The Do’s & Don’ts
of Creative Logo Design
Branding and Creative Logo design initiatives are my favorite projects to work on. Over 20 years ago, I started my career as an illustrator and it still heavily influences everything I do today. Successfully telling a story in the most simplest of terms, like a logo, is challenging, stressful but most importantly rewarding. After 20+ years of designing effective logos and branding and becoming a top Texas logo design firm, here are a few of the “Do’s and Don’ts of Logo Design” that I to live by…
DON’T Go Straight to the Computer
I am a strong believer that creativity stops once you touch the computer. The computer is a tool that enhances ideas. It can take a strong idea and make it great, however if you have nothing to work with from the start, it will look like every other generic logo out there.
DO Sketches, Sketches & More Sketches
Sitting quietly facing a blank piece of paper can be daunting. But this is where fresh, clean and creative ideas come from. You’re not searching the web looking for ideas to steal, you’re creating a specific design that’s inspired by the company you’re thinking of. The sketches don’t have to be perfect illustrations, just quick gestural ideas in various directions. It’s amazing how a sketch can evolve into another sketch, and then another, finally creating a great finished product.
DON’T Think in Color
There’s nothing worse than having a great logo rejected because the client hates a specific color. Color can be very emotional to people. While one person might love seafoam green, another person may detest it. Although it’s good to understand color and preferences before undertaking a logo project, I’ve found that by eliminating it from the first couple rounds of logos helps clients not get sidetracked.
DO the First Logos in Black & White
Have you heard the phrase “KISS”. (Keep It Simple Stupid) Ideally, a strong logo works well in 1 color. Black and white. It’s the most stripped down way a logo can be used. If a logo can translate well in 1 color, it can be enhanced with more colors. Plus, there will be times a logo needs to translate to 1 color, and it must look good doing so.
DON’T Explain the Logo
Plain and simple, if a logo has to be explained, it’s not a good logo. A logo must be strong enough to stand on it’s own and tell it’s story. You won’t be around to explain the logo on every brochure, website or business card out there — let it explain itself.
DO Use Positive & Negative Space
Allow white space to work to your advantage. High contrast logos provide a strong Ying / Yang effect that makes a logo stand out. As a top Texas logo design firm, I’ve found one great way to do this is by hiding shapers or images that aren’t immediately recognized, but once the audience see’s it, they can’t help but only notice it.
DON’T be limited to 1 Direction
When creating logos I try to branch off in as many directions as possible — logo styles, fonts, taglines, no taglines, etc. It’s amazing how going in one direction can inspire a completely new and fresh idea. This doesn’t mean I show every variation to the client, it’s just part of the creative process.
DO Think About Symmetry
Evenly weighted logos, either perfectly symmetrical or assymetrical, are attractive because of their balance. People won’t understand why the logo stands out, but you will.
DON’T Overcomplicate It
My number one Philosphy is “LESS IS MORE.” Think simple, clean and make it easily recognizable and explainable. If your logo was on a billboard and customers were driving by at 80 mph, would they be able to recognize the logo as well as read the billboard message?
DO Tell A Story
There is nothing better than a clean simple logo that tells a story…the right story. While you need to keep the previous DON’T in mind, (Do Not Overcomplicate It), a story can help a logo stand out.
DON’T Let It Be About You
It’s not always about what you like, and your preferences. Put your customer and their audience first. What are they looking for, what resonates with them. I always try to deliver what the client has in their mind, but in addition I provide other ideas and directions — then I let the logo speak for itself (with no explanation). Also, consider the company’s competitor’s logos, and make a logo that stands out if it were to sit next to them.
DO Create a Logo Usage Guide
As a designer you won’t always be around. It’s important to leave a detailed roadmap on proper logo usage as well as examples of improper use. This way, no matter who is creating the document — another designer, a secretary, even a Sales Person — they all look the same.
The “Do’s and Don’ts of Creative Logo Design” is essentially my logo design Philosophy. I have more thoughts I would love to share in later posts. Are you a designer, marketing director, or just a creative at heart? I would love to hear from you. Contact me with any comments you might have. I would love to hear your thoughts.