Designing logos is just like any other type of design work – to be professional you’ll need to pay attention to details. Even a great idea can be ruined by not thinking about simple things, the following tips will help you to keep your concepts safe.
Working with vectors probably sounds obvious to most designers out there, but it is not to everybody so it is advised to avoid receiving jpeg logos. Vector formats are the ones that will allow the most variations for your logo.
There are many interesting fonts out there and we would all love to use as many as we can. Unfortunately using too many fonts will most of the time result in a loss of coherence. Using two different fonts can be good to create a contrast, catching the eye.
If people cannot read your logo, it’s useless to have one. This sounds like an unprofessional advice again, but it’s easy to get caught in creating letters or distorting a font until it becomes unreadable and harder to stay focused. Always stay aware of this tip when working on your logo.
Your logo should resize well at any size, whether it’s huge on a truck or tiny on a badge. Hypothetically speaking, say you’ve got a wonderful looking dark logo, but now your client wants to get it on his black car. It’s usually not too hard to adapt it, but you’ll look more professional if you already got that case figured out. There is a very simple technique for that: to work every logo in black and white before adding any color. This way choices are made judging by the shapes and you are not distracted by anything else. It makes it much easier to know that your logo will work good in shades of grey afterwards.
Well, this one goes along with the first point. Firstly, photographs are not vectors. They also don’t scale, have no branding value and are hard to adapt for any use.
This is a tip that teachers teach in graphic design school, looking at your logo (or any printed design really) will get the meaning out of the way and give you a new look at the design’s balance and white spaces. Try it!
It’s often hard to escape trends, especially if you’re passionate and love to look at inspiring logos on design sites. Your logo has to work in the long run, so try to avoid the web 1.0 swoosh or the web 2.0 reflection.
Asking people’s opinion is worthless if you don’t know what information you want to get, so when getting feedback, try asking specific questions for example, does your logo depict the industry of the company?
Keep your Brand Definition in mind as you design your logo. Weigh your designs against the characteristics you have chosen. Think about every choice you make and how it affects your logo’s icon, font choice and color scheme. The most important piece of the Brand Definition in this step is “Who You Can Best Help”. Your logo has to connect with your clients. The design and overall feel of the logo has to communicate to them. Their perspective is the most important. If you’re targeting clients who are similar to you, then it might be okay to design the logo for yourself, but often that’s not the case. Be sure you’re designing for them and not just for yourself. You may even ask some of your clients about your logo options to make sure that the final logo works for them.