“Any fool can make things bigger, more complex, and more violent. It takes a touch of genius – and a lot of courage – to move in the opposite direction.”

― Albert Einstein

Of course Mr. Einstein was not talking about Trademark design, however, the principle that he states is just as applicable for what makes an EFFECTIVE Trademark.

Notice the word that I chose: EFFECTIVE! Most business owners, when selecting a Trademark, only think of the initial appearance of the Brand Mark. As important as that is, it is NOT the most significant element of an effective Trademark. That Trademark must be designed so that it can be applied to any and all applications that one wants to use it on… in a cost effective manner.

Many ‘Trademark designers’ try to dazzle their clients in the manner that Mr. Einstein refers: bigger and more complex. They will create impressive illustrations that are chocked full of detail: complicated lines, shading, and endless colors. These so-called ‘Trademarks’ may be initially appealing, but they will create more headaches in the long run. Some Trademarks simply cannot be reproduced in all applications. For instances, if a Trademark is too complex and detailed, it simply will not be able to be embroidered onto a garment. Or if it is, it will have to be fundamentally changed…then you have real problems.

Other applications may simply cost you so MUCH MORE because you have to continue to pay for printing in full color instead of being able to use that Trademark is simple black and white.

Here is a good rule of thumb: A GREAT Trademark should be able to be reproduced in a single color on the side of an ink pen and be just as effective as it is on the side of a billboard.

Take if from Mr. Einstein…It takes more creativity and talent to simplify a concept than to make it more complex and detailed.

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