Apparently, we've been doing logos wrong all this time

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If you want to make a successful logo that encourages shoppers to buy from you, you're better off using a descriptive logo. That's according to a recent study which found that trendy, minimalist logos are less effective because they don't indicate what a company does.

The findings are a great addition to our logo design guide, and fly in the face of stripped back, abstract logos, which have been all the rage for a while now. Meanwhile, a descriptive design like the Burger King logo is more effective because it resembles the hamburgers it sells.

The study, which was originally published in the Journal of Marketing Research, argues that a descriptive logo is more successful as it creates trust. Research professors from Canada, England, and France examined 597 logos with the help of 2,000 participants to discover that "logo descriptiveness can positively affect impressions of authenticity and, in turn, purchase intentions".

Descriptive logos like these give you an idea of what each service provides

Participants in the study were given descriptions of various companies, then judged their logos on their authenticity. Descriptive logos came out on top in every category. The study even goes on to say that there is a "significant positive association between logo descriptiveness and gross profit."

A good example of how a minimalist design can cause upset is the new logo Slack unveiled in January. With its pinwheel of vibrant colours on a white background, users accused it of appearing generic and unconnected to the workplace chat app.

Abstract logos generate less trust, and therefore less profit

There isn't a one-size-fits-all approach though. When a company becomes big enough, it doesn't need to rely on a descriptive logo that tells people what it sells. Just take McDonald's, whose famous Golden Arches logo has nothing to do with its fast food. It's also a good example of how a textless logo can work.

However, if a company sells something unpleasant, the research suggests that a descriptive logo might not be the best solution.

Related articles:

• How to make your logo stand out in the digital age
• 5 fascinating stories behind unusual logo designs
• 5 expensive logos and what they teach us

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