Logo design requires skill, experience, and knowledge, and you'll need practice working with a variety of different brands that aim to communicate different messages.
- Accept public criticism of your logo
In the age of social media, every man and his dog has an opinion on every logo design out there. Therefore, criticism is no longer just an occasional annoyance or something that could only come from professionals. It's something that anyone working on a fairly significant rebrand should be prepared for.
As we mentioned above, a great branding scheme is much more than just a logo design, but on platforms like Twitter, when a newly released project is often summed up in a single image, the logo is often the first (and only) thing the public jumps at. This is something you have to accept as inevitable.
- Help your client implement your logo design
Handing over a finished logo design and letting the brand use it as they see fit can be a recipe for disaster. You should aim to provide the client with a style guide offering clear and thorough instructions on how they should (and shouldn't) use your logo design in toronto. This should include everything from color options to minimum and maximum sizes at which logo designs should be used, placement rules, spacing (including exclusion zones from other design elements) and any definite no-no's such as stretching or warping.
Check out our favorite style guides to see how it's done. Some agencies swear by style guides to ensure a smooth and consistent handover to the client's internal team, but there are others who believe they can be too restrictive and prescriptive. Either way, your client will need some form of guidance on how to use the logo design to ensure it works as intended.
- Remember that symbols are not essential
A logo doesn't always have to be a symbol. A custom wordmark can often work well, especially when the company name is unique – think Google, Mobil or Pirelli. Don't be tempted to overdo the design flair just because you're focusing on the letters. Readability is key with any wordmark, and your presentations should demonstrate how your designs work at all sizes, large and small.
Of course, sometimes words just won't work in very small applications, so changes may be necessary. It can be as simple as removing a letter from the logomark and using the same color, or it can include a symbol that can be used as a secondary design element (first word, second symbol) instead of locking the logo where both pieces are. shown side by side.
- Make people laugh
Finally, injecting a little humor into your logo design will not only make your work more fun; it can also help your client become more successful. It's not right for every brand or every industry (it certainly doesn't make sense for gun manufacturers and tobacco companies, but whether you choose to work with such companies is another matter). However, the somewhat less contentious legal and financial sectors are full of companies with stale and sterile branding. Adding a little humor to the identities of such clients can help set them apart.
- Always get a second opinion
Don't underestimate the value of a second (or third) set of eyes to identify things you may have missed during the design phase. It's incredible how easy it is to overlook possible cultural misunderstandings, unfortunate shapes, or unintended allusions, words, and meanings (see our logo design fails for examples).
Once you have developed a logo design concept, always take the time to review it with other people. Many design studios advocate mounting work-in-progress on the wall to allow for constant peer review. It's often easier to notice something that's on paper on the wall than it is on a screen. If you're a lone freelancer, try to find some trusted colleagues who can monitor your work - and of course, reciprocate. And don't forget to check how it looks from all angles and on differently shaped supports.
- Create the rest of the branding scheme
Logo design is only one small part of the branding scheme and should be developed alongside other activation points as part of the wider 'brand world'. The term is an integral part of the branding process at the London-based agency SomeOne. The best product images can be also used as your brand logo.
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As co-founder Simon Manchipp states in a video interview with Computer Arts magazine above, it's much better to achieve coherence between different elements than just consistency. “Consistency is solitary – the same thing every day,” he laments.
- Bring your logo design to life
In the modern branding market, a static logo sitting quietly in the corner of a finished piece of design is often no longer enough. You will need to think about how your logo design could come to life in motion for digital applications. This may require working with animation or motion graphics experts to explore its potential.
Here are some examples of logos brought to life through animation: firstly, Function Engineering by Sagmeister & Walsh, which gives the brand a playful touch reminiscent of Meccano. Sagmeister & Walsh is no more, but you can see our story at Jessica Walsh's &Walsh studio.
Second, this logo design for the University of the Arts Helsinki by Bond
As VR trends continue to evolve, more advanced immersive brand experiences are becoming available. Branding agencies have also explored the potential of generative design and user participation to introduce a much more dynamic and unpredictable component to logo design. This isn't always possible, but it's good to keep an open mind and experiment with new techniques when possible.
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