Sagi
Haviv has given us

the most definitive answer

as to what makes for

a good and consequently
a bad logo,

and the answer surprised
all of us. Sagi.

>> People think
a logo should

say a whole lot about us.

A logo should be pretty,

or we should love

our logo or actually

all these are
not true at all.

A good logo, really,

there's three things
that it needs to be.

It needs to be
appropriate,

distinctive,
and memorable.

And then it needs to be
simple, super simple.

By appropriate, that
doesn't mean expressive.

It shouldn't try to
say a whole lot.

It should just be
appropriate in the feeling.

So it's like a
personality thing.

It's the core idea and
the feeling of it.

So if it's in sport,

maybe it's bold
and dynamic,

if it's in fashion, maybe

it's elegant,
it's a feeling.

The second one
is that it'll

be distinctive
and memorable.

So unusual enough to
persist in our mind.

We see it once or twice.

You can describe
it to somebody

or doodle it on a
piece of paper.

That's a good test.
The third one,

maybe the most
important one,

it needs to be simple,

super simple, so it
can be reproduced

everywhere in tiny sizes

in pixel formats
and so on.

Because the answer to
what is a bad logo

is something that looks

generic is a bad logo
on the one hand.

And on the other
hand, something

that's too complicated is

the bad logo because
it's going to fall apart

in small sizes in pixel
formats and so on.

The magic is finding

that balance
between something

simple and something
distinctive.

And when we strike
that balance,

we find the
right solution,

the one that we
will push for.

>> Let us know what
your Top 3 criteria

are for what makes
for a great logo,

and while you're at
it, let us know what

your favorite logos
of all time are.

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