When designing a logo, whether for a client or for your own project, there are some key tips that need to be taken into account. As expert educators in the field, we have put together some of our top logo design tips…
Inspirational ideas are needed to spark a creative process. Immerse yourself in that problem, pull it apart, ask big questions, write and draw on big sheets of paper. Map it out. Argue and discuss. Research which logos draw your attention and why. Read more on finding inspiration on our blog 'How to Find Ideas'.
Know your Brand
Know your client – research what makes them individual and know their brand. What are their unique selling points? Who are their competitors and industry leaders? Detailed interviews and discussions with the client not only give you a better idea of what you need to do, but it creates more trust between yourself and your client.
Develop the logo concepts around the brief and research. Keep all of your attempts in a document – don’t get rid of anything! It’s a good way to compare and contrast, and if you feel lost in your design, you can go back a few steps and see what happened.
Keep it Simple
A simple logo allows for easy recognition. An effective logo is distinctive, appropriate, practical, simple in form and conveys an intended message.
Make it versatile
An effective logo should be able to work across a variety of mediums and applications. If your logo is set to one colour scheme, it can make it difficult transferring it across various platforms, from posters, to mouse mats to maybe even teddy bears! The logo should look good even if it is displayed in black and white, or a set of colours that are not part of the original or actual design.
Take a look at Apple’s logo, for instance, that can look good irrespective of the colour scheme.
Never underestimate the importance of colour. Bright and bold colors may grab someone's attention, but could also seem brash; muted tones exude sophistication, but could be overlooked. Each colour portrays an emotion or idea that then relates to that brand. For example, Purple represents spiritual, wise, evocative, Black; credible and powerful, White: simple, clean, pure and Pink represents fun and flirty. Don’t send the wrong message with your colour scheme.
Typography is another aspect where you cannot afford to underestimate its important. If your logo contains the brand name, or your logo IS the brand name, typography plays a key role. Tale for instance the Coca Cola logo. Even if the Coca Cola logo said something different, you would still know it is Coca Cola. Same goes for Ray Ban and Fed Ex for examples.
Watch our YouTube series on Typography at the bottom of this page.
Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm. Sometimes staring at similar designs can drive you crazy. If you have a block, perhaps go onto a different project, and then come back to it later.
Have trust in your artwork. Show your client what you like, and tell them why you chose it and why you think it works. If you feel passionately about the work, your client will see that and be more likely to respond in kind. Don’t be timid and go for the easiest or safest option, as it’s not always the best. Choose to present only a select few logos to the client or a whole collection. Get feedback and repeat until completed.
Don’t expect people to like it straight away – whether that’s the client or the general public. The client will probably want to tweak it, and the public will need to build association with it.
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