logo

60 pro tips > Logo design: 60 pro LOG LOGO DES DESIG IGN N HOW HOW TO TO

Jun 10, 10, 2014 2014 12:49 12:49 pm >45 comments (/graphic-design/pro-guide-logo-design-21221#comment (/graphic-design/pro-guide-logo-design-21221#comments-list) s-list) 3,882 Tweet

6.3k Like

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 they’re the point of recognition on which their branding (http://creativebloq.com/tag/brand (http://creativebloq.com/tag/branding) ing) hangs; and to us designers they  represent the challenge of incorporating our clients' ideologies into one single graphic. No wonder, then, that 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

821

764 Share

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...

BEFORE YOU START

> 01. Learn logo 101

> Effective logo designs: I Love NY, Apple, London Underground, CBS, WWF,

Woolmark  An effective logo is distinctive, 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 design 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 design 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? (http://justcreativedesign.com (http://justcreativedesign.com/2009/07/ /2009/07/27/what-mak 27/what-makes-a-goodes-a-goodlogo/)

> 02. Establish your own design process

> The brand identity design process

Every designer has his or her own process, and it is rarely linear, but in general this is how the branding process (http://justcreativedesign.com/ (http://justcreativedesign.com/2008/02/0 2008/02/01/logo-design 1/logo-design-process-of-process-oftop-graphic-designers/) top-graphic-designers/) 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 mature and lets you get get renewed enthusiasm. 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.

> 03. Price your work accordingly "How much?" is the single most frequently asked question and it cannot  be easily answered because because every company has has different needs and and expectations. You have to take a number of factors into consideration  when designing a logo/brand identity, identity, such as how many concepts need to be presented, how many revisions will be needed, how much research is required, how big the business is and so on. The best approach is to draw up a customised quote for each client and to do this you should learn how to price your designs (http://bit.ly/designpricing), (http://bit.ly/designpricing), which is another topic in itself. Jeff Fisher (http://justcreativedesign.com (http://justcreativedesign.com/2008/05/ /2008/05/03/logo-desi 03/logo-designgntips-process-jeff-fisher-interview/), tips-process-jeff-fisher-interview/), a notable designer and author, had this great point in his article How Much Should I Charge (http://creativelatitude.com/ar (http://creativelatitude.com/articles/article_100 ticles/article_1004_fisher.htm 4_fisher.html): l): "The major point I wish to convey here is that all designers need to work  smarter in independently determining what their talent, skill and

expertise are worth and charge the client accordingly without question or apology. Being smart in determining what you should charge for your  work will hopefully allow you you to 'work less, charge charge more' in the the future."

> 04. Learn from others

By knowing what other brands have succeeded in and why they have succeeded gives you great insight and you can apply that attained knowledge to your own work. For example, let's look at the classic Nike Swoosh (above). This logo was created by Caroline Davidson in 1971 (http://www.dailymail.co.uk/ne (http://www.dailymail.co.uk/news/article-2004 ws/article-2004273/Woman-d 273/Woman-designedesignedNike-swoosh-explains-story-inception-40 Nike-swoosh-explains-story-inception-40-years-ago.h -years-ago.html) tml) and it's a great example of a strong, memorable logo, being effective without colour and easily scalable. Not only is it simple, fluid and fast but it also has related symbolism; it represents the wing in the famous statue of the Greek Goddess of   Victory, Nike, which is a perfect figure for a sporting apparel business.

Nike is just one of many great logos, but think about other famous  brands that you know know and check out their their logos - what makes them successful?

> Effective logos: Shell, Volkswagen, NBC, ABC, Chanel, Rolling Stones

For more quality logos, check out Logo Of The Day  (http://logooftheday.com/) (http://logooftheday.com/) or go to your local library/book store and check out some branding books. Also be sure to check out some of these logo design process case studies (http://www.thedesigncubicle.co (http://www.thedesigncubicle.com/2009/05/ m/2009/05/16-unveiled-log 16-unveiled-logo-designo-designprocesses/).

> 05. Avoid the clichés

> Examples of effective logotypes: Federal Express, IBM, Coca-Cola, CNN,

Disney, NASA Light bulbs for 'ideas', speech bubbles for 'discussion', globes for 'international', etc. These ideas are often the first things to pop into one's head when brainstorming, and for the same reason should be the first ideas discarded. How is your design going to be unique when so many other logos feature the same idea? Stay clear of these visual clichés and come up with an original idea and design.  With this said, said, please do not steal, copy or 'borrow' other designs.  Although, this this shouldn't have have to be said, it happens happens too often. A  designer sees an idea that he likes, does a quick mirror, colour swap or  word change, and then calls the idea idea his own. Not only is this unethical, illegal and downright stupid but you're also going to get caught sooner or later. Do not use stock or clip art either — the point of a logo is to be unique and original.

PREPARATION

>

06. Research your audience

> Good logo design doesn't just create something that looks nice - it has to

communicate 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 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.

>

07. 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 what they do and what their demographic 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 (http://www.logodesignlondon.co.u (http://www.logodesignlondon.co.uk/). k/). "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 might be able to radically radically overhaul their original original logo into something fresh and futuristic. This has the advantage of built-in continuity even as you present a new image."

> 08. Keep all your sketches

> Old sketches can be a source of new inspiration, suggests suggests Martin Christie

"It’s 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 didn’t work for another client, it doesn’t mean it won’t work at all. Go back through what you’ve done and you may find the seed that, with a bit of nurturing, could grow to  become the logo you’re you’re looking for.

> 09. Do your online research

> Logo Moose is a great research resource for logo design

Two great starting points for online logo design research are Logo Moose (http://www.logomoose.com/) (http://www.logomoose.com/) and Logo Gala (http://www.logogala.com). (http://www.logogala.com). One thing to be mindful of is knowing  when to stop your logo logo design research. It's best to look at what what did and didn't work out of 10 relevant logo designs than swamp yourself with 50 extraneous ones. If you’re 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 – you’re bound to have unused ideas from previous projects, so you may already be sitting on the perfect solution.

> 10. Fight the temptation to imitate  We all have our design design heroes and sometimes sometimes we love them so much we  want to imitate their their styles. Well, they they do say imitation 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 whether the style you're you're using is appropriate 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?

> 11. 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 might find there. 'The logo should should be iconic' and 'The logo should be memorable' are two extremely clichéd phrases you need to pull your client up about.  A man kicking a chicken chicken dressed as Father Father Christmas 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.

> 12. Create a board and rip it up  You could research logo designs all day day as there are books and websites  by the score containing examples of them. them. Only make mood boards (http://www.creativebloq.com/graph (http://www.creativebloq.com/graphic-design/mood ic-design/mood-boards-812470 -boards-812470)) 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 these rules as a guide guide for your own unique unique creation.

INITIAL DESIGN WORK 

> 13. Sketch it out

> Get the pencil and pad out before switching on your computer. Picture

credit: Ben Powell at www.gogetcreative.co.uk (http://www.gogetcreative.co.uk)  With a solid understanding understanding of what what needs to be communicated, communicated, it’s 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 (http://www.creativebloq.com/adobe/ (http://www.creativebloq.com/adobe/hands-reviewhands-reviewadobe-photoshop-cc-6133277). adobe-photoshop-cc-6133277). It doesn't matter if it's complete chicken-scratch sketching sketching as long as it conveys your ideas correctly and  you understand it." it."

> 14. Create vectors

> Vectors are a good 'in-between' stage of logo design. Picture credit: Ben

Powell at www.gogetcreative.co.uk www.gogetcreative.co.uk (http://www.gogetcreative.co.uk) (http://www.gogetcreative.co.uk)  After starting with with a sketch, some designers then progress 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 (http://www.creativebloq.com/adobe/ (http://www.creativebloq.com/adobe/hands-review-ad hands-review-adobe-illustratorobe-illustratorcc-6133279) is your friend as you'll be able to rescale your creation  without losing any quality.

> 15. Use smart objects  You can copy and paste your logo design into into Photoshop as a 'smart 'smart object' (again with no loss of scalable quality), if you need to combine it  with other elements. 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

> 16. 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 date quickly. Keep it simple simple and legible. Consider the  words that you’re you’re depicting - if they’re they’re unusual then then a simple typeface typeface might work best; if they’re common words then you can usually be more creative as they’re easier to recognise.

> 17. 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. unique. It’s amazing how how little you need to see of some letters for you to still be able to recognise them.

> 18. 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 sheer professionalism's sake 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 logo design, keep your your font choices classic and simple and avoid over-garnishing. over-garnishing.

> 19. 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.

> 20. Consider a type-only approach

> Jiyoung Lee created the logotype for this industrial building firm

 You may want to produce produce a simple execution execution of a logo design for for your client that uses the strength of the typography alone. Bone up on your typography knowledge by reading this primer (http://www.creativebloq.com/typogr (http://www.creativebloq.com/typography/what-isaphy/what-is-typographytypography123652) and check out the inspired logos designers around the globe have created using type alone here (http://www.creativebloq.com/logo(http://www.creativebloq.com/logodesign/typographic-examples-3132206).

USE OF SPACE

> 21. 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 can’t be occupied by other content, to protect the integrity of the logo (and brand by extension).  When you’re creating creating a logo design, design, you need to consider consider how it should  be used. If, for example, example, your design is intended to be viewed 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 it’s used.

> 22. 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.

> 23. Don't overdo it Try to use these principle to add value to your logo design, but as always, don’t add shapes and pictorial elements in negative space just  because you can! Remember Remember that you are not trying to appeal appeal to other

designers on Dribbble - you're trying to solve a commercial problem and  boost a brand amongst its audience.

GRAPHIC DESIGN

> 24. Make your design active, not passive

> Twitter's logo design has morphed from a static bird into one in fl ight

over the years, suggesting motion and movement If you’re using a device within your logo design that facilitates it, consider adding a sense of movement to your design. This doesn’t mean  you need to add cartoon-like cartoon-like motion lines, but rather think think about the size, position and rotation of elements within your design.

 A fish will look in motion motion if it’s mid-jump mid-jump or swim, but will will look static if  drawn side on as if it’s been mounted on a wall. You also need to take into account the direction of the implied motion.

> 25. 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 Things are different different in the far East, East, so make sure you understand where your principal market is.

> 26. 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 that they still convey meaning meaning when reproduced reproduced in monotones.

> 27. 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 (http://www.computerarts.co.uk/ (http://www.computerarts.co.uk/interviews/profile-luk interviews/profile-luke-prowse) e-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

> 28. 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.

> 29. Ensure it works on dark backgrounds

>  YouT  Yo uTub ube' e'ss logo lo go work wo rkss we wellll agai ag ains nstt any an y back ba ckgr grou ound nd,, ligh li ghtt or dark da rk

The client may be happy seeing your logo design against a white  background, but be wary of him coming coming back a year later saying saying that the 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 (The same goes for using using the logo in monochrome.) monochrome.)

> 30. 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 (or start a new one) you need to know what you're up again. ADVERTISEMENT

>

31. 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 this logo need...", need...", "Does this make sense?", 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

> 32. 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.

> 33. 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.

> 34. 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 tagline (or strapline) that that conveys a  brand message. Nike, Nike, for example, has has its swoosh device with with 'Just Do It' usually seen underneath. Both elements can work separately but  when they exist together this is is referred to as a 'lock 'lock up'. It’s when both elements have a sense of cohesion between them.  As these elements can can be seen separately the the rule to remember is not to rely on the tagline to make sense of the logo design or vice versa. Your logo design doesn’t necessarily have to be a visual representation of the tagline but the two should be equally 'on-brand'.

d esign responsive > 35. Make your logo design

> 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 isn’t 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 (http://www.anthonycalzadilla.com/ (http://www.anthonycalzadilla.com/2012/02/respons 2012/02/responsive-logo-design/ ive-logo-design/))  by Anthony Calzadilla to learn more.

FUNCTIONALITY

> 36. 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 (http://www.gogetcreative.co.uk)  Your logo design is is amazing, beautiful, beautiful, and stunning... 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 you’ve already got them on your computer, zoom in and out to see if they work as tiny  icons or when they’re full screen.

> 37. 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 as newsprint, 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.

> 38. Create non-print variants  As well as print you need need to come up with variants variants that show how it can  work on computer screens, mobile devices and other other "real world" uses, uses,  whether on a uniform uniform or a billboard at Old Old Trafford. Show all these variations to your clients to indicate how you’ve thought things through how (if needed) their logo design could be used or teenytiny 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 proving to your client they're they're getting value for money and a logo design that can be used everywhere.

>  Your  Yo ur logo lo go desi de sign gn may ma y need ne ed to be alte al tere redd to work wo rk on diff di ffer eren entt medi me dia, a, such su ch

as being reproduced in cotton embroidery It’s 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, shoe-manufacturer, etc, as appropriate.

>

39. 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 inhouse 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. Don’t to be too literal either: a company selling records today might be flying 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

> 40. 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 (http://www.creativebloq.com/opinion/ce (http://www.creativebloq.com/opinion/celebrating-majesty lebrating-majesty-london-london2012-olympics-logo-712357) 2012-olympics-logo-712357) 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 you’re 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.

>

41. 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 doubt whether this this crowd were worth taking seriously. This This fictitious company could well have multiple awards and reams of happy  solvent customers, but such a logo design wouldn’t inspire any trust or admiration for the services they offer.  A logo design represents represents a business's professionalism professionalism and poor visual  jokes don't work. Use Use fonts which sum up the 'brand mood'. mood'.

FEEDBACK 

> 42. 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 received worldwide recognition 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 completed your logo design, design, send it round to 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?

> 43. Stick to your convictions

> Regular client feedback is crucial to avoid wasting everyone's time.

Picture credit: Ben Powell at www.gogetcreative.co.uk (http://www.gogetcreative.co.uk) Sheffield-based graphic graphic and UI designer Ben Powell (http://www.gogetcreative.co.u (http://www.gogetcreative.co.uk/) k/) 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 that’s why you've been employed. "As soon as a client begins suggesting things things like, 'Let's make that text a  bit bigger, and try try this typeface', typeface', your mark becomes becomes diluted. It's your your  job as the designer designer to make this clear clear from the start." start."

> 44. Ask the client specific questions  When your logo design design is finished, try not to ask vague vague questions to  your client such as, "Do you like it?", or, or, "What do you think?". You may  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 don't like it, ask for specifics. After all it's it's their brand and they should know.

internationally > 45. 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 something that looks completely completely innocent in one culture 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.

> 46. 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 case - it can spell out words words that were not intended intended to be read.

> 47. Expect your logo redesign to be panned  At Creative Bloq, we regularly regularly report on new logo 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

> 48. 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 (http://www.creativebloq.com/branding/great(http://www.creativebloq.com/branding/greatexamples-design-style-guides-3 examples-design-style-guides-3132070) 132070) for a great example of the sort of guide you should be aiming to set up.

> 49. Dictate colour options

 A style guide should should illustrate all possible 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.

> 50. Specify sizes Some logo designs only work down to a certain size. This might be  because they become illegible or simply lose their their impact. Specify 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.

> 51. Advise on positioning  The positioning of your logo design may not be required in a style guide,  but depending on the the style and shape of your design there there may be a position that you think works best. For example, text that’s ranged right might look best on the right-hand side of the page.

> 52. 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.

> 53. 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

> 54. 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 designs every time by following the step-by-step processes processes in Johnson Banks (http://www.johnsonbanks.co.uk/)' (http://www.johnsonbanks.co.uk/)' foolproof  flowchart. Right click this link to download the logo design flowchart (http://mos.computerarts.co.uk/ (http://mos.computerarts.co.uk/pdf/CAP148_ch pdf/CAP148_chart.pdf) art.pdf) (PDF)

> 55. 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 ripoff merchants, and some of the worst offenders can be found out on Logo Thief (http://www.logothief.com/) (http://www.logothief.com/) - find out more about this fascinating website here (http://www.creativebloq.com/logo(http://www.creativebloq.com/logodesign/plagiarized-website-sham design/plagiarized-website-shames-logo-thieveses-logo-thieves-12135462). 12135462).

> 56. 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 (http://www.wickiemedia.net/) (http://www.wickiemedia.net/) have come up with this free Photoshop template (http://www.wickiemedia.net/ (http://www.wickiemedia.net/blog/design/ph blog/design/photoshop/Socialotoshop/Socialmedia-artwork-template.html) media-artwork-template.html) to ease your logo design woes. The template enables you to preview what your logo will look like on a  variety of social media media platforms. It's a Photoshop Photoshop CC document, document, and  with the Image Image assets generator you you can live-export all the the needed files to upload your avatar and cover art for all your social media websites to create a consistent look.

> 57. The psychology of logo shapes

The logo shapes used by big brands aren't chosen by chance. Whether  your design is based based on circles, triangles or other shapes can benefit from a keen understanding on the psychology of shapes. There's a great primer here (http://www.creativebloq.com/photosh (http://www.creativebloq.com/photoshop/improve-yourop/improve-yoursocial-media-platforms-free-photosh social-media-platforms-free-photoshop-template-111352 op-template-11135234) 34) from Martin Christie of Logo Design London.

58. 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 (http://www.creativebloq.com/logo-d (http://www.creativebloq.com/logo-design/choose-colour esign/choose-colours-8133973) s-8133973)..

> 59. Be inspired by the best

(http://www.myfavouritemagaz (http://www.myfavouritemagazines.co.uk/desig ines.co.uk/design-bookazines/50-best n-bookazines/50-best-logos/) > See the evolution of some of the world's greatest marks in this top book

The 50 Best Logos Ever (http://www.myfavouritemagaz (http://www.myfavouritemagazines.co.uk/desig ines.co.uk/design-bookazines/50-best n-bookazines/50-best-logos/) is a definitive guide to the greatest identity work ever created. Even if you only have a passing interest in graphic design, it’s 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 (http://www.creativebloq.com/gra (http://www.creativebloq.com/graphic-design/prophic-design/pro-guide-logoguide-logodesign-21221), 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. created.

> 60. Further articles

11 brilliant resources for logo designers (http://www.creativebloq.com/top-log (http://www.creativebloq.com/top-logo-design-resour o-design-resources-11121139) ces-11121139) The biggest mistakes logo designers make (http://www.creativebloq.com/logo(http://www.creativebloq.com/logo-design/mistakes design/mistakes-2131959) -2131959) Logo design: 5 questions to ask (http://www.creativebloq.com/logo(http://www.creativebloq.com/logodesign/brand-3132110) design/brand-3132110) about the brand Designers choose the top logo designs of 2013 (http://www.creativebloq.com/compu (http://www.creativebloq.com/computer-arts/design ter-arts/designers-choose-topers-choose-toplogo-designs-2013-12133803) Read ALL our logo-related posts here (http://www.creativebloq.com/tag (http://www.creativebloq.com/tag/logo-design) /logo-design) This is an updated and extended version of an article previously  published on Creative Bloq. Have you had success creating a logo design? Share your work and experiences in the comments below! Contributors: Paul Wyatt

(https://plus.google.com/11641 (https://plus.google.com/11641534734095958 5347340959584951?rel=author 4951?rel=author), ), Jacob Cass (http://justcreative.com/about/), (http://justcreative.com/about/), and Aaron Kitney  (http://aaronkitney.com/)  Award winning creative director, author and film maker Paul maker  Paul Wyatt  (http://www.paulwyatt.co.uk) is a part of the production collective '3  Men & a camera' and regular columnist for .net magazine (http://www.netmagazine.com/).  Jacob Cass is a strategic, multidisciplinary designer, art director and  blogger living up life in NYC. You can find many more of his articles on his blog Just Creative Design (http://justcreativedesign.com/).  Aaron Kitney (http://aaronkitney.com/) is a freelance graphic designer and art director based in London and Vancouver. He specialises in branding, identity, web design, publication design,  packaging and book design. Tags: Tags: Logo Logo design design (/tag/l (/tag/logo ogo-de -desig sign), n), Brandi Branding ng (/tag/b (/tag/bran randin ding), g), Graphic design design (/tag/graph (/tag/graphic-desi ic-design), gn), Tips (/tag/tips), (/tag/tips), How to (/tag/how-to (/tag/how-to))

45 COMMENTS

 Well compiled article. Re: logo design is one of the hardest hardest and most aspect part of design, its a good well explained article. (/users/robinthebs) robinthebs (http://www.wpguru.com.au/) February 04, 2013 at 07:57 Report abuse (/future/report/comment/110 (/future/report/comment/1109?destination=node 9?destination=node%2F21) %2F21)

This is one of the most ideal guide for logo designers!

(/users/hatimzs) HatimZS (http://hatimzuzzer.wordpress.com) February 16, 2013 at 06:25 Report abuse (/future/report/comment/1195? (/future/report/comment/1195?destination=node%2 destination=node%2F21) F21)

Great post, it's easy to lose sight of the key points sometimes when creating a new logo or refreshing an old design, this is a handy  guide to keep you focused and on-track. (/users/leeyoungcreativedesign) LeeYoungCreativeDesign February 20, 2013 at 08:03 Report abuse (/future/report/comment/1219? (/future/report/comment/1219?destination=node% destination=node%2F21) 2F21)

Thanks for such a great article. I recently graduated and am in the process of starting my own company, so needless to say I'm far too (/users/cmurray)

 broke to afford having having a logo designed; designed; this helped a bunch!

cmurray   April 03, 2013 at 03:12 Report abuse (/future/report/comment/1586? (/future/report/comment/1586?destination=node% destination=node%2F21) 2F21)

I've read a lot of articles on creating logos, but this is one of the most thought out lists I have ever seen. The best advice is asking (/users/jackieatwebydo) JackieatWebydo (http://www.webydo.com)  April 07, 2013 at 10:17

the right questions to the client and remembering that you are in control. Never ask, ''what do you think about..." because that's  when the designer designer loses all the control. These tips will surely surely give

designers the right tips to create the ultimate logos. Report abuse (/future/report/comment/1676 (/future/report/comment/1676?destination=node% ?destination=node%2F21) 2F21)

Not sure if I'm just blind (in which case I'm sorry ha ha ha) but so  wish there was a printer friendly version version so I could print it out! out! (/users/leciaamaral) LeciaAmaral  April 15, 2013 at 11:57 Report abuse (/future/report/comment/1758? (/future/report/comment/1758?destination=node% destination=node%2F21) 2F21)

Brilliant article and good reading back to basics tip even as an experienced designer myself. Will be adding 'Responsive Logo (/users/anilamrit)

Design' to my design process from now on.

 AnilAmrit  April 17, 2013 at at 18:11 Report abuse (/future/report/comment/180 (/future/report/comment/1800?destination=nod 0?destination=node%2F21) e%2F21)

 Very interesting read!  As a beginner in this this field, I value good good information. (/users/quaverlove) quaverlove (http://quaverlovestudio.net)

 April 20, 2013 at at 15:37 Report abuse (/future/report/comment/1829 (/future/report/comment/1829?destination=node% ?destination=node%2F21) 2F21)

 very useful ..Must ..Must read article for the people who are into into logo designing..i have recommended this for some of my logo (/users/vignesh)

designers..

 Vignesh (http://www.bangalorewebdesigncompany.com)  April 21, 2013 at 19:13 Report abuse (/future/report/comment/183 (/future/report/comment/1830?destination=nod 0?destination=node%2F21) e%2F21)

This article is important for every graphic designers who need to get better on designing skill and handle the clients. At all times, A  (/users/chrisianoulas) chrisianoulas (http://www.aropack.com)  April 26, 2013 at 12:57

designer has to put their mind’s and convince the client and understand him correctly. How to finger a client’s work and deal  with client is also an important impression. Thanks a lot for

sharing such a wonderful quantity of information. Report abuse (/future/report/comment/1890 (/future/report/comment/1890?destination=nod ?destination=node%2F21) e%2F21)

This is could easily be turned into a checklist for anyone needing to tighten up their logo skills. For me, subtraction (#22) has worked (/users/appliedvisual)

miracles for me. I take away until I can't remove one more thing

 without it working. working. I love minimal design design because it communicates communicates  AppliedVisual (http://www.theappliedvisual.com/)  volumes and gives the the viewer the opportunity opportunity to use different different parts May 01, 2013 at 05:11 of the brain which connects them deeper to the logo or brand. Report abuse (/future/report/comment/1928 (/future/report/comment/1928?destination=node% ?destination=node%2F21) 2F21)

It is very comprehensive article regarding logo designing tips and techniques. All these 40 tips are very important for every designer (/users/godesigning) godesigning

as well as business owner who wants to get a professional, unique and meaningful logo design for his business. Most important

(http://www.godesigning.com)points you shared are "Seek inspiration" and "Make your design May 09, 2013 at 11:40 active, not passive". Seek inspiration is one of the most important thing for a designer, i will say without working on this step no one can create a perfect logo design. Report abuse (/future/report/comment/2025? (/future/report/comment/2025?destination=node%2 destination=node%2F21) F21)

Logo designing is not an easy thing. There are thousands of logo designers but world know only few names because creativity and (/users/kooldesign) kooldesign  August 02, 2013 2013 at 13:53

perfection is not for all. In this scenario your shared guide is very  important to make any logo design perfect, creative, awesome and eye-catchy. Every designer should read this guidelines carefully to

make his/her logo design perfect and memorable. Report abuse (/future/report/comment/30 (/future/report/comment/3066?destination=nod 66?destination=node%2F21) e%2F21)

Great tips! Achieving a well designed logo really requires hardwork, innovation and creativity. It's one of the keys in (/users/tangerine5ive) Tangerine5ive (http://tangerine5.com)  August 21, 2013 2013 at 11:18

establishing brand identity so it's important that you understand the brand - it's goals, target market, products and services.

Report abuse (/future/report/comment/3293 (/future/report/comment/3293?destination=node ?destination=node%2F21) %2F21)

This is a great compilation of tips and guidelines. I always find myself skipping quite a few of these steps when designing logos. Its (/users/joelkittsdesign) JoelKittsDesign  August 28, 2013 2013 at 01:23

always good to be reminded of some of the basics. The one thing I always recommend is to get to know the company before you put pencil to paper or pen to tablet. Tip number 14 is my favorite and a huge pet peeve. I have seen many a logo destroyed by the accompanying font choices. what do you think is the biggest mistake people make when designing logos, besides a huge lack of 

research? Report abuse (/future/report/comment/337 (/future/report/comment/3373?destination=nod 3?destination=node%2F21) e%2F21)