This article will help out two kinds of people – those who are hiring a designer for a logo, and the designer making it. It’s important to understand the elements that go into making a logo or mark, even if you’re not putting pixels to paper yourself. As for the designers, how can you be sure you’re not just following a short-lived trend? Read on for the top 3 best pieces of advice I’ve gotten when it comes to logo design (that I received from a designer of over 40 years).
It may seem obvious, but a simple logo is better for a variety of reasons. When you’re putting it on a letterhead, you don’t want to lose details. Likewise, too complex of a design may cause issues with print or embroidery products. Think of the most iconic brands today. Are their logos trying to include the sun, the moon, and the stars? Odds are that the logos you think of are simple wordmarks or icons.
Make that logo stand out! High contrast images have a better impact, and there’s no use busying the image with gradients. It’s nice to create embellished logos later, but to start with you have to make sure the mark is legible in black and white. Bolder logos will translate cleaner to any color, at any size, on any pattern. If you’re sketching your logo first, use a felt-tip pen or black marker. This helps you see if the lines are strong enough.
Let’s say you’re a dog-walking company (or your client is). Does it make sense to make a logo with an airplane? Think about the font choice, too. Should a Fortune 500 company be using something like Comic Sans, or a weighty slab-serif like Rockwell? Everything you use in a logo will say something about the company it represents, down to the colors. Don’t pick blue because you “like” it. Pick blue because it says something about the company.
How can you tell that your logo is really dressed up with a place to go? Try it reversed. If you’ve started with a black and white image, this should be no sweat. You can really see the way a line works (or not) when the colors are swapped. Every company should have a reversed version of their logo at the ready along with their full-color and one-color versions.
With these tips, you can get the ball rolling on a great logo. However, it still takes a lot of hard work and revisions! Remember to be patient and put the quality of the work first.
If you liked this post, share it with someone you know who is wanting a new logo! Thanks for reading.
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