LOGO DESIGNHOW TO

The definitive guide to logo

design: 55 pro tips
Mar 17, 2014 12:04 pm53 comments










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Everything you need to know to craft great logos, from
inspiration to execution.
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 theyre 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 examples of logo design 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 creating a logo design and
share some pro tips for finessing your process...
PREPARATION
01. Research your audience
Good logo
design doesn't just create something that looks nice - it has to communicate a brand
message
Creating a logo design isn't just about creating a pretty visual. What you're doing, or
taking part in, is developing a brand and communicating a position. It makes sense,
then, that the first step in creating a logo design should be to research these concepts.
Involving the client at this early stage is advised, as your interpretation of their brand
may be different from theirs, and it's essential that the message is clear before any
actual designing takes place.
02. Immerse yourself in the brand
Hark back to the past, urges Martin Christie of Logo Design London
Before even beginning to sketch out ideas for a logo design, spend some time
compiling the equivalent of an M15 dossier on your client's brand: who they are, what
they do and what their demographic is.
Look at previous iterations of their logo design and ask yourself what doesn't
represent the brand on these. Then compile a 'dos and don'ts' checklist before your
creative work starts.
"Check out all the various logos your client has employed since their company was
founded," advises Martin Christie of Logo Design London. "This can be particularly
interesting if they go back for many decades. You may be able to hark back to the
past, if they would like to position themselves as a heritage brand, or you might be
able to radically overhaul their original logo into something fresh and futuristic. This
has the advantage of built-in continuity even as you present a new image."
03. Keep all your sketches
Old
sketches can be a source of new inspiration, suggests Martin Christie
"Its probably a fair guess that for every logo you design you probably come up with a
couple of dozen sketches before you decide which one to develop further," adds
Martin Christie. "Never throw away these early ideas; they form a valuable resource.
"Just because one of your early sketches didnt work for another client, it doesnt
mean it wont work at all. Go back through what youve done and you may find the
seed that, with a bit of nurturing, could grow to become the logo youre looking for.
04. Do your online research
Logo
Moose is a great research resource for logo design
Two great starting points for online logo design research areLogo Moose and Logo
Gala. One thing to be mindful of is knowing when to stop your logo design research.
It's best to look at what did and didn't work out of 10 relevant logo designs than
swamp yourself with 50 extraneous ones.
If youre struggling for ideas, try looking up key words in a dictionary or thesaurus or
searching Google images for inspiration. If you keep a sketch book then look at
previous drawings youre bound to have unused ideas from previous projects, so
you may already be sitting on the perfect solution.
05. Fight the temptation to imitate
We all have our design heroes and sometimes we love them so much we want to
imitate their styles. Well, they do say imitation is the sincerest form of flattery.
However, in the real world it's just a lazy way to solve a creative problem.
Ask yourself whether the style you're using is appropriate for the client's needs. Do
they really want a logo design that has the same typeface Saul Bass used for Quaker
Oats in the '70s?
06. Don't let clients dictate
Point 2 does not equate to doing what the client tells you. Look through the brief from
your client and begin to ask questions about any vagueness or lazy brief writing you
might find there. 'The logo should be iconic' and 'The logo should be memorable' are
two extremely clichd phrases you need to pull your client up about.
A man kicking a chicken dressed as Father Christmas is memorable but for the wrong
reasons. So, as with all commissioned design work, you need to manage your client's
expectations, set realistic goals and find out what exactly your work needs to convey.
Logo designs become iconic and memorable: they're not created that way.
07. Create a board and rip it up
You could research logo designs all day as there are books and websites by the score
containing examples of them. Only makemood boards out of ones that share similar
values. Look at your mood board and analyse what isn't successful about these logo
designs. Then rip those boards up and use these rules as a guide for your own unique
creation.
INITIAL DESIGN WORK
08. Sketch it out

Get the
pencil and pad out before switching on your computer. Picture credit: Ben Powell
at www.gogetcreative.co.uk
With a solid understanding of what needs to be communicated, its on to the first
sketches: more often than not, these should be the pen and paper kind. This enables
you to be experimental and not get caught up in the finer details.
It's tempting to move straight onto the computer first, but Ben Powell advises you
resist the urge. "What did you learn to do first, use a computer or a pencil and paper?"
he asks rhetorically. "Sketching is a much faster way to produce initial ideas before
you even touch Photoshop CC. It doesn't matter if it's complete chicken-scratch
sketching as long as it conveys your ideas correctly and you understand it."
09. Create vectors
Vectors are
a good 'in-between' stage of logo design. Picture credit: Ben Powell
at www.gogetcreative.co.uk
After starting with a sketch, some designers then progress to more technical sketches
on graph paper. But the best way to save any pain and frustration with later iterations
of your logo design is to produce it using vectors. Here Illustrator CC is your friend as
you'll be able to rescale your creation without losing any quality.
10. Use smart objects
You can copy and paste your logo design into Photoshop as a 'smart object' (again
with no loss of scalable quality), if you need to combine it with other elements.
If you're creating a logo design for screenbased media, be particularly careful of thin
lines or very light typefaces. Also consider that different monitors can make text and
graphics appear pixelated or rough.
NAILING THE TYPOGRAPHY
11. Choose your typeface carefully
Microsoft's new logo design represents a trend towards clear and functional
typography
Typography is obviously central to good logo design. You have two main routes to
choose from: creating your own custom typeface or adapting an existing one.
If you create a custom typeface, try not to make it too fashionable because it could
date quickly. Keep it simple and legible. Consider the words that youre depicting - if
theyre unusual then a simple typeface might work best; if theyre common words
then you can usually be more creative as theyre easier to recognise.
12. Adapt an existing typeface
There's no rule to say you have to create your own typeface, though: consider
adapting an existing one.
Removing, extending or joining parts of letters may be enough to make your design
unique. Its amazing how little you need to see of some letters for you to still be able
to recognise them.
13. Avoid gimmicky fonts
Don't be tempted to make your logo design stand out by using gimmicky fonts.
They're the equivalent of typographic chintz and there's a reason why most of them
are free. For sheer professionalism's sake you should avoid them at all costs.
Most gimmicky fonts are too fancy, too weak, and are most likely being used (badly)
on a hundred different cheap business cards right now. When it comes to logo design,
keep your font choices classic and simple and avoid over-garnishing.
14. Make the type match the brand
Fonts come in all shapes and sizes that resonate differently with strength (slab type
fonts, big and powerful); class and style (fonts with elegant scripts or serifs);
movement and forward thinking (type that is slanted). It's not about just looking
pretty: matching the qualities of the font - be it bespoke or off-the-shelf - to the
qualities of the brand is what's important here.
15. Consider a type-only approach
Jiyoung
Lee created the logotype for this industrial building firm
You may want to produce a simple execution of a logo design for your client that uses
the strength of the typography alone.
Bone up on your typography knowledge by reading this primerand check out the
inspired logos designers around the globe have created using type alone here.
USE OF SPACE
16. Think about the space around your logo
design
The British
Council has an exclusion zone based on the discs that make up part of its design
Most brand books will specify an exclusion zone. This is an area around the logo
design that cant be occupied by other content, to protect the integrity of the logo (and
brand by extension).
When youre creating a logo design, you need to consider how it should be used. If,
for example, your design is intended to be viewed over the top of a photographic
image, make sure you present it to the client in that way, and specify that it should be
reproduced in this manner each time its used.
17. Use negative space effectively
The FedEx
identity is a well-cited example of effective use of negative space in logo design
Some of the best logo designs have hidden meaning in their negative space. A classic
example is the Fed Ex logo, which uses the combination of the letters E and x to form
an arrow in the negative space. There are many other great examples where a logo
design looks ordinary at first glance, but reveals interesting and well-thought-out
details on further examination.
18. Don't overdo it
Try to use these principle to add value to your logo design, but as always, dont add
shapes and pictorial elements in negative space just because you can! Remember that
you are not trying to appeal to other designers on Dribbble - you're trying to solve a
commercial problem and boost a brand amongst its audience.
GRAPHIC DESIGN
19. Make your design active, not passive
Twitter's
logo design has morphed from a static bird into one in flight over the years,
suggesting motion and movement
If youre using a device within your logo design that facilitates it, consider adding a
sense of movement to your design. This doesnt mean you need to add cartoon-like
motion lines, but rather think about the size, position and rotation of elements within
your design.
A fish will look in motion if its mid-jump or swim, but will look static if drawn side
on as if its been mounted on a wall. You also need to take into account the direction
of the implied motion.
20. Cultural differences
In the west, motion towards the left of the stage suggests backwards, regressive
movement, while motion towards the right feels progressive and forward-thinking.
This culture-based understanding is formed because we read from left to right. Things
are different in the far East, so make sure you understand where your principal market
is.
21. Consider tones as well as colours
Logo designs need to work in black and white as well as colour. If your logo design
uses colour to convey meaning, think about how you can reflect that meaning when
the colour is removed. Sometimes this may mean changing the contrast relationship
between different elements of your design so that they still convey meaning when
reproduced in monotones.
22. Be experimental
Cut &
Splice's logo design is ever-morphing and never the same twice
Don't feel you have to be constricted by formal notions of what a logo design is or
does. For example, designer Luke Prowse came up with a highly original use of logo
and brand identity for music event Cut & Splice, celebrating experimental composer's
Karlheinz Stockhausen's Aus dem Seben Tagen.
Playing with the experimental composer's lifetime obsession with 'controlled chance',
Luke created a logo design that is never the same twice, both online and digitally
printed. In online form the logo design continually morphs and pulsates like an ever-
evolving compositional soundscape.
Another
incarnation of the experimental Cut & Splice logo design
KEEP IT CLEAN AND MODERN
23. Don't use more than two fonts
Obviously, there are always going to be exceptions to this rule. But as a general
principle, restricting yourself to just one or two typefaces is a good idea if you want
your logo design to be clear and uncluttered.
24. Ensure it works on dark backgrounds
YouTube's
logo works well against any background, light or dark
The client may be happy seeing your logo design against a white background, but be
wary of him coming back a year later saying that the company is producing new
marketing material and demand it will work against a dark background too. Sorting
that out in advance is never a bad thing. (The same goes for using the logo in
monochrome.)
25. Keep abreast of trends
Pay attention to current logo design trends doesn't mean slavishly following them. But
in the same way that you need to break the rules, to buck the trend (or start a new one)
you need to know what you're up again.
ADVERTISEMENT
26. Subtract as much as possible
A simple
but evocative logo design produced by Luke Prowse for Tempestra Underwear
Subtraction is a great technique for removing redundancy in any creative endeavour.
It means continually asking yourself questions that begin with, "Does this logo
need...", "Does this make sense?", "Does this match the brief" and "Is this self-
indulgent?".
Over time,
most logo designs get simplified - Wendy's recent redesign is a prime example
27. If in doubt, leave it out
If you can't rationalise an element that's part of your logo design, the chances are you
need to remove it from the overall piece. When your logo design is at its simplest, it's
probably at its strongest.
28. Don't try to do too much
Don't try to make the logo design do too much: it doesn't have to reflect every aspect
of the company's history or demonstrate what the product or service is. A computer
company's logo design doesn't have to show a computer (Apple's doesn't). A
restaurant logo design doesn't have show food (McDonald's) doesn't. Keep it simple.
29. Create a lock up version
The logo
design and the slogan have to work in harmony as well as individually
A logo design often comes with a tagline (or strapline) that conveys a brand message.
Nike, for example, has its swoosh device with 'Just Do It' usually seen underneath.
Both elements can work separately but when they exist together this is referred to as a
'lock up'. Its when both elements have a sense of cohesion between them.
As these elements can be seen separately the rule to remember is not to rely on the
tagline to make sense of the logo design or vice versa. Your logo design doesnt
necessarily have to be a visual representation of the tagline but the two should be
equally 'on-brand'.
30. Make your logo design responsive
The
demands of responsive web design apply to logos as much as any other web graphics
If your logo design is going to be primarily used on websites and apps, consider how
to make it responsive. Simply reducing or enlarging a logo according to its context
isnt always the best solution. As the content area and device capabilities increase,
you may need to add extra details to the logo graphic itself. Check out this demo by
Anthony Calzadilla to learn more.
FUNCTIONALITY
31. Create different size versions
Logo
designs have to be consistent for all manner of different applications. Picture credit:
Ben Powell at www.gogetcreative.co.uk
Your logo design is amazing, beautiful, and stunning... but only on your 24in full HD
monitor. Shrink that baby down to 100 pixels and what have you got? A little
undecipherable splodge.
Experiment with your designs at different sizes. If youve already got
them on your computer, zoom in and out to see if they work as tiny icons or when
theyre full screen.
32. Make it legible
Most clients need a vector version of the logo design in order to be able to scale it up,
cut it out and colour separate it. Equally, you need something that will be legible in
lowest denominator media such asnewsprint, and work online and on mobile devices.
Once you have something, print it out. Print variations in type weight and style, as
well as inverted versions of your logotype and mark. Print large versions and paste
them to the wall or lay them out on the floor. Look at them for as much time as it
takes to really let things sink in.
33. Create non-print variants
As well as print you need to come up with variants that show how it can work on
computer screens, mobile devices and other "real world" uses, whether on a uniform
or a billboard at Old Trafford.
Show all these variations to your clients to indicate how youve thought things
through how (if needed) their logo design could be used or teeny-tiny on a business
franked letter.
Think about creating an insignia version of the logo design for when it occupies small
spaces, and perhaps a clear and a greyscale version. This will go a long way to
proving to your client they're getting value for money and a logo design that can be
used everywhere.
Your logo
design may need to be altered to work on different media, such as being reproduced in
cotton embroidery
Its quite common to have a slightly different version of a logo design for
reproduction on clothing. The best way to get this right is to talk to an embroiderer,
shoe-manufacturer, etc, as appropriate.
34. Make it future-proof
Redesign
and re-invigoration of the Times Newspaper supplement times2 created by Luke
Prowse alongside art director Neville Brody and their in-house editorial team
Most logo designs are used for years, so be careful not to use of the moment
typefaces or styles that may date quickly. Dont to be too literal either: a company
selling records today might be ying people to space in 25 years.
Most identities such as Shell and Kellogg's have changed over time but have kept
timeless brand elements whilst subtly 'refreshing' or modernising their typography.
There should be elements to the logo design that are enduring but be mindful that
other aspects of it may need to be adapted in the future for as-yet-unknown visual
formats.
BUSINESS CONSIDERATIONS
35. Don't confuse 'logo' with 'brand'
Part of the
'bigger picture' for the use of the Wolff Olins 2012 Olympic Games logo design
'A logo isn't just the brand' is the most common tip to remember when creating a
company's identity.
The 2012 Olympic Games logo design by Wolff Olins was universally mocked when
released in 2007. Mostly this was due to media restrictions which meant they couldn't
explain or show how this logo design was going to be used as part of the successful
London 2012 games brand and not necessarily in isolation.
If youre presenting a logo design which is mostly going to be seen 'locked up' with a
strapline or connected to another visual device then show examples of this in your
initial presentation.
36. Get the tone right
An example
of three type treatments by Luke Prowse - authoritative, friendly and fun
Imagine you were looking online for an accountant and come across a firm called
Harewood's Accounting Services which had a logo design made up of a weedy serif
font and an image of a hare sat on a plank of wood. You'd doubt whether this crowd
were worth taking seriously. This fictitious company could well have multiple awards
and reams of happy solvent customers, but such a logo design wouldnt inspire any
trust or admiration for the services they offer.
A logo design represents a business's professionalism and poor visual jokes don't
work. Use fonts which sum up the 'brand mood'.
FEEDBACK
37. Show your logo design around
Kudawara's
logo design was memorable for the wrong reasons
Quite a few of us will remember the Japanese pharmacy a few years ago whose logo
design received worldwide recognition for being unintentionally rather saucy. You of
course could argue that the logo is fine and there are a lot of people in the world with
dirty minds. But let's get real: how this got through final client approval is anyone's
guess.
After you've completed your logo design, send it round to your mates and family for a
bit of feedback. Look at it sideways, look at it upside down and reverse it. Look at it
every which way you can. Then send it to the client. You wouldn't want another
Kudawara on your hands would you?
38. Stick to your convictions
Regular
client feedback is crucial to avoid wasting everyone's time. Picture credit: Ben Powell
at www.gogetcreative.co.uk
Sheffield-based graphic and UI designer Ben Powell suggests: "It's so important to get
regular feedback from your client, but equally important that you make it clear you
are the designer and thats why you've been employed.
"As soon as a client begins suggesting things like, 'Let's make that text a bit bigger,
and try this typeface', your mark becomes diluted. It's your job as the designer to make
this clear from the start."
39. Ask the client specific questions
When your logo design is finished, try not to ask vague questions to your client such
as, "Do you like it?", or, "What do you think?". You may as well ask if they like
apples or oranges.
Questions you should ask include: "Does it meet the brief?" amd "Does this represent
your core brand values?". If they avoid the question and just say they don't like it, ask
for specifics. After all it's their brand and they should know.
40. Test it internationally
If you can, show it to as many different nationalities as possible, especially for a logo
that is going to be used globally. You never know whether something that looks
completely innocent in one culture may look unintentionally rude, offensive, or both
in another. For example, in 1998, the Nike Air Bakin made national headlines when
Arab-American groups thought the way Air was written on the shoe looked too
similar to Allah written in Arabic.
41. Check for hidden words
Some
people spotted a rude word when the WeightWatchers logo went all-lowercase
Often when a logo is stylised in a certain way - such as all the letters being the same
case - it can spell out words that were not intended to be read.
42. Expect your logo redesign to be panned
At Creative Bloq, we regularly report on new logo designs for well known brands, and
one thing that's surprised us is that immediate feedback is normally at least 80 per cent
negative. People don't like change and react strongly to it. But don't worry - it's not a
bad reflection on your work, it's just innate conservatism. Sooner or later they'll get
used to, and then grow to like, your logo. And when it eventually gets redesigned
again, they'll react just as strongly against that!
STYLE GUIDES
43. Create a logo style guide
The
Channel 4 style guide explains in detail how its logo design can and can't be used
Style guides determine the way a logo design can be used and usually include colour
options, size restraints, positioning, typefaces and how the logo design works on
different backgrounds. Check out any of these design style guides for a great example
of the sort of guide you should be aiming to set up.
44. Dictate colour options
A style guide should illustrate all possible colour options for a logo design. It should
include any Pantone colours used with a breakdown for CMYK and RGB. Other
options to include are: colour and mono logo designs on white, colour and mono on
black and colour and mono on an image background.
45. Specify sizes
Some logo designs only work down to a certain size. This might be because they
become illegible or simply lose their impact. Specify the minimum size for your logo
design and bear in mind how it looks on screen as this may differ from a printed
version. Offer an alternative in pixels.
46. Advise on positioning
The positioning of your logo design may not be required in a style guide, but
depending on the style and shape of your design there may be a position that you think
works best. For example, text thats ranged right might look best on the right-hand
side of the page.
47. Advise on spacing
Give consideration to the amount of space around a logo design and try to explain this
without using units of measurement. For example, the space below the logo design
should be a quarter of its width. This ensures that whatever size the logo design is
used at, the correct space can be calculated easily.
48. Define no-nos
If there are any ways that your logo design should not be used then make sure you
specify them. The main reason for a style guide is to ensure the appearance of your
logo design remains consistent, so explain how the logo should not be misinterpreted
and illustrate your points with examples.
EXTRA TIPS
49. Download the logo design flowchart
Download
the flow chart to improve your logo design process
Still not sure where to begin with logo design? No problem. Deliver winning logo
designs every time by following the step-by-step processes in Johnson Banks'
foolproof flowchart.
Right click this link to download the logo design flowchart(PDF)
50. Why you should avoid plagiarism
If you rip
off others, Logo Thief will find you out!
There are obvious ethical reasons not to plagiarise other people's designs, not to
mention the potential threat to your reputation if you're discovered. And if you think
nobody will notice, then think again. There are a number of people who've made it
their hobby to seek out logo rip-off merchants, and some of the worst offenders can be
found out on Logo Thief - find out more about this fascinating website here.
51. Free template for social media
This
template will help you design for social media platforms
Sometimes, fitting your logo into the square format that most social media platforms
use can cause your design to be altered, cut or otherwise not turn out as planned.
So Wickie Media have come up with this free Photoshop template to ease your logo
design woes.
The template enables you to preview what your logo will look like on a variety of
social media platforms. It's a Photoshop CC document, and with the Image assets
generator you can live-export all the needed files to upload your avatar and cover art
for all your social media websites to create a consistent look.
52. The psychology of logo shapes

The logo shapes used by big brands aren't chosen by chance. Whether your design is
based on circles, triangles or other shapes can benefit from a keen understanding on
the psychology of shapes. There's a great primer here from Martin Christie of Logo
Design London.
53. The psychology of logo colours

Understanding the psychology of colours is also vital to designing an effective logo.
The use of colour can bring multiple layers of meaning, from primitive responses
based on millions of years of evolved instinct to the complex associations we make
based on learned assumptions. Learn how these principles can be applied to logo
design in this article.
54. Be inspired by the best
See the
evolution of some of the world's greatest marks in this top book
The 50 Best Logos Ever is a definitive guide to the greatest identity work ever
created. Even if you only have a passing interest in graphic design, its fascinating to
see what the BP logo looked like in 1930, or to chat about how the Coca-Cola identity
has evolved (or not) over the past 125 years.
Ever wondered how the Penguin logo started its life? Or what Shell's logo looked like
in 1901? Then this is the book for you. Over 180 premium pages, the book dissects
the world's greatest examples of logo design, showing their origins, their evolutions
and interviewing the designers behind them - including Rob Janoff (Apple) and
Lindon Leader (FedEx). It all adds up to a fascinating reference book on the best
known marks ever created.
55. Further articles
Get started with logo design: 10-step guide
11 brilliant resources for logo designers
The biggest mistakes logo designers make
Logo design: 5 questions to ask about the brand
Designers choose the top logo designs of 2013
Read ALL our logo-related posts here
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