The book “Logo Design Love” is truly one of the great books on the art of logo design. I recently finished reading it, and I decided to share some of the insights and tips I gathered from it, but in my own way. I’ll start where I left off in the book, as I was impressed by how the author summarized 25 tips for logo design in a simple and direct manner that ensures we achieve results that satisfy us as designers and meet the client’s expectations. Of course, these tips are not a literal translation; they are rephrased in my own style to be more clear and useful.
1. Start with Questions:
Before you begin any design work, gather all the necessary information from the client. Ask about everything that comes to mind, especially if the client isn’t clear on what they need. Learn about their business, competitors, company history, and all the details that can help you understand their project better.
2. Printing Costs:
It’s crucial to know upfront if the client is aware of printing costs and whether they expect you to handle everything from design to printing. This understanding will help you determine the total project cost and guide your work.
3. Be Prepared for Surprises:
If you’re not sure how long the work will take, it’s better to give yourself extra time. If you think the job will take a week, give yourself two. This way, you can surprise the client if you finish early, and if not, you won’t be late.
4. The Logo Doesn’t Need to Explain the Business:
The logo doesn’t have to reflect every aspect of the company’s work. For example, Facebook’s logo doesn’t have a book or a face. Don’t pressure yourself to design a logo that strictly follows the company’s direction. Be creative and avoid being overly traditional.
5. Symbols Aren’t Always Necessary:
You don’t always need to use a symbol followed by text in the logo. You can design a text-based logo if that’s more suitable. Explain to the client what works best, and if they insist on using a symbol, you can accommodate their preference.
6. Leave Them with One Thing to Remember:
When presenting the logo to the client, make sure there’s one element that sticks in their mind after the meeting. Just like how we remember the apple in Apple’s logo, provide a simple, easy-to-understand logo that focuses on a single idea.
7. Don’t Neglect Your Sketchbook:
You don’t have to be a professional artist to jot down your ideas and notes in a sketchbook. Drawing and writing on paper is much faster than using a mouse and screen.
8. Avoid Following Trends:
Trends come and go quickly, but a logo needs to last for years. So, avoid following design trends when creating logos. Think about the logo’s lifespan and its relevance in the long run.
9. Keep Photoshop on the Side:
There are countless tutorials on designing logos with Photoshop, but it’s better to use vector programs like Illustrator when designing logos. Save Photoshop for image editing.
10. Start with Black and White:
When designing a logo, start by working in black and white. This helps you focus on the core idea without colors hiding any flaws. Once the basic design is done, you can add colors.
11. Keep it Relevant:
Maintain the overall theme of the logo so that it relates to the nature of the business. If you’re designing for a tech company, avoid dark, historical colors. Consider the style that suits the business.
12. Remember Clarity:
In the end, the logo is meant for the public, so it needs to be clear and easy to understand. Your personal touch is important, but remember that clarity is key.
We’re not done yet…