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LOGO DESIGN HOW TO
Logo design: 60 pro tips

Jun 10, 2014 12:49 pm
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Everything you need to know to craft great logos, from

inspiration to execution.
Logo design is all around us. To the general public, logos serve as an
instant reminder of a company or a product; to the client they’re the
point of recognition on which their branding
(http://creativebloq.com/tag/branding) hangs; and to us designers they
represent the challenge of incorporating our clients' ideologies into one
single graphic.
No wonder, then, that logo design features so prominently in our lives.

In an age where everyone must have a website to support their product,
service or the company behind it, the demand for a top-class logo has
never been higher.
More examples of logo design are out there than ever before, and with
that comes the challenge of being different. How do you create
something original that stands out in a sea of identities? And how do we
create something quickly while retaining quality?
In this article, we'll first look at the basic principles of creating a logo
design and share some pro tips for finessing your process...
BEFORE YOU START
> 01. Learn logo 101
> Effective logo designs: I Love NY, Apple, London Underground, CBS, WWF,
Woolmark
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?
(http://justcreativedesign.com/2009/07/27/what-makes-a-good-
logo/)
> 02. Establish your own design process

> The brand identity design process
Every designer has his or her own process, and it is rarely linear, but in
general this is how the branding process
(http://justcreativedesign.com/2008/02/01/logo-design-process-of-
top-graphic-designers/) 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. Price your work accordingly
"How much?" is the single most frequently asked question and it cannot
be easily answered because every company has different needs and
expectations. You have to take a number of factors into consideration
when designing a logo/brand identity, such as how many concepts need
to be presented, how many revisions will be needed, how much research
is required, how big the business is and so on.
The best approach is to draw up a customised quote for each client and
to do this you should learn how to price your designs
(http://bit.ly/designpricing), which is another topic in itself.
Jeff Fisher (http://justcreativedesign.com/2008/05/03/logo-design-

tips-process-jeff-fisher-interview/), a notable designer and author, had
this great point in his article How Much Should I Charge
(http://creativelatitude.com/articles/article_1004_fisher.html): "The
major point I wish to convey here is that all designers need to work
smarter in independently determining what their talent, skill and
expertise are worth and charge the client accordingly without question
or apology. Being smart in determining what you should charge for your
work will hopefully allow you to 'work less, charge more' in the future."
> 04. 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.
For example, let's look at the classic Nike Swoosh (above). This logo was
created by Caroline Davidson in 1971
(http://www.dailymail.co.uk/news/article-2004273/Woman-designed-
Nike-swoosh-explains-story-inception-40-years-ago.html) and it's a
great example of a strong, memorable logo, being effective without
colour and easily scalable.
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?
> Effective logos: Shell, Volkswagen, NBC, ABC, Chanel, Rolling Stones
For more quality logos, check out Logo Of The Day

(http://logooftheday.com/) or go to your local library/book store and
check out some branding books. Also be sure to check out some of these
logo design process case studies
(http://www.thedesigncubicle.com/2009/05/16-unveiled-logo-design-
processes/).
> 05. Avoid the clichés

> Examples of effective logotypes: Federal Express, IBM, Coca-Cola, CNN,
Disney, NASA
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.
With this said, please do not steal, copy or 'borrow' other designs.
Although, this shouldn't have to be said, it happens too often. A
designer sees an idea that he likes, does a quick mirror, colour swap or
word change, and then calls the idea his own. Not only is this unethical,
illegal and downright stupid but you're also going to get caught sooner
or later. Do not use stock or clip art either — the point of a logo is to be
unique and original.
PREPARATION
> 06. Research your audience

> Good logo design doesn't just create something that looks nice - it has to
communicate a brand message
Creating a logo design isn't just about creating a pretty visual. What
you're doing, or taking part in, is developing a brand and
communicating a position. It makes sense, then, that the first step in
creating a logo design should be to research these concepts.
Involving the client at this early stage is advised, as your interpretation

of their brand may be different from theirs, and it's essential that the
message is clear before any actual designing takes place.
> 07. Immerse yourself in the brand

> Hark back to the past, urges Martin Christie of Logo Design London
Before even beginning to sketch out ideas for a logo design, spend some
time compiling the equivalent of an M15 dossier on your client's brand:
who they are, what they do and what their demographic is.
Look at previous iterations of their logo design and ask yourself what
doesn't represent the brand on these. Then compile a 'dos and don'ts'
checklist before your creative work starts.
"Check out all the various logos your client has employed since their
company was founded," advises Martin Christie of Logo Design London
(http://www.logodesignlondon.co.uk/). "This can be particularly
interesting if they go back for many decades. You may be able to hark
back to the past, if they would like to position themselves as a heritage
brand, or you might be able to radically overhaul their original logo into
something fresh and futuristic. This has the advantage of built-in
continuity even as you present a new image."
> 08. Keep all your sketches

> Old sketches can be a source of new inspiration, suggests Martin Christie
"It’s probably a fair guess that for every logo you design you probably
come up with a couple of dozen sketches before you decide which one to
develop further," adds Martin Christie. "Never throw away these early
ideas; they form a valuable resource.
"Just because one of your early sketches didn’t work for another client,
it doesn’t mean it won’t work at all. Go back through what you’ve done
and you may find the seed that, with a bit of nurturing, could grow to
become the logo you’re looking for.
> 09. Do your online research

> Logo Moose is a great research resource for logo design
Two great starting points for online logo design research are Logo
Moose (http://www.logomoose.com/) and Logo Gala
(http://www.logogala.com). One thing to be mindful of is knowing
when to stop your logo design research. It's best to look at what did and
didn't work out of 10 relevant logo designs than swamp yourself with 50
extraneous ones.
If you’re struggling for ideas, try looking up key words in a dictionary or

thesaurus or searching Google images for inspiration. If you keep a
sketch book then look at previous drawings – you’re bound to have
unused ideas from previous projects, so you may already be sitting on
the perfect solution.
> 10. Fight the temptation to imitate
We all have our design heroes and sometimes we love them so much we
want to imitate their styles. Well, they do say imitation is the sincerest
form of flattery. However, in the real world it's just a lazy way to solve a
creative problem.
Ask yourself whether the style you're using is appropriate for the client's
needs. Do they really want a logo design that has the same typeface Saul
Bass used for Quaker Oats in the '70s?
> 11. Don't let clients dictate
Point 2 does not equate to doing what the client tells you. Look through
the brief from your client and begin to ask questions about any x
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A man kicking a chicken dressed as Father Christmas is memorable but

for the wrong reasons. So, as with all commissioned design work, you
need to manage your client's expectations, set realistic goals and find
out what exactly your work needs to convey. Logo designs become
iconic and memorable: they're not created that way.
> 12. Create a board and rip it up

You could research logo designs all day as there are books and websites
by the score containing examples of them. Only make mood boards
(http://www.creativebloq.com/graphic-design/mood-boards-812470)
out of ones that share similar values. Look at your mood board and
analyse what isn't successful about these logo designs. Then rip those
boards up and use these rules as a guide for your own unique creation.
INITIAL DESIGN WORK
> 13. Sketch it out

> Get the pencil and pad out before switching on your computer. Picture
credit: Ben Powell at www.gogetcreative.co.uk
(http://www.gogetcreative.co.uk)
With a solid understanding of what needs to be communicated, it’s on to

the first sketches: more often than not, these should be the pen and
paper kind. This enables you to be experimental and not get caught up
in the finer details.
It's tempting to move straight onto the computer first, but Ben Powell
advises you resist the urge. "What did you learn to do first, use a
computer or a pencil and paper?" he asks rhetorically. "Sketching is a
much faster way to produce initial ideas before you even touch
Photoshop CC (http://www.creativebloq.com/adobe/hands-review-
adobe-photoshop-cc-6133277). It doesn't matter if it's complete
chicken-scratch sketching as long as it conveys your ideas correctly and
you understand it."
> 14. Create vectors

> Vectors are a good 'in-between' stage of logo design. Picture credit: Ben
Powell at www.gogetcreative.co.uk (http://www.gogetcreative.co.uk)
After starting with a sketch, some designers then progress to more

technical sketches on graph paper. But the best way to save any pain
and frustration with later iterations of your logo design is to produce it
using vectors. Here Illustrator CC
(http://www.creativebloq.com/adobe/hands-review-adobe-illustrator-
cc-6133279) is your friend as you'll be able to rescale your creation
without losing any quality.
> 15. Use smart objects
You can copy and paste your logo design into Photoshop as a 'smart
object' (again with no loss of scalable quality), if you need to combine it
with other elements.
If you're creating a logo design for screenbased media, be particularly

careful of thin lines or very light typefaces. Also consider that different
monitors can make text and graphics appear pixelated or rough.
NAILING THE TYPOGRAPHY
> 16. Choose your typeface carefully

> Microsoft's new logo design represents a trend towards clear and
functional typography
Typography is obviously central to good logo design. You have two main
routes to choose from: creating your own custom typeface or adapting
an existing one.
If you create a custom typeface, try not to make it too fashionable

because it could date quickly. Keep it simple and legible. Consider the
words that you’re depicting - if they’re unusual then a simple typeface
might work best; if they’re common words then you can usually be more
creative as they’re easier to recognise.
> 17. Adapt an existing typeface
There's no rule to say you have to create your own typeface, though:
consider adapting an existing one.
Removing, extending or joining parts of letters may be enough to make

your design unique. It’s amazing how little you need to see of some
letters for you to still be able to recognise them.
> 18. Avoid gimmicky fonts

Don't be tempted to make your logo design stand out by using gimmicky
fonts. They're the equivalent of typographic chintz and there's a reason
why most of them are free. For sheer professionalism's sake you should
avoid them at all costs.
Most gimmicky fonts are too fancy, too weak, and are most likely being
used (badly) on a hundred different cheap business cards right now.
When it comes to logo design, keep your font choices classic and simple
and avoid over-garnishing.
> 19. Make the type match the brand
Fonts come in all shapes and sizes that resonate differently with
strength (slab type fonts, big and powerful); class and style (fonts with
elegant scripts or serifs); movement and forward thinking (type that is
slanted). It's not about just looking pretty: matching the qualities of the
font - be it bespoke or off-the-shelf - to the qualities of the brand is
what's important here.
> 20. Consider a type-only approach
> Jiyoung Lee created the logotype for this industrial building firm
You may want to produce a simple execution of a logo design for your
client that uses the strength of the typography alone.
Bone up on your typography knowledge by reading this primer
(http://www.creativebloq.com/typography/what-is-typography-
123652) and check out the inspired logos designers around the globe
have created using type alone here (http://www.creativebloq.com/logo-
design/typographic-examples-3132206).
USE OF SPACE
> 21. Think about the space around your logo

design
> The British Council has an exclusion zone based on the discs that make
up part of its design
Most brand books will specify an exclusion zone. This is an area around
the logo design that can’t be occupied by other content, to protect the
integrity of the logo (and brand by extension).
When you’re creating a logo design, you need to consider how it should
be used. If, for example, your design is intended to be viewed over the
top of a photographic image, make sure you present it to the client in
that way, and specify that it should be reproduced in this manner each
time it’s used.
> 22. Use negative space effectively
> The FedEx identity is a well-cited example of effective use of negative

space in logo design
Some of the best logo designs have hidden meaning in their negative
space. A classic example is the Fed Ex logo, which uses the combination
of the letters E and x to form an arrow in the negative space. There are
many other great examples where a logo design looks ordinary at first
glance, but reveals interesting and well-thought-out details on further
examination.
> 23. Don't overdo it

Try to use these principle to add value to your logo design, but as
always, don’t add shapes and pictorial elements in negative space just
because you can! Remember that you are not trying to appeal to other
designers on Dribbble - you're trying to solve a commercial problem and
boost a brand amongst its audience.
GRAPHIC DESIGN
> 24. Make your design active, not passive

> Twitter's logo design has morphed from a static bird into one in flight
over the years, suggesting motion and movement
If you’re using a device within your logo design that facilitates it,
consider adding a sense of movement to your design. This doesn’t mean
you need to add cartoon-like motion lines, but rather think about the
size, position and rotation of elements within your design.
A fish will look in motion if it’s mid-jump or swim, but will look static if
drawn side on as if it’s been mounted on a wall. You also need to take
into account the direction of the implied motion.
> 25. Cultural differences
In the west, motion towards the left of the stage suggests backwards,
regressive movement, while motion towards the right feels progressive
and forward-thinking. This culture-based understanding is formed
because we read from left to right. Things are different in the far East,
so make sure you understand where your principal market is.
> 26. Consider tones as well as colours
Logo designs need to work in black and white as well as colour. If your
logo design uses colour to convey meaning, think about how you can
reflect that meaning when the colour is removed. Sometimes this may
mean changing the contrast relationship between different elements of
your design so that they still convey meaning when reproduced in
monotones.
> 27. Be experimental
> Cut & Splice's logo design is ever-morphing and never the same twice
Don't feel you have to be constricted by formal notions of what a logo

design is or does. For example, designer Luke Prowse
(http://www.computerarts.co.uk/interviews/profile-luke-prowse) came
up with a highly original use of logo and brand identity for music event
Cut & Splice, celebrating experimental composer's Karlheinz
Stockhausen's Aus dem Seben Tagen.
Playing with the experimental composer's lifetime obsession with

'controlled chance', Luke created a logo design that is never the same
twice, both online and digitally printed. In online form the logo design
continually morphs and pulsates like an ever-evolving compositional
soundscape.
> Another incarnation of the experimental Cut & Splice logo design
KEEP IT CLEAN AND MODERN
> 28. Don't use more than two fonts
Obviously, there are always going to be exceptions to this rule. But as a

general principle, restricting yourself to just one or two typefaces is a
good idea if you want your logo design to be clear and uncluttered.
> 29. Ensure it works on dark backgrounds
> YouTube's logo works well against any background, light or dark
The client may be happy seeing your logo design against a white
background, but be wary of him coming back a year later saying that the
company is producing new marketing material and demand it will work
against a dark background too. Sorting that out in advance is never a
bad thing. (The same goes for using the logo in monochrome.)
> 30. Keep abreast of trends

Pay attention to current logo design trends doesn't mean slavishly
following them. But in the same way that you need to break the rules, to
buck the trend (or start a new one) you need to know what you're up
again.
> 31. Subtract as much as possible

> A simple but evocative logo design produced by Luke Prowse for
Tempestra Underwear
Subtraction is a great technique for removing redundancy in any

creative endeavour. It means continually asking yourself questions that
begin with, "Does this logo need...", "Does this make sense?", "Does this
match the brief" and "Is this self-indulgent?".
> Over time, most logo designs get simplified - Wendy's recent redesign is a
prime example
> 32. If in doubt, leave it out
If you can't rationalise an element that's part of your logo design, the
chances are you need to remove it from the overall piece. When your
logo design is at its simplest, it's probably at its strongest.
> 33. Don't try to do too much

Don't try to make the logo design do too much: it doesn't have to reflect
every aspect of the company's history or demonstrate what the product
or service is. A computer company's logo design doesn't have to show a
computer (Apple's doesn't). A restaurant logo design doesn't have show
food (McDonald's) doesn't. Keep it simple.
> 34. Create a lock up version

> The logo design and the slogan have to work in harmony as well as
individually
A logo design often comes with a tagline (or strapline) that conveys a
brand message. Nike, for example, has its swoosh device with 'Just Do
It' usually seen underneath. Both elements can work separately but
when they exist together this is referred to as a 'lock up'. It’s when both
elements have a sense of cohesion between them.
As these elements can be seen separately the rule to remember is not to

rely on the tagline to make sense of the logo design or vice versa. Your
logo design doesn’t necessarily have to be a visual representation of the
tagline but the two should be equally 'on-brand'.
> 35. Make your logo design responsive

> The demands of responsive web design apply to logos as much as any
other web graphics
If your logo design is going to be primarily used on websites and apps,

consider how to make it responsive. Simply reducing or enlarging a logo
according to its context isn’t always the best solution. As the content
area and device capabilities increase, you may need to add extra details
to the logo graphic itself. Check out this demo
(http://www.anthonycalzadilla.com/2012/02/responsive-logo-design/)
by Anthony Calzadilla to learn more.
FUNCTIONALITY
> 36. Create different size versions

> Logo designs have to be consistent for all manner of different
applications. Picture credit: Ben Powell at www.gogetcreative.co.uk
Your logo design is amazing, beautiful, and stunning... but only on your
24in full HD monitor. Shrink that baby down to 100 pixels and what
have you got? A little undecipherable splodge.
Experiment with your designs at different sizes. If you’ve already got

them on your computer, zoom in and out to see if they work as tiny
icons or when they’re full screen.
> 37. Make it legible
Most clients need a vector version of the logo design in order to be able
to scale it up, cut it out and colour separate it. Equally, you need
something that will be legible in lowest denominator media such
as newsprint, and work online and on mobile devices.
Once you have something, print it out. Print variations in type weight
and style, as well as inverted versions of your logotype and mark. Print
large versions and paste them to the wall or lay them out on the floor.
Look at them for as much time as it takes to really let things sink in.
> 38. Create non-print variants
As well as print you need to come up with variants that show how it can
work on computer screens, mobile devices and other "real world" uses,
whether on a uniform or a billboard at Old Trafford.
Show all these variations to your clients to indicate how you’ve thought
things through how (if needed) their logo design could be used or teeny-
tiny on a business franked letter.
Think about creating an insignia version of the logo design for when it
occupies small spaces, and perhaps a clear and a greyscale version. This
will go a long way to proving to your client they're getting value for
money and a logo design that can be used everywhere.
> Your logo design may need to be altered to work on different media, such
as being reproduced in cotton embroidery
It’s quite common to have a slightly different version of a logo design for
reproduction on clothing. The best way to get this right is to talk to an
embroiderer, shoe-manufacturer, etc, as appropriate.
> 39. Make it future-proof

> Redesign and re-invigoration of the Times Newspaper supplement times2
created by Luke Prowse alongside art director Neville Brody and their in-
house editorial team
Most logo designs are used for years, so be careful not to use ‘of the
moment’ typefaces or styles that may date quickly. Don’t to be too literal
either: a company selling records today might be ﬂying people to space
in 25 years.
Most identities such as Shell and Kellogg's have changed over time but
have kept timeless brand elements whilst subtly 'refreshing' or
modernising their typography. There should be elements to the logo
design that are enduring but be mindful that other aspects of it may
need to be adapted in the future for as-yet-unknown visual formats.
BUSINESS CONSIDERATIONS
> 40. Don't confuse 'logo' with 'brand'

> Part of the 'bigger picture' for the use of the Wolff Olins 2012 Olympic
Games logo design
'A logo isn't just the brand' is the most common tip to remember when
creating a company's identity.
The 2012 Olympic Games

(http://www.creativebloq.com/opinion/celebrating-majesty-london-
2012-olympics-logo-712357) logo design by Wolff Olins was universally
mocked when released in 2007. Mostly this was due to media
restrictions which meant they couldn't explain or show how this logo
design was going to be used as part of the successful London 2012
games brand and not necessarily in isolation.
If you’re presenting a logo design which is mostly going to be seen

'locked up' with a strapline or connected to another visual device then
show examples of this in your initial presentation.
> 41. Get the tone right

> An example of three type treatments by Luke Prowse - authoritative,
friendly and fun
Imagine you were looking online for an accountant and come across a
firm called Harewood's Accounting Services which had a logo design
made up of a weedy serif font and an image of a hare sat on a plank of
wood. You'd doubt whether this crowd were worth taking seriously. This
fictitious company could well have multiple awards and reams of happy
solvent customers, but such a logo design wouldn’t inspire any trust or
admiration for the services they offer.
A logo design represents a business's professionalism and poor visual

jokes don't work. Use fonts which sum up the 'brand mood'.
FEEDBACK
> 42. Show your logo design around

> Kudawara's logo design was memorable for the wrong reasons
Quite a few of us will remember the Japanese pharmacy a few years ago
whose logo design received worldwide recognition for being
unintentionally rather saucy. You of course could argue that the logo is
fine and there are a lot of people in the world with dirty minds. But let's
get real: how this got through final client approval is anyone's guess.
After you've completed your logo design, send it round to your mates
and family for a bit of feedback. Look at it sideways, look at it upside
down and reverse it. Look at it every which way you can. Then send it to
the client. You wouldn't want another Kudawara on your hands would
you?
> 43. Stick to your convictions

> Regular client feedback is crucial to avoid wasting everyone's time.
Picture credit: Ben Powell at www.gogetcreative.co.uk
Sheffield-based graphic and UI designer Ben Powell

(http://www.gogetcreative.co.uk/) suggests: "It's so important to get
regular feedback from your client, but equally important that you make
it clear you are the designer and that’s why you've been employed.
"As soon as a client begins suggesting things like, 'Let's make that text a
bit bigger, and try this typeface', your mark becomes diluted. It's your
job as the designer to make this clear from the start."
> 44. Ask the client specific questions
When your logo design is finished, try not to ask vague questions to
your client such as, "Do you like it?", or, "What do you think?". You may
as well ask if they like apples or oranges.
Questions you should ask include: "Does it meet the brief?" amd "Does
this represent your core brand values?". If they avoid the question and
just say they don't like it, ask for specifics. After all it's their brand and
they should know.
> 45. Test it internationally

If you can, show it to as many different nationalities as possible,
especially for a logo that is going to be used globally. You never know
whether something that looks completely innocent in one culture may
look unintentionally rude, offensive, or both in another. For example, in
1998, the Nike Air Bakin made national headlines when Arab-American
groups thought the way “Air” was written on the shoe looked too similar
to “Allah” written in Arabic.
> 46. Check for hidden words
> Some people spotted a rude word when the WeightWatchers logo went
all-lowercase
Often when a logo is stylised in a certain way - such as all the letters
being the same case - it can spell out words that were not intended to be
read.
> 47. Expect your logo redesign to be panned

At Creative Bloq, we regularly report on new logo designs for well
known brands, and one thing that's surprised us is that immediate
feedback is normally at least 80 per cent negative. People don't like
change and react strongly to it. But don't worry - it's not a bad reflection
on your work, it's just innate conservatism. Sooner or later they'll get
used to, and then grow to like, your logo. And when it eventually gets
redesigned again, they'll react just as strongly against that!
STYLE GUIDES
> 48. Create a logo style guide
> The Channel 4 style guide explains in detail how its logo design can and
can't be used
Style guides determine the way a logo design can be used and usually
include colour options, size restraints, positioning, typefaces and how
the logo design works on different backgrounds. Check out any of these
design style guides (http://www.creativebloq.com/branding/great-
examples-design-style-guides-3132070) for a great example of the sort
of guide you should be aiming to set up.
> 49. Dictate colour options

A style guide should illustrate all possible colour options for a logo
design. It should include any Pantone colours used with a breakdown
for CMYK and RGB. Other options to include are: colour and mono logo
designs on white, colour and mono on black and colour and mono on an
image background.
> 50. Specify sizes
Some logo designs only work down to a certain size. This might be
because they become illegible or simply lose their impact. Specify the
minimum size for your logo design and bear in mind how it looks on
screen as this may differ from a printed version. Offer an alternative in
pixels.
> 51. Advise on positioning

The positioning of your logo design may not be required in a style guide,
but depending on the style and shape of your design there may be a
position that you think works best. For example, text that’s ranged right
might look best on the right-hand side of the page.
> 52. Advise on spacing
Give consideration to the amount of space around a logo design and try
to explain this without using units of measurement. For example, the
space below the logo design should be a quarter of its width. This
ensures that whatever size the logo design is used at, the correct space
can be calculated easily.
> 53. Define no-nos

If there are any ways that your logo design should not be used then
make sure you specify them. The main reason for a style guide is to
ensure the appearance of your logo design remains consistent, so
explain how the logo should not be misinterpreted and illustrate your
points with examples.
EXTRA TIPS
> 54. Download the logo design flowchart
> Download the flow chart to improve your logo design process
Still not sure where to begin with logo design? No problem. Deliver
winning logo designs every time by following the step-by-step processes
in Johnson Banks (http://www.johnsonbanks.co.uk/)' foolproof
flowchart.
Right click this link to download the logo design flowchart

(http://mos.computerarts.co.uk/pdf/CAP148_chart.pdf) (PDF)
> 55. Why you should avoid plagiarism

> If you rip off others, Logo Thief will find you out!
There are obvious ethical reasons not to plagiarise other people's

designs, not to mention the potential threat to your reputation if you're
discovered. And if you think nobody will notice, then think again. There
are a number of people who've made it their hobby to seek out logo rip-
off merchants, and some of the worst offenders can be found out on
Logo Thief (http://www.logothief.com/) - find out more about this
fascinating website here (http://www.creativebloq.com/logo-
design/plagiarized-website-shames-logo-thieves-12135462).
> 56. Free template for social media
> This template will help you design for social media platforms
Sometimes, fitting your logo into the square format that most social
media platforms use can cause your design to be altered, cut or
otherwise not turn out as planned. So Wickie Media
(http://www.wickiemedia.net/) have come up with this free Photoshop
template (http://www.wickiemedia.net/blog/design/photoshop/Social-
media-artwork-template.html) to ease your logo design woes.
The template enables you to preview what your logo will look like on a
variety of social media platforms. It's a Photoshop CC document, and
with the Image assets generator you can live-export all the needed files
to upload your avatar and cover art for all your social media websites to
create a consistent look.
> 57. The psychology of logo shapes
The logo shapes used by big brands aren't chosen by chance. Whether
your design is based on circles, triangles or other shapes can benefit
from a keen understanding on the psychology of shapes. There's a great
primer here (http://www.creativebloq.com/photoshop/improve-your-
social-media-platforms-free-photoshop-template-11135234) from
Martin Christie of Logo Design London.
> 58. The psychology of logo colours

Understanding the psychology of colours is also vital to designing an
effective logo. The use of colour can bring multiple layers of meaning,
from primitive responses based on millions of years of evolved instinct
to the complex associations we make based on learned assumptions.
Learn how these principles can be applied to logo design in this article
(http://www.creativebloq.com/logo-design/choose-colours-8133973).
> 59. Be inspired by the best

(http://www.myfavouritemagazines.co.uk/design-bookazines/50-best-
logos/)
> See the evolution of some of the world's greatest marks in this top book
The 50 Best Logos Ever

(http://www.myfavouritemagazines.co.uk/design-bookazines/50-best-
logos/) is a definitive guide to the greatest identity work ever created.
Even if you only have a passing interest in graphic design, it’s
fascinating to see what the BP logo looked like in 1930, or to chat about
how the Coca-Cola identity has evolved (or not) over the past 125 years.
Ever wondered how the Penguin logo started its life? Or what Shell's
logo looked like in 1901? Then this is the book for you. Over 180
premium pages, the book dissects the world's greatest examples of logo
design (http://www.creativebloq.com/graphic-design/pro-guide-logo-
design-21221), showing their origins, their evolutions and interviewing
the designers behind them - including Rob Janoff (Apple) and Lindon
Leader (FedEx). It all adds up to a fascinating reference book on the
best known marks ever created.
> 60. Further articles

11 brilliant resources for logo designers
(http://www.creativebloq.com/top-logo-design-resources-11121139)
The biggest mistakes logo designers make
(http://www.creativebloq.com/logo-design/mistakes-2131959)
Logo design: 5 questions to ask (http://www.creativebloq.com/logo-
design/brand-3132110) about the brand
Designers choose the top logo designs of 2013
(http://www.creativebloq.com/computer-arts/designers-choose-top-
logo-designs-2013-12133803)
Read ALL our logo-related posts here
(http://www.creativebloq.com/tag/logo-design)
This is an updated and extended version of an article previously

published on Creative Bloq. Have you had success creating a logo
design? Share your work and experiences in the comments below!
Contributors: Paul Wyatt
(https://plus.google.com/116415347340959584951?rel=author), Jacob
Cass (http://justcreative.com/about/), and Aaron Kitney
(http://aaronkitney.com/)
Award winning creative director, author and film maker Paul Wyatt
(http://www.paulwyatt.co.uk) is a part of the production collective '3
Men & a camera' and regular columnist for .net magazine
(http://www.netmagazine.com/).
Jacob Cass is a strategic, multidisciplinary designer, art director and

blogger living up life in NYC. You can find many more of his articles on
his blog Just Creative Design (http://justcreativedesign.com/).
Aaron Kitney (http://aaronkitney.com/) is a freelance graphic

designer and art director based in London and Vancouver. He
specialises in branding, identity, web design, publication design,
packaging and book design.
Tags: Logo design (/tag/logo-design), Branding (/tag/branding),

Graphic design (/tag/graphic-design), Tips (/tag/tips), How to (/tag/how-to)
49 COMMENTS
Well compiled article. Re: logo design is one of the hardest and
most aspect part of design, its a good well explained article.
(/users/robinthebs)
robinthebs
(http://www.wpguru.com.au/)
February 04, 2013 at
07:57
Report abuse (/future/report/comment/1109?destination=node%2F21)
This is one of the most ideal guide for logo designers!
(/users/hatimzs)
HatimZS
(http://hatimzuzzer.wordpress.com)
06:25
Great post, it's easy to lose sight of the key points sometimes
when creating a new logo or refreshing an old design, this is a
handy guide to keep you focused and on-track.
(/users/leeyoungcreativedesign)
LeeYoungCreativeDesign
08:03
Thanks for such a great article. I recently graduated and am in

the process of starting my own company, so needless to say I'm
(/users/cmurray) far too broke to afford having a logo designed; this helped a
cmurray bunch!
April 03, 2013 at 03:12
I've read a lot of articles on creating logos, but this is one of the
most thought out lists I have ever seen. The best advice is asking
the right questions to the client and remembering that you are in
(/users/jackieatwebydo)
JackieatWebydo control. Never ask, ''what do you think about..." because that's
(http://www.webydo.com) when the designer loses all the control. These tips will surely give
April 07, 2013 at 10:17
designers the right tips to create the ultimate logos.
Not sure if I'm just blind (in which case I'm sorry ha ha ha) but so
wish there was a printer friendly version so I could print it out!
(/users/leciaamaral)
LeciaAmaral
April 15, 2013 at 11:57
Brilliant article and good reading back to basics tip even as an

experienced designer myself. Will be adding 'Responsive Logo
(/users/anilamrit) Design' to my design process from now on.
AnilAmrit
April 17, 2013 at 18:11
Very interesting read!

As a beginner in this field, I value good information.
(/users/quaverlove)
quaverlove
(http://quaverlovestudio.net)
April 20, 2013 at 15:37
very useful ..Must read article for the people who are into logo
designing..i have recommended this for some of my logo
(/users/vignesh) designers..
Vignesh
(http://www.bangalorewebdesigncompany.com)
April 21, 2013 at 19:13
This article is important for every graphic designers who need to

get better on designing skill and handle the clients. At all times, A
(/users/chrisianoulas) designer has to put their mind’s and convince the client and
chrisianoulas understand him correctly. How to finger a client’s work and deal
(http://www.aropack.com) with client is also an important impression. Thanks a lot for
April 26, 2013 at 12:57
sharing such a wonderful quantity of information.
This is could easily be turned into a checklist for anyone needing
to tighten up their logo skills. For me, subtraction (#22) has
(/users/appliedvisual) worked miracles for me. I take away until I can't remove one
AppliedVisual more thing without it working. I love minimal design because it

(http://www.theappliedvisual.com/)
communicates volumes and gives the viewer the opportunity to
May 01, 2013 at 05:11
use different parts of the brain which connects them deeper to
the logo or brand.
It is very comprehensive article regarding logo designing tips and

techniques. All these 40 tips are very important for every
designer as well as business owner who wants to get a
(/users/godesigning)
godesigning professional, unique and meaningful logo design for his business.
(http://www.godesigning.com)Most important points you shared are "Seek inspiration" and
May 09, 2013 at 11:40
"Make your design active, not passive". Seek inspiration is one of
the most important thing for a designer, i will say without
working on this step no one can create a perfect logo design.
Logo designing is not an easy thing. There are thousands of logo

designers but world know only few names because creativity and
(/users/kooldesign) perfection is not for all. In this scenario your shared guide is very
kooldesign important to make any logo design perfect, creative, awesome

August 02, 2013 at 13:53 and eye-catchy. Every designer should read this guidelines
carefully to make his/her logo design perfect and memorable.
Great tips! Achieving a well designed logo really requires

hardwork, innovation and creativity. It's one of the keys in
(/users/tangerine5ive) establishing brand identity so it's important that you understand
Tangerine5ive the brand - it's goals, target market, products and services.
(http://tangerine5.com)
August 21, 2013 at 11:18
This is a great compilation of tips and guidelines. I always find
myself skipping quite a few of these steps when designing logos.
(/users/joelkittsdesign) Its always good to be reminded of some of the basics. The one
JoelKittsDesign thing I always recommend is to get to know the company before

August 28, 2013 at 01:23 you put pencil to paper or pen to tablet. Tip number 14 is my
favorite and a huge pet peeve. I have seen many a logo destroyed
by the accompanying font choices. what do you think is the
biggest mistake people make when designing logos, besides a
huge lack of research?
#6 is a good point. Don't be afraid to speak up or question

(/users/vast)
something in the brief. The client should respect your perspective
in marketing and design, that's why they hired you. They should
vast
(http://www.vastdesign.com) understand that a logo is more than just aesthetic.
September 09, 2013 at
15:16
Nice tips !
To great my logo, I tried some great tool such as 'Presenter' by
(/users/caroledeb) Easy WebContent, which I highly recommend. It's an easy use
CaroleDeb tool and you can display your content on any device web and
September 11, 2013 at mobile.
16:19
It still in beta version for now but you can actually create some
cool pieces of work. It provides also a vector functionality which
means you don't need to pay attention of images resolution, it's
done automatically. Very helpful . http://www.ewcpresenter.com
(http://www.ewcpresenter.com)
Thanks for the tips guys,
I used this online logo design site call http://www.logogenie.net
(/users/ponga) (http://www.logogenie.net)
ponga Its real easy to use and the tools are heaps creative unlike some
September 18, 2013 at of the site in the same style.
20:36
They have a heaps intuitif logo engine and a cool range of icons
for any kind of business.
Some really great tips there, some good inspiration and an

awesome typeface always helps :)
(/users/pixelb) Designer at Pixel by Pixel (www.pixelbypixel.co.uk)
PixelB
(http://www.pixelbypixel.co.uk)
October 08, 2013 at
12:13
Thank you for this tips, it helps me a lot on learning to design a

logo. I really appreciate your effort on putting your time and
(/users/pherdita) mind to write this post.
Pherdita
October 21, 2013 at
17:42
Thanks for providing so much killer content and ideas... this is

(/users/slapshotstudio)
great for beginners to experts... awesome stuff!
slapshotstudio
(http://slapshotstudio.com)
October 29, 2013 at
20:08
Amazing! I've been looking for something like this for a long
time. As a self taught designer, I'm always out on the look for
great content like this. Thumbs up! :)
(/users/leostephanou)
leostephanou
(http://www.leostephanou.com)
December 26, 2013 at
16:04
Love it! Thank you for sharing. Self Taught, Loving Design!
(/users/centermassmedia)
centermassmedia
December 27, 2013 at
19:31
Nice informative post. Thanks for making it. Shared!
(/users/brainfruit)
Brainfruit
January 08, 2014 at
00:02
Great post
(/users/nontandesign)
nontandesign
January 27, 2014 at
01:31
Really awesome, in-depth information! Thanks for all the great
tips, it's nice to see them all in one place. I will definitely be
coming back here for reference during my next logo design job.
(/users/mooresparkgraphicdesign)
MooreSparkGraphicDesign I've written a series on typography on my blog, The Spark -
January 27, 2014 at http://www.MooreSpark.com/Blog
20:23
(http://www.MooreSpark.com/Blog)
Feel free to check it out and let me know what you think. Thanks
again!
Wow.., Good idea, I never thought about this before. thank you,
(/users/aries) this is very inspiring for me...
aries
(http://alltutorial.net)
17:25
This is the 4th time I read this enthralling post. Thank you so
much for it. Best bookmark ever!
(/users/esbenrahbek)
EsbenRahbek
15:37
I found this guide very well written and useful.

(/users/massimo)
As webmaster of a logo contest site, I posted it in our internal
Massimo
(http://www.logoarena.com) forum to share it with our designers' community.
February 17, 2014 at Many thanks!
18:13
Massimo
Logo Arena: http://www.logoarena.com
(http://www.logoarena.com)
This is a very interesting article, I will keep this in mind when I
do my next logo design project.
(/users/logodesignerd)
logodesignerd
March 06, 2014 at 11:19
Great article. I have been a designer for about 10 years now.

However fairly new to logo design. We have a logo at our
(/users/lynztree) company with our symbol icon acting as an O in the main word.
lynztree My question is. Is it good or bad etiquette to rework the logo for
March 07, 2014 at 22:01 different purposes? For example: Replacing the O in the word
with a regular O and having the globe act as it's own icon in some
cases?? Or should the main logo ALWAYS stay in tact for all
uses?
Feedback welcome! Thanks!
Thanks for sharing information for beginner like me.
(/users/davidallan)
davidallan
(http://multimediamars.com)
March 14, 2014 at 06:49
Thanks for the article. You obviously put a lot of thought and
work into it.
(/users/claymanbob) I've been a logo designer for over 35 years and I explain the
ClayManBob difference between branding and logo design in the following

April 09, 2014 at 09:56 way:
The Brand is the overall perceived emotional corporate image. A
Designer cannot “make” a Brand, only the audience can do that.
A Designer forms the foundation for the Brand. It includes the
Logo, but the Logo is only a small part of the overall picture.
Consider Apple, a Brand that really connects with people – when
people buy or use their products or services. they feel part of the
Brand, like a tribe even. They are extremely loyal to the Brand. It
is this emotional connection that creates their Brand – not purely
their products and a stylized Logo depicting an apple with a bite
taken out of it. In fact the original Logo Designer said that the
only reason he added the bite to the apple was because he didn't
want anyone to mistake if for a cherry.
A Logo identifies a business in its simplest form through a
graphic that is often referred to as a “mark” or an “icon.” A Logo
may or may not be directly indicative of what the business is
about. A plumbing business's Logo does not have to be a figure of
a plumber bending over, or a bunch of pipes running all all over
the place; it might be a more abstract or even completely
unrelated symbol. Think of Nike and Pepsi. Their Logos mean
nothing at first glance – just a funky check mark and a circle with
red white and blue which looks like a beach ball to me. The Logo
is meant to identify, not to explain, and only after a Logo
becomes familiar does it function as intended.
Thanks again for the great article.
As logo designers we found this a very comprehensive post

(/users/g3creative)
regarding logo design and tips.
G3Creative
(http://www.g3creative.co.uk)Brand designer at G3 Creative Solutions.
May 09, 2014 at 16:23
Great post!
(/users/boris) Amazing tips!
G3Creative, nice. But I know another good site
Boris
https://www.logaster.com/ (https://www.logaster.com/)
May 28, 2014 at 12:42
Can create logos and business cards.
Logos with small extension are free to download
One of the best articles on logo design. Keep up the great work!
(/users/vast) http://www.vastdesign.com (http://www.vastdesign.com)
vast
(http://www.vastdesign.com)
June 03, 2014 at 20:14
Great tips.
Thanks
(/users/dukom)
dukom
June 10, 2014 at 14:41
the FedEx arrow was interesting... I never saw that one before.
but how about the SEX in the Chicago White Sox logo?
(/users/avwordpress) http://www.chicagonow.com/south-siders-guide-to-
AVWordpress happiness/files/2012/05/...
June 11, 2014 at 04:48 (http://www.chicagonow.com/south-siders-guide-to-
happiness/files/2012/05/whitesoxwp3sm.jpg)
That was a informative article, I was thinking of some of the great

designs and I came across this site.
Please do look at our logo designs at: http://magstart.net/hire-
(/users/teesmaker)
teesmaker us-to-design-a-professional-logo/ (http://magstart.net/hire-us-
June 15, 2014 at 17:19 to-design-a-professional-logo/)
It is Great steps thank you so much, I do some graphic design
tips channel on youtube and how to use illustrator for doing
(/users/khsana04)
logos, I just start it my channel is: www.youtube.com/khsana04
khsana04
June 18, 2014 at 22:29 (http://www.youtube.com/khsana04)
Well written. The logos are very unique and very useful. Very
inspiring steps. Thanks for sharing. Looking forward for your
(/users/graphic) next post.
Graphic
July 12, 2014 at 09:00
great article! It really help me. Thank you
(/users/akhazhu)
Akhazhu
August 02, 2014 at 18:21
This is really awesome article. Because logo is very important for

all website, We have to convey some message through logo about
(/users/designpluz) our business. After I read your article I got so many knowledge.
DesignPluz Thanks for sharing this useful article for us.

August 22, 2014 at 12:20
This is really helpful tips for choosing a right logo for the website.
You always rock.. Thanks ...
(/users/webdesignertricks)
webdesignertricks
August 31, 2014 at 05:52
Very nice, very cool!
(/users/patrickwolcott)
PatrickWolcott
05:28
thanks for the tips...

you rally cover everything i think.
(/users/cbay18)
cbay18
08:10
I want to make a really nice logo. My business is just starting out

and it would be good for it. Logos really do stick in peoples mind!
(/users/ttompson8888) http://www.hotcotton.com.au (http://www.hotcotton.com.au)
ttompson8888
October 03, 2014 at
00:31
Good stuff. As for #41, if I needed to hire anyone for anything

other than perhaps an aggressive lawyer, a rabbit on a wooden
(/users/selene) board surrounded by flora is a good way to go. It lets me know
Selene that I'm dealing with a thoughtful company that cares about the
October 10, 2014 at community and the environment.
16:34
I get your point, but don't be so quick to dismiss the merits of a
hare on a plank.
Awesome article!
Can I suggest a simple tool for free logo design?
(/users/nick77) http://www.jeta.com/logos/ (http://www.jeta.com/logos/)
Nick77
October 21, 2014 at
14:34
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LOGO DESIGN HOW TO

Logo design: 60 pro tips

>49 comments (/graphic-design/pro-guide-logo-design-21221#comments-list)

Everything you need to know to craft great logos, from

No wonder, then, that logo design features so prominently in our lives.

> 01. Learn logo 101

An effective logo is distinctive, appropriate, practical, graphic, simple in

> 02. Establish your own design process

> 03. Price your work accordingly

Jeff Fisher (http://justcreativedesign.com/2008/05/03/logo-design-

For more quality logos, check out Logo Of The Day

> 05. Avoid the clichés

> 06. Research your audience

Involving the client at this early stage is advised, as your interpretation

> 07. Immerse yourself in the brand

> 08. Keep all your sketches

> 09. Do your online research

If you’re struggling for ideas, try looking up key words in a dictionary or

> 10. Fight the temptation to imitate

> 11. Don't let clients dictate

A man kicking a chicken dressed as Father Christmas is memorable but

> 12. Create a board and rip it up

INITIAL DESIGN WORK

> 13. Sketch it out

With a solid understanding of what needs to be communicated, it’s on to

> 14. Create vectors

After starting with a sketch, some designers then progress to more

> 15. Use smart objects

If you're creating a logo design for screenbased media, be particularly

NAILING THE TYPOGRAPHY

> 16. Choose your typeface carefully

If you create a custom typeface, try not to make it too fashionable

> 17. Adapt an existing typeface

Removing, extending or joining parts of letters may be enough to make

> 18. Avoid gimmicky fonts

> 19. Make the type match the brand

> 20. Consider a type-only approach

> 21. Think about the space around your logo

> 22. Use negative space effectively

> The FedEx identity is a well-cited example of effective use of negative

> 23. Don't overdo it

> 24. Make your design active, not passive

> 25. Cultural differences

> 27. Be experimental

Don't feel you have to be constricted by formal notions of what a logo

Playing with the experimental composer's lifetime obsession with

KEEP IT CLEAN AND MODERN

> 28. Don't use more than two fonts

Obviously, there are always going to be exceptions to this rule. But as a

> 30. Keep abreast of trends

> 31. Subtract as much as possible

Subtraction is a great technique for removing redundancy in any

> 32. If in doubt, leave it out

> 33. Don't try to do too much

> 34. Create a lock up version

As these elements can be seen separately the rule to remember is not to

> 35. Make your logo design responsive

If your logo design is going to be primarily used on websites and apps,

> 36. Create different size versions

Experiment with your designs at different sizes. If you’ve already got

> 37. Make it legible

> 39. Make it future-proof