Will Your Logo Pass This ‘Seven-Step Paul Rand Test’?


Image: JP Cunha

“While a dancer may ask herself, ‘I wonder what Michael Jackson would think of my dance moves?’ or a boxer may ask himself, ‘I wonder what Muhammad Ali would think of my right hook?’, a designer would ask, ‘What would Paul Rand think of my logo?’”

Renowned graphic designer Paul Rand was in charge of many corporate logos such as IBM, ABC and Steve Jobs’ NeXT.

He once said, “The principal role of a logo is to identify, and simplicity is its means… Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.”

Based on the above quote, writer and entrepreneur Dave Schools came up with a comprehensive article titled ‘The Seven-Step Paul Rand Logo Test’.

The checklist includes asking yourself if the logo you are creating is distinctive, visible, adaptable, memorable, universal, timeless and finally, simple.

Schools wrote that designers are to provide a score for each aspect to determine if your logo passes the test—“A score of 75 is perfect, and anything below a 60 is discardable.”

Check out the article in its entirety here.

You might also be interested in this feature from last year, where designer Aaron Draplin shows how to create a logo in 15 minutes.

[via Dave Schools]

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