Here's everything you need to know to take your logo design skills to the next level.
Logo design is all around us. To the general public, logos serve as an instant reminder of a company or a product; to the client they're the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our clients' ideologies into one single graphic.
No wonder, then, that logo design features so prominently in our lives. In an age where everyone must have a website to support their product, service or the company behind it, the demand for a top-class logo has never been higher.
More logo designs are out there than ever before, and with that comes the challenge of being different. How do you create something original that stands out in a sea of identities? And how do we create something quickly while retaining quality?
In this article, we'll first look at the basic principles of designing a logo and share some pro tips for finessing your process.
An effective logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. In its simplest form, a logo is there to identify but to do this effectively it must follow the basic principles of logo design:
A logo must be simple. A simple logo allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
A logo must be memorable. Following closely behind the principle of simplicity is that of memorability. An effective logo should be memorable and this is achieved by having a simple yet appropriate logo.
A logo must be enduring. An effective logo should endure the test of time. The logo should be 'future proof', meaning that it should still be effective in 10, 20, 50+ years time.
A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications.
A logo must be appropriate. How you position the logo should be appropriate for its intended purpose. For a more detailed explanation see: What makes a good logo?
Every designer has his or her own process, and it is rarely linear, but in general this is how the branding process is completed, which can be used as a guide to establish your own.
Design brief. Conduct a questionnaire or interview with the client to get the design brief.
Research. Conduct research focused on the industry itself, its history, and its competitors.
Reference. Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
Sketching and conceptualising. Develop the logo concepts around the brief and research.
Reflection. Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm. Receive feedback.
Presentation. Choose to present only a select few logos to the client or a whole collection. Get feedback and repeat until completed.