A logo can inspire recognition, trust and respect for a product or organization. It’s our duty as a designer to create an amazing iconic logo and a beautiful brand identity to back that up. According to Smashing Magazine, to understand what a logo is, we first must understand what the main purpose of logos are. The design process must aim to make the logo immediately recognizable, inspiring trust, admiration, loyalty and an implied superiority. Here are 10 tips to motivate you for your next logo project. Look out for part two!
10. Research Is Key
Research is imperative when starting your logo. Now that you know what the client likes it’s time to start researching other logos and techniques. Don’t overdo it though, find 10 to 15 resources and take inspiration from those, you don’t want to spend too much time in this phase. There are a lot of good logo design galleries and books available. Research logos that are similar in your client’s industry as well as outside to get a wide variety of influence.
I often watch the show “Kitchen Nightmares” and sometimes, Chef Ramsey will visit other local shops to speak with the locals about what’s missing in the area. What will make the business stand out? It’s very important to research your client’s industry and competition, to make sure they have all the right tools to rise above the competition.
9. Keep It Simple
Keeping your ideas and concepts simple will allow for flexibility. The simpler the logo is, the easier it is to recognize. Also keeping it simple will allow for better scalability big and small. A great example of a minimal logo is the Nike Logo.
Infographic by Logo Mojo
8. Get Your Sketchpad
The problem with starting design concepts digitally is that while you are building the concepts, essentially you are already working towards the final product. You may get hung up on loading times, layers, plug-ins, etc. instead of focusing on brainstorming and planning. Working on a sketchpad allows much more experimentation and you can easily go out of the box with multiple innovative ideas. It doesn’t even matter if it looks good as long as it represents your concept adequately.
7. Mind The Tagline
A logo isn’t just there to look pretty on your portfolio, it has to communicate the brand message. It’s not all about the visuals, it has to speak directly to the potential customer base of the entire organization. That’s a lot of pressure, so it’s really important that you know their customers like the back of your hand. Creating a tagline should be considered the definition of the brands name.
Infographic by Logo Mojo
6. Don’t Fall Into The Crowd
Even worse than trend, is cliché. Once a certain font becomes popular, hundreds of logos pop up and the flavor starts to become stale. Remember Obama’s campaign? The Gotham font was so innovative looking and popped. It was one of the most beautifully designed campaigns we’d ever seen. Cut to a year later and thousands of bold Gotham typeface logos were swarming. As well as almost every young politician site was using this type of branding. Aim for unique, you want the logo to stand out and pop amongst other icons.
Look out for part two for the remaining five!