So what is an "elegant" logo and should you be interested in one? Here's one definition "...elegant applies to things stylishly graceful, showing good taste in behavior and appearance." With that definition in mind one could say that companies engaging in the arts, high fashion, and perhaps fine dining, would look for elegance in their design. The WWE (World Wrestling Entertainment Corporation) would have no use for an elegant identity. Good taste in behavior is not exactly in vogue with contemporary wrestling. But let's look at another definition of elegance: "pleasingly neat, simple, and concise." That definition could apply to practically all designs. Well, maybe the WWE is not interested in anything pleasing. The point is that the identity should match the company. So hard lines and shapes in a logo would not cut for any one of those "elegant" businesses mentioned earlier.
Simplicity: The Fundamental Principle Of An Elegant Logo
The really great logos out there all reflect this principle. Simple is elegant. It is also functional. Simple designs can be used on any media in any size or shape. They do not lose meaning and impact if they are reduced or enlarged or appear in Black and White renditions. Every element of logo design -- color, imagery, font style, font size, text, and enhancing effects -- should follow the principle of simplicity. Companies in businesses that truly need to convey elegance as style and taste may have a difficult time here. The tendency is to clutter things up as more and more features and enhancements creep in as a means of expressing elegance. Just keep it clean and simple and you won't go wrong.
Elegance in Color
Simplicity means minimal use of color. Most great designs use two colors, occasionally three. Many are black and white, like the Nike "swoosh." Colors have different meanings to people but few would consider blinding bright red or orange as "elegant" colors. Muted pastels are generally considered appropriately "elegant."
Elegant Logo Fonts
Bold and boxy fonts may be dramatic and direct but few would call them elegant. Fonts with graceful use of serifs and breaking of traditional "straight line" usage are generally seen as graceful and stylish. Dramatic variations in font sizes are usually seen as jarring, not elegant. So if your fine dining establishment is called "Luigi's" don't present the letter "L" four of five times larger than the rest of the word. Making the "L" appear slightly larger than the rest of the name and graphically enhancing the bottom of the "L" might work fine.
Elegance in Enhancing Effects
Working with the name of the business and enhancing some its natural properties can often work. For example, suppose you own an art gallery called "Joe's Gallery." Okay, Joe is not elegant; let's say "The Ninth Street Gallery." The ending letter "Y" could be graphically enhanced by extending in downward and to the left to gracefully underline the entire name. It works. You've probably seen logos that do it. Simple, yet elegant. Good luck with your design!
