Designing a Logo

01. Learn logo 

An effective logo is 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?

02. Establish your own design process

Every designer has his or her own process, and it is rarely linear, but in general this is how the branding process 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 and lets you get renewed 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. 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.

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 and check out their logos - what makes them successful?

06. Choose the right font

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When it comes to logos, choosing the right font can make or break the design. Font choice can often take as long as the creation of the logo mark itself, and both the font and mark should work towards the same goal(s).

Spend time researching all the various fonts that could be used for the project, narrow them down further, and then see how each gels with the logo mark, keeping in mind how the logo will used across the rest of the brand identity, in combination with other fonts and imagery.

Don't be afraid to purchase a font, modify one, or create your own. Also stay aware of font licensing issues, especially in free fonts, as they often cannot be used commercially.

For more information read How to choose the right font.

08. Avoid the clichés

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.

09. Limit the concepts sent

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Go wild exploring ideas, but don't provide your client with too many options. This means the client will have too much control over the design direction of the project, whereas the designer should be the director - unless you are hired by an agency and have already been given design direction.

If you provide 10 to 20 concepts to a client, more often than not they will choose what you consider the less superior design. A good rule of thumb is to only send one to three concepts that you personally could see working for their business. Of course, the number of concepts you send can change from project to project, but once you feel confident enough as a designer, these one to three concepts should nail the project on the head every time.

10. Deliver the correct files

Delivering the correct files to your client is one way to ensure that your client never comes back asking for revisions or different versions of a logo. It also ensures that the logo gets displayed correctly in all circumstances, which should be supported by a style guide.

You should give your client five high-quality files per logo variation - this means providing a spot-colour file, a pure CMYK file, a pure black file, a pure white knockout file and a RGB file. As a guide, these should generally be in EPS, TIFF (1500x1500 at 300DPI), and JPEG/PNG (800x800 at 72DPI) formats. You could also provide a favicon too.

A closing word

These logo design tips should help you become a better logo designer in theory. However, it's important to state that although lists such as this are a good starting point, they should not hold you back - rules are made to be broken and there is no 'right' way when it comes to logo design. Sketch, explore and create! Then repeat.

Also, it's important to remember that your logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles that together form a perceived image for a business or product. Now that you have learned about logo design, you should learn how logos fit into the whole brand identity.

The worst logo applied well is better than the best logo applied poorly.