Most great
logos are deceptively simple in
their design - the Nike swoosh or McDonald's golden arches - what could be
simpler than those? But that doesn't mean they're easy to design. In a single
tiny image you will need to distil the character and essence of what may be a
global corporation. It will need to work on both a practical and an
intellectual level: foolproof to use while imparting a universally understood
message.
Here's a run down of the basic dos and don'ts in logo
design. Following them won't guarantee your next design will be the new swoosh
but they should make it better than it might have been!
DO learn all you can about your client
If you don't know
or understand unique selling point of the company you're designing for, then
you can't hope to translate that message into a simple graphic device. Use the
company history for inspiration and the corporate aspirations for direction. By
the end of the process you should feel like you know their business better than
your own.
DON'T lift ideas from your client's competitors
Yes, you do need to research the logos of your
client's closest rivals but if you produce something derivative of a
competitor's logo, it's sure to be rejected. Your client wants to stand out
from the industry crowd; they're looking for something better than the
competition, not similar. Take your inspiration from other industries and other
areas of design and mix things up to create something totally new.
DO listen to your client's suggestions
After all, they know their business and the market
they operate in, and they may have some viable insights that will send you in
the right direction.
DON'T slavishly follow your client's suggestions
The reason they've employed you to do the design is
because they value your input as an experienced designer. This is your area of
expertise, so have the confidence to put their ideas to one side and go with
your own.
DO get as many initial ideas down on paper as you can
Sit down with a blank the paper and an open mind and
let the ideas flow. Make quick sketches of anything you think of, even the ones
that you don't think the client will go for - the ones that are too silly, too
far out or too edgy. Let your mind
wander and your ideas will start to develop.
DON'T get too hung up on one particular design too early in
the process
Doing this risks suppressing the creative urges and
missing out on an even better idea waiting in the wings. And if, for some reason, it doesn't work out,
it'll be all the more difficult to go back to square one and start again.
DO take care over the typeface you choose
This is especially critical if you're designing a
logotype or wordmark, but it holds true for any logo that incorporates
lettering. Bear in mind that logos are
often reproduced in small sizes, so you need something that's clear enough to
read as a thumbnail but will work equally well blown up on a poster or vehicle.
And generally speaking, stick with just one font.
DON'T splash out with the rainbow
The colours used in logos speak volumes, so don't
drown out your message with a cacophony of multiple hues. One or two contrasting colours will have most
impact but if you choose carefully, you can get away with up to four. Remember, too, the psychology of logo colours:
green implies eco-friendly; blue and grey are associated with professionalism;
pink works for products with a feminine bias; red is dynamic or even a little
aggressive.
DO keep things clean
A logo will stand out more if it is clean and simple.
Highly detailed drawings become difficult to decipher at thumbnail size and
multiple elements can end up looking like a dog's dinner. Take your initial
good idea and simplify it. Then strip it back even further if you can.
DON'T neglect the issue of space
For even greater impact, keep the area around the logo
free of clutter. Specify an exclusion zone that must be maintained around the
logo at all times so that it will stand clear from adjacent elements.
DO get feedback at every stage
A brilliant logo doesn't spring ready formed into its
designer's head simply to be churned out on paper. A great design grows and
evolves through several stages. At every point you may benefit from the input
of others, so show it to your design colleagues and, at judicious intervals, to
your client. You don't have to take on board every comment they make but
sometimes a pair of fresh eyes can make all the difference.
About the author:
Martin Christie is a Creative Director at one of the
most reputable creative London logo design agency – LogoDesignLondon, who often writes useful
posts and tips about graphic design. The agency specialises in branding,
graphic design, stationery, printing as well as website design and development
services in the UK. For more information and articles please visit Logo Design
London at http://www.logodesignlondon.co.uk