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.

2) Context
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.

4) 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 web colours.

5) 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.

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.

Additional Tips for Logo Design

  1. Fundamentals: What is a Logo?
  2. A logo is a symbol or sign which represents a company or organisation. Most often graphical in nature, the logo is the embodiment of that organisation's philosophy and attitude.

  3. What is a Good Logo?
  4. A good logo will effectively evoke feelings of warmth towards it's brand; it will be memorable and unique as well as becoming a symbol of assurance and reliability.

  5. What is the Design Process?
  6. Design processes do vary, but generally include the following stages:

    1. Get Design Brief
    2. Research industry and competitors
    3. Reference logo designs that have been successful that may be related to the design brief.
    4. Sketching & Conceptualising: Develop the logo design concept(s)
    5. Reflection & Feedback
    6. Present the best logos to the client

  7. How Much Should a Logo Cost?
  8. As a flat-rate price for a logo, the following list gives an idea of the range of prices depending on type of designer:

    • Professional Agency: £800 – £4000
    • Independent Firm: £300 – £2500
    • Freelancer: £200 – £1500
    • World Famous Designer - £500,000+

  9. How do I choose a Designer?
  10. Consider the following points when choosing a designer:

    • Strong Portfolio
    • Experience of previous identity projects
    • Design Awards? Published Work? Design Industry Praise?
    • Positive Testimonials
    • Professionalism
    • Good Customer Service
    • Price, Value for Money


Logo Design Links


Logo of the Day

How To Get A Logo Accepted

Effective Logo Design, Part 1: Symbols, Metaphors And The Power Of Intuition

Effective Logo Design, Part 2: Using Nature’s Patterns In Logo Design

Effective Logo Design, Part 3: How Geometry Influences Logo Design

The Evolution of The Logo

Common Mistakes in Designing a Logo

  1. Amateur Design
  2. Here's a word of caution... If you'd like to design your logo yourself and you're NOT a graphic designer, then don't. There's every chance that it will look amateur and cheap. If you do have ideas for your logo design, Great! Share them with a graphic designer - and they will take your ideas and produce for you a professional interpretation.
    Also, beware websites that offer you a new logo at an increadably low price. What you save in the price, you miss out on quality. You get what you pay for, they say.
    Another blunder could come about if your friend, who's an amateur designer, offers to do you a logo as a favour. Again, there's every chance you'll end up with a sub-standard logo - and that will look bad for your business.
    A logo is a very important design. It's what people will associate withe you and your business - so don't try and skimp on it. A professional graphic designer will interpret your brief and produce a high quality design that will last.

  3. Following Trends
  4. Using Raster Images Instead of Vectors
  5. Using Stock Art
  6. Designing for Yourself Instead of the Client
  7. Making it Too Complex
  8. Relying on Colour Alone
  9. Using a Bad Choice of Font
  10. Using Too Many Fonts
  11. Copying Someone Else

Logo Design Examples