Logo Design Research Review: 3 Tips For Better Brand Impressions

Logo Design Research Review: 3 Tips For Better Brand Impressions

Research by the Interdisciplinary Journal of Signage and Wayfinding leaves no doubt—local audiences use signage as the basis for their brand impressions, and quality logo design is a strong predictor of positive perceptions.

To help you build better impressions, today’s post reviews author and graphics expert David Airey’s top-3 tips for better logo designs. Read on to learn a bit more about the art and science behind sign systems, or call (240)-246-7423 to speak directly with a logo design expert in Rockville, MD.

Logo Design Research Review: 3 Tips For Better Brand Impressions

In Chapter 3 of Logo Design Love, author David Airey shares the following logo design best practices:

  1. Keep it simple—Cluttered designs are generally less effective than simple logos, as they require more cognitive effort to process and leave it up to the viewer to determine which parts of your message are most important. Remember: less is more. Not only will a minimalist design have a clear visual hierarchy and striking aesthetic, but it will also allow you to use your logo across a wide range of media, from business cards to billboards.
  2. Make it relevant—All logo designs must be germane to the industry and relevant to your target audience. If you’re designing a logo for a law firm, ditch the fun and whimsical approach in favor of something bold, professional, and precise. But don’t mistake relevance for on-the-nose representation; that is, your logo design doesn’t have to explicitly represent what your company does. Think BMW—their logo is not a car, just like the Virgin Atlantic logo isn’t an airplane, and Apple’s logo isn’t a smartphone, computer, or other piece of tech.
  3. Aim for distinction—There’s really no value in custom logo design if you end up aping the competition. Effective logos need a unique quality or style that makes your brand easily distinguishable from Rockville’s crowded signscape. Ideally, you want to land on a logo design that is so distinct that even its shape or outline gives the brand away. Think McDondald’s golden arches or Apple’s bitten apple.

Dive Into Custom Logo Design In Rockville, MD

Rockville Sign Company is a leading provider of custom logo designs for businesses big-and-small throughout Rockville and all the surrounding areas, including the communities of:

  • North Bethesda
  • Twinbrook
  • Germantown
  • Rollings Park, and beyond

In fact, if you live or work in Rockville, Maryland, there’s a good chance you’ve already encountered our logo designs on fleet vehicles, billboards, and stunning local storefronts. Whenever you’re ready to create one of your own, we’re here to help. We work with all the most popular sign types, and everything is 100% customizable—if you can dream it up, we can design it!

What’s more, for new clients launching their first business, we’re now offering a special start-up package, which includes all you need to get your debut sign system up and running, from initial creative ideation to final sign installation, and everything in between.

To get a free quote on any custom logo design, you can:

  • Call (240)-246-7423 to speak directly with a logo design specialist
  • Request a logo design consultation using our quick contact form
  • Email any questions to info@rockvillesigncompany.com
  • Stop by our logo design studio at 8653 Grovemont Cir, Gaithersburg, MD, 20877


Airey, D. (2009). Logo design love: A guide to creating iconic brand identities. New Riders.

Kellaris, J. J., & Machleit, K. A. (2016). Signage as Marketing Communication. Interdisciplinary Journal of Signage and Wayfinding, 1(1).