Simplicity is not a goal. It’s a by-product.

October 15, 2008

“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”
Paul Rand

In the story telling of how logos get designed, the word simplicity usually gets plenty of airtime. Whether it was a “goal” or a “by-product.”

I think this quote embodies a higher quality way to think of simplicity - that it’s a by-product of good problem-solving vs. some pre-ordained and subjective order to be met.

In my experience, the use and perception of simplicity has duplicitous connotations in the business world. With many business managers there seems to be political correctness to attacking the simple solution (especially those who’ve earned an MBA). Most of it is their egos initially refusing to intellectually accept the simple answer. These Aristotelian over-achievers, it seems, are looking for a sense of complexity or literalness to grab onto and analyze and run through their decision-trees. And this comprehensive but ultimately shallow search is at odds to the Platonic elegance that’s associated with the highest quality logo design solutions.

Scientists, mathematician, musicians, and writers strive for elegance in their solutions. But rarely is it definable, found in a creative brief, or represented in a pie chart. We just seem to know it. At least to most of us in the room.

And Rand’s quote seems to help orient a proper perspective. Broken down and nudged a little can shed some light on a quality way to think of simplicity.

A good idea + proper expecations = Simple solution

A good idea, as Rand also said, for “a logo derives its meaning from the quality of the thing it symbolizes, not the other way around.” This takes the overly clever ideas off the table that impose their own set of values, connotations, and perceptions. Logos, unlike ad campaigns, don’t need to be in-your-face to be successful. They are unique graphic design challenges, more akin to architecture, and if done right will last a lifetime.

Proper expectations must be established early, often, and include all decision makers. The most constructive way to establish quality expectations is to construct them in a way that overcomes a challenge, a pain point, or provides a winfall of opportunity. Conversely, if your expectation is just “simplicity,” it’s too easy of a goal achieve, and difficult to defend, and will fall victim to too many whims and opinions. For example, if you’re goal is to overcome the mispronunciation of “F-R-A,” then higher quality design solutions become more self-evident and achieve greater success.

A simple solution will allow meaning to be established from the qualities of your entity and will also simplify something in the process. One way that’s helped me think of a logo redesign is in terms of verbs vs. nouns. For example, replace criteria like “it needs to be simple” with “it needs to simplify [production costs] or “it needs to overcome [the mispronunciation of our company name]” Using active verbs in your thoughts, your brief, and presentations, will always ensure a more profoundly simple by-product.