Logos and Identity
Logo Development 2013–2016
The slideshow above shows a selection of developments of logos that I have been working on in 2013. I hope that these show something of the workings of logo development. I usually start my logo design with good old pen and paper.
Here are a few points to consider when making 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.
Can the logo be successfully rendered into black and white..? 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.
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 web colours.
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.
6) 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's too important an image to have it decided by only one person.