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Logo Design Basics

R Proffitt
by Richard Proffitt
iopan design

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:

  1. A logo must be simple. A simple logo design allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
  2. A logo must be memorable. Following closely behind the principle of simplicity is that of memorability. An effective logo design should be memorable and this is achieved by having a simple yet appropriate logo.
  3. 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.
  4. A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications.
  5. A logo must be appropriate.

Organise a method of working

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 design 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.

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Basic Logo Design

  1. What is a Logo?, What does it do? & Why a Logo?
    The best logo's are simple and straightforward. Nothing too complicated. As a rule of thumb, I try to imagine how I could create a favicon (16px x 16px) from the logo.
  2. Develop a Design Process
    Can the logo be successfully rendered into black and white? This is an essential requirement as the image will often be seen in this most basic of contexts. I work from the ground up usually… and if a logo is well conceived, it usually will reduce well to a simple b/w format. But think carefully about all the possible context in which the logo will be represented.
  3. Understand the project goals
    Often a client will request a design concept that goes against all of your creative sensibilities! Fear not! Start with a simple representative graphic element and gradually simplify it and introduce text. Remember the text is usually only for large format design - and so should take a second place to your graphic element.
  4. Ask the Right Questions
    Your logo relys heavily on type (and - of course - some logos are pure type) because typography is exceedingly characterful and informative of brand. It is VITAL that you choose the correct font — or develop a unique fontface that is perfect for the brand. Take a look at the following article: "What does typography say about your brand?"
  5. Understand & Research the Company/Brand
    Companies often have their own company colours, which makes it much easier. Consider the psychology of colour when making choices. (see this document "The Psychology of Color in Marketing and Branding") at helpscout.net. Think also of shape and form, and always print out your logo on CMYK as it can often differ greatly from screen colours.
  6. Research the competition
    When designing - think customers and target audience, rather than pleasing the company heads. After all, you want to generate an image that will be eye catching to the customers first, and as a graphic designer - this should be a strongly developed skill.
  7. Research the audience
    How many times have I made a selection of designs - only to have my favourite images overlooked. Try to suggest to the client to have the logo product tested and see what a range of people think of your logo designs. It would be a good idea to allow the testing process to feed-back into your final design decisions.
  8. Understand Where and How the Design Will Be Used
    Your logo relys heavily on type (and - of course - some logos are pure type) because typography is exceedingly characterful and informative of brand. It is VITAL that you choose the correct font — or develop a unique fontface that is perfect for the brand. Take a look at the following article: "What does typography say about your brand?"
  9. Understand logo design trends, but don’t follow them
    Companies often have their own company colours, which makes it much easier. Consider the psychology of colour when making choices. (see this document "The Psychology of Color in Marketing and Branding") at helpscout.net. Think also of shape and form, and always print out your logo on CMYK as it can often differ greatly from screen colours.
  10. Understand When and Why to Redesign
    When designing - think customers and target audience, rather than pleasing the company heads. After all, you want to generate an image that will be eye catching to the customers first, and as a graphic designer - this should be a strongly developed skill.
  11. Don’t Confuse Logo and Brand
    How many times have I made a selection of designs - only to have my favourite images overlooked. Try to suggest to the client to have the logo product tested and see what a range of people think of your logo designs. It would be a good idea to allow the testing process to feed-back into your final design decisions.

Points to Consider when Creating a Logo

  1. Keep it Simple
    The best logo's are simple and straightforward. Nothing too complicated. As a rule of thumb, I try to imagine how I could create a favicon (16px x 16px) from the logo.
  2. Context
    Can the logo be successfully rendered into black and white? This is an essential requirement as the image will often be seen in this most basic of contexts. I work from the ground up usually… and if a logo is well conceived, it usually will reduce well to a simple b/w format. But think carefully about all the possible context in which the logo will be represented.
  3. Client's Requests
    Often a client will request a design concept that goes against all of your creative sensibilities! Fear not! Start with a simple representative graphic element and gradually simplify it and introduce text. Remember the text is usually only for large format design - and so should take a second place to your graphic element.
  4. Typography
    Your logo relys heavily on type (and - of course - some logos are pure type) because typography is exceedingly characterful and informative of brand. It is VITAL that you choose the correct font — or develop a unique fontface that is perfect for the brand. Take a look at the following article: "What does typography say about your brand?"
  5. Colour
    Companies often have their own company colours, which makes it much easier. Consider the psychology of colour when making choices. (see this document "The Psychology of Color in Marketing and Branding") at helpscout.net. Think also of shape and form, and always print out your logo on CMYK as it can often differ greatly from screen colours.
  6. Customers
    When designing - think customers and target audience, rather than pleasing the company heads. After all, you want to generate an image that will be eye catching to the customers first, and as a graphic designer - this should be a strongly developed skill.
  7. Taste and Expectation
    How many times have I made a selection of designs - only to have my favourite images overlooked. Try to suggest to the client to have the logo product tested and see what a range of people think of your logo designs. It would be a good idea to allow the testing process to feed-back into your final design decisions.
a collection of classic logos
A Collection of Classic Logos

Just what is it that makes a Logo successful? With such a diverse collection of examples it can be difficult to imagine that there are any rules to the game at all. But there are certain things that you can do (and a number of practices to avoid) that can point you in the right direction.

Some Golden Rules to Logo Success

  • Before you even put pen to paper, do your research. This is a fundamental first step. Find out EVERYTHING you can about your client company - and perhapse more importantly: research your client company's competitors thouroughly. Compare all of the logos in the business group and see if you can discover any conventions/differences that can be to your advantage.
  • As I'm sure you know, no two design processes are the same and it certainly helps not to have your own process set in stone. When theory and practice intermingle, the magic can happen; but often an excellent theoretical idea can fall short when committed to design, AND a developing design thread can stumble when referenced back to the requirements of your theoretical practice! So - what is most important is to remain OPEN and FLEXIBLE.
  • A Logo or Brand is like a person; there are characteristics, goals, ideas, philosophies, judgements, preferences and many many other influences. Michael Johnson recommends asking yourself the right kind of questions about your brand to help to build up a complete profile.

Why are we here?; What do we do, and how do we do it?; What makes us different?; Who are we here for?; What do we value the most?; and finally, What’s our personality?

Michael Johnson in Branding: In Five and a Half Steps

It really is worth taking a look at Michael Johnson's 5-and-a-half-step process… especially at that mysterious step 2½.

STEP ONE: Investigation
STEP TWO: Strategy and Narrative
STEP TWO ½: Bridging the Gap
STEP THREE: Design
STEP FOUR: Implementation
STEP FIVE: Engagement

Johnson is here acknowledging that key half-step between Strategy and Design, where the translation of one into another is crucial.

  • Consider the whole concept of the BRAND and not just the LOGO. In this day and age, a Brands audience engage in many different ways; and the Logo is not always the touch-stone image that it once was. Be aware of this personification of brand and design your logo in sympathy and in keeping with the existing brand experience.
  • Choose your typeface with the utmost care — but don't be afraid to probe, tweak, skew, stretch and generally mis-treat your font! I'm sure everyone is aware of the current trend for sans-serif fonts but you may be mistaken if you just jump on the minimalist bandwagon without thouroughly exploring your brand's voice. Every font has it's own unique voice and there are general voices collected within the sets of fonts [you can see this in more depth in the article: "How Does Your Font-Face Speak?"] but generally; Grotesque typefaces (Franklin Gothic, HK Grotesque, Roboto) have a more masculine and mechanistic tone. Geometric sans-serif (Futura, Century Gothic) are slightly more playful and well-humoured; whereas

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Logo Design File Collection

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Provide Greyscale and colour versions in SVG, PNG & JPG. Whilst the logo is in production, you may wish to make some logo mockups with the various prototypes. This enables the client to see the new design within a typical context.

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