Ten logo design tips from the field
I’ve learned from quite a few mistakes during my time as a designer, and to save you from doing likewise, here are 10 logo design tips I picked up.
1. A logo doesn’t need to say what a company does
Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better.
The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an aeroplane. The Apple logo isn’t a computer. Etc. Etc.
2. Not every logo needs a symbol
Sometimes a client just needs a professional wordmark to identify their business. Don’t be afraid to ask what they think.
3. Two-way process
Remember, things might not always pan out as you hope. Your client might request something you disagree with. If that happens, try giving them what they want, then show them what you believe is an improvement, and why. They’re less likely to be so resistant if they already see how their thoughts pan out.
4. Picasso started somewhere
You don’t need to be an artist to realise the benefits of logo sketching. Ideas can flow much faster between a pen and paper than they can a mouse and monitor.
5. Under-promise, over-deliver
If you’re unsure how long a task will take to complete, estimate longer. Design projects are like construction work — you piece lots of little elements together to form a greater whole, and setbacks can crop up at any time.
6. Leave trends to the fashion industry
Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key.
Don’t follow the pack.
Stand out.
7. Work in black first
By leaving colour to the end of the process, you focus on the idea. No amount of gradient or colour will rescue a poorly designed mark.
8. Keep it appropriate
Designing for a lawyer? Ditch the fun approach. Designing for a kid’s TV show? Nothing too serious. I could go on, but you get the picture.
9. A simple logo aids recognition
Keeping the design simple allows for flexibility in size. Ideally, your design should work at a minimum of around one inch without loss of detail. Look at the logos of large corporations like Mitsubishi, Samsung, FedEx, BBC etc. Their logos look simple and are easier to recognise because of it.
10. One thing to remember
That’s it. Leave your client with just one thing to remember about the design. All strong logos have one single feature to help them stand out.
Not two, three, or four.
One.
More logo design tips
This is just a snippet of what has followed in the Logo Design Love book. Plenty more in there (with a free chapter here).
Do you have any additional tips to share? Have you had a problem in a project that was eventually overcome (or not)? I’d love to know.
I love New York image courtesy of Oded Ezer
137 appreciated comments, click here to add one
Nathan Beck
Wow David, amazing that such a short, to-the-point list could be so useful and clear. It’s like the 10 commandments of logo design!
Stuff like working in black first. It makes perfect sense but I admit I never do it.
Thanks a lot. If this is the type of material the book’s going to be full of I really can’t wait!
May 27th, 2009
Igor
Great tips. Thanks for sharing. They are very simple to follow but we so often forget about them. Thanks again.
May 27th, 2009
tom
100% right.
Do the customers understand it? ;-)
May 27th, 2009
Leon
Amen.. This is really helpful. Will use these tips when verbalizing our vision to clients. Especially the comparison with Apple’s logo not showing anything computer-related.
May 27th, 2009
Jacob Cass
Top stuff David… I would also add “Show only your best concepts“. Do not go “here are ten concepts, pick one” – you are the designer and should know what the best solution is – that’s what the client is paying for. Look forward to the book :)
May 27th, 2009
Euan
Great post, David, i couldn’t agree more with the points.
Having client issues at the moment where they sent me a sketch of what they want on a crumpled piece of paper. I wrote the largest email to them with every point i knew about what makes a good logo but this post will help me out more if the same thing happens again.
Cheers, David.
May 27th, 2009
Paul Wilsdon
Smashing article David, re-enforcing common-sensical procedure of course but definitely a good read.
I’ll be buying the Logo Design Love because of this, but I’m after a signed copy of your own when its released ;)
May 27th, 2009
Tom
I like the idea of the logo working at a ‘minimum of one inch.’ Reminds me of Abram Games and his ‘maximum meaning, minimum means’ ethos.
Back to the drawing board for my logo then …
May 27th, 2009
longbrook
Excellent list! It helps to focus the design project to have a list like this that you follow…
May 27th, 2009
adam gf
Great article thanks. Will aim to put ALL these 10 points in place in my working life!
May 27th, 2009
David Airey
Thanks very much, everyone. Good of you all to comment.
Jacob, that’s an important one I’ve mistakenly ignored in the past. Too many options can leave the client with a near impossible decision to make (or a poor one).
Paul, I’d be delighted to sign a copy of the book for you. I must say, the contribution from some fantastic designers and agencies has been wonderful, and I couldn’t finish the book without them.
There’ll be more chances to get involved in the content, for those with an interest, and I’ll keep you updated over on davidairey.com.
Euan,
I’ve been in similar situations, where the client supplies their own sketches. Has the project been a success for you? Hope so.
May 27th, 2009
Mokokoma Mokhonoana
Great advice, I agree with all. But #6 has to be one that we preach more to fellow designers.
They agree that trends are short-lived, and that a great logo design is timeless — yet they keep on following trends which sort of contradicts what they know and agree to. I always tell junior designers that:
“Don’t follow trends, *he’s* not a good leader”
This is more crucial when coming to an identity as it’s lifespan is meant to last longer than that of a poster.
May 27th, 2009
Euan
David,
I sent off a few logos for them to choose. I made a couple which were what they were looking and i also made a couple which were a much higher standard than what they were looking for. Im awaiting thier decision and keeping my fingers crossed that they pick this one http://logopond.com/gallery/detail/63017#nima.jazireh_63017
May 27th, 2009
Nick Pagano
Very nice article David! You touched on a lot of good points. I’ll also agree with Jacob’s added tip.
Very useful stuff as always. Thanks.
May 27th, 2009
Kathryn Proulx
I disagree with the first one… yes, they don’t have to be literal, but you should have some idea what they are for. And using companies that have millions of dollars in advertising budgets to prove your point doesn’t help! Most companies do not have the money to make their logo memorable using advertising dollars. A good logo wont need millions in advertising to be remembered.
Other than that, great post.
May 27th, 2009
David Airey
I like it, Euan. Chosen or not, it’ll make for a nice portfolio addition. Thanks for getting back to me and for sharing.
Kathryn,
Nice to see a little disagreement. I chose those companies because people know them, but the same principle can be seen everywhere. Take your blog logo, for instance. Your monogram doesn’t tell me anything about the website or content. Does it have to? No.
Mokokoma, Nick,
Cheers guys.
May 27th, 2009
Daniel Campos
Wonderful David.
Great tips!
May 27th, 2009
Matt Fouty
Great post David. I find we have similar philosophies but I definitely need reminding to stay the course. Now if only clients could also learn more about what makes a good logo…
Oh, and sign me up for a signed copy of your book. ;) I can’t wait to read it!
May 27th, 2009
Chaitanya VRK
Nice and useful tips David. Waiting for the ‘Logo Design Love Book’. When can we expect it?
May 27th, 2009
David Airey
Matt,
I’m pushing for a book-launch where my readers get an all expenses paid trip to Northern Ireland, copy of the book, and tour of my local for a pint of Guinness (free, obviously).
Chaitanya,
Hopefully in time for Christmas, all going well.
May 27th, 2009
nido
Great points David
so simple… but yet so easy to forget…
May 27th, 2009
lpqk
Thank you so much for the tips…it’s really helping a beginner like me…
Thank God i found this website, keep the good work!
May 28th, 2009
Donald G Wooten II
I really can’t argue with this. I’m guilty of not sketching and leaving too many things to think about it. Excellent reference!
May 28th, 2009
Grafiko
Great artoicle.
Working in black first and testing scalability are very commonly overlooked by designers.
May 28th, 2009
Pop Ovidiu Sebastian
OMG! Clients must learn/hear this!
Great tips!
May 28th, 2009
Matthew
This is a great list to getting started. I am a programmer, specializing in server side scripting and am just getting into web design. I can honestly say that after attending university for computer science, I have a profound respect for graphic designers. Thanks for sharing this with the rest of us.
May 28th, 2009
Ozh
One of the best “10 things about…” article I’ve read in quite some time. Very short and straight to the point, and very true. I particularly love #5, which can be applied to mostly every customer relation
Thanks!
May 28th, 2009
Roberta Seldon
Thanks for the great tips David :-)
May 28th, 2009
Katrina Costedio
Thanks for the great little article. I am going to write down this list and post it on my board as a device to help me remain focused when doing identity work. Thanks! P.s. I got here from someone’s tweet; I love that!
May 28th, 2009
Dusan Vlahovic
Thanks! great advice, i’ll sure follow those tips.
May 28th, 2009
sriganesh
nice articles i have prometed your articles in my site and shared using digg and tweet. check out.
i love sharing good things. and respect others work.
May 28th, 2009
Hillel
Articles like this usually drone on forever, this was concise and empowering. Fantastic list of do’s and dont’s.
May 28th, 2009
Kim Tackett
David, nice article, and all true. We still sketch, work in black and white…and listen to our clients (who occasionally make us crazy). But I would add that listening is an essential design skill.
Thanks for your insights for our industry.
My best,
Kim (and I will take you up on that offer of a trip to Northern Ireland…you were serious, weren’t you?)
May 29th, 2009
Tharanga
Many thanks for these important tips.
May 29th, 2009
Martyn Web
Great list of things to remember when designing a logo. Designing logos is one of my weak points and this list has certainly helped with some aspects of the design process I take.
May 29th, 2009
David Radovanovic
Nicely put. I’ve been designing logos for a variety of clients for over 30 years and to add my two cents:
Creating a professional image is one the most crucial steps to obtain new business. Coca-Cola™, IBM™, Microsoft™ and other successful corporations spent millions each year refining their brand. Research has proven that people want to associate themselves with brands that they think represent their own good taste.
Whether it’s for a auto repair shop or a nanotechnology firm in Silicon Valley, a logo design has to consist of several basic qualities:
1. Easy to Remember – The logic is obvious, though common mistakes in Basic Logo Design 101 can result in a image that no one will ever remember.
2. A Shape or Object – An effective logo is a shape or object and is never a typeface. The font used along with the logo design is an integral part, though it’s not the logo.
3. Distinctive Color and Contrast – The color selection is important. Choice of color is dependent on your audience, e.g. Toy Store = Bright and Cheerful, Industrial Supply = Bold and Serious, etc. and when choosing colors keep it to no more than two or three colors that have enough contrast between them that they are appreciable even when reproduced poorly.
4. Visual Symmetry – Depending on the type of business you’re in, most logos should have good weight distribution and visual symmetry.
5. Resize and Reuse – A wonderful design is only good if you can use it. So, keep it simple and avoid complex shapes or intricate lines.
6. Social Feedback – Post your new logo design online. e.g. Flicker. Start a Flicker account, upload your designs, then invite friends to comment.
Above all: keep it simple! When you finally decide on a logo design for your business, test out by creating mock-ups of it in use. For instance, place a copy of it in a newspaper ad design and in any other media examples to see what it will look like in various sizes and colors.
I posted this at my blog:
http://www.whatsthebigidea.com/logodesign/logo-design-tips.html
May 29th, 2009
Dainis Graveris
Great discussion and thoughtful article You’ve got here! Useful and well explained tips, seem self evident when I read them.
May 30th, 2009
Oguzhan Ocalan
Thanks David for this useful article. Can’t wait to read your book.
Cheers
Oguzhan Ocalan
gravitart
May 31st, 2009
Bar Mitzvah Photographer
I find the hard part is when the client has something stuck in their mind that MUST but in the logo. Usually some trend from the 80′s. Getting it out of their head so that you can do a good job is the true work. Logo design would be easy if there weren’t any clients.
May 31st, 2009
designiac
good one, straight to the point.
I’d add “logo works without effects, too” … maybe that already part of your tip No. 7 “Work in black first”
May 31st, 2009
jo (casual gd)
Hi stumbled upon your site and enjoy reading your tips about logos. Personally I am finding them to be a big pain in the rear. I have a current client who at first didn’t know what they wanted and after several attempts in designing logo for them they did not like them. And 4 months later they send me a brief what they like now. I must mentioned that I am new at graphic design and don’t work full time in the industry (thats the excuse anyway LOL). So I am learning the hard way with working with clients. I happy for this site and look forward to learning/reading more.
Can someone please explain why logos are circles now and how they look smooth and soft lines etc?
ta, Jo (Sydney, Australia)
Jun 1st, 2009
Ashely Adams
Short, precise and practical – that’s how I’d describe these tips. Couldn’t agree more upon point 6. While we scamper after the latest trends, lapping up every photoshop tutorial out there in order to make our logos look like somebody else’s, we forget the importance to be original, to stand out, to be unique. And that’s where most of us fail.
Jun 1st, 2009
Jesse Hilsenrad
Good article and excellent comments.
Regarding the concept of showing your client too many options:
I couldn’t agree more.
I worked with an Illustrator on one of his beer accounts. The illustrator had about 20 concepts that were hand drawn, and he asked me to submit some vector ideas, as well. I liked all his concepts very much. I came up with about 15 label ideas, and most of them I liked very much. But it turns out the customer picked the worst label. The worst. And this was no small company. This beer is sold at a major big box store.
Customer had about 35 comps to choose from, and they definitely picked the weakest version. I kicked myself for showing them that version.
The lesson I learned from that is do not reveal any work that you are not willing to get behind. Some of the comps not chosen were fantastic. Had the customer never seen the flawed choice, that choice would have disappeared into the empyrean.
Jun 1st, 2009
spoonmorales
thanks for the tips. Its really hard to come up with a good logo and by these tips, you helped me so much. thanks a lot.
Jun 4th, 2009
Brooke Bennett
Kathryn makes a good point. Many times, new organizations and companies don’t have the branding recognition or power to create said recognition and must rely on brand awareness which includes their name, true? I am a new designer and it’s always a big question mark as to whether an entity’s name should or should not be included in the logo design. It seems that more often than not, it should be when that entity is unkown and/or doesn’t have the budget for an immense marketing campaign.
Jun 4th, 2009
Allison Mills
A great concise list of helpful tips & reminders. My favorite is #10. Thanks for sharing!
Jun 5th, 2009
David Airey
Thanks very much, everyone. Great to read your own insights.
Kim,
Sure, just let me know how much a first class ticket is and I’ll send a cheque. ;)
I hope you all have a great week.
Jun 8th, 2009
Andy
Great tips
Jun 12th, 2009
Euan
Hi David,
I left a comment here a while back about the client supplying a sketch on a crumpled piece of paper for me to do.
I just finished the project and managed to meet them half way with this:
http://www.euanmackenzie.com/logo-design-portfolio/argyll-forest-products-logo-design-glasgow/
Just thought i would let you know :)
Jun 18th, 2009
Bill Chapman
Yeah, Paul Rand talks about the logo not having to mean anything… but I think it’s a bigger challenge if you can actually depict a product with a logo that the average joe will ‘get’ right away. Why? Because that’s how ‘normal’ people think… they are naturally inclined to try to figure out what such images ‘mean’. For instance if you are designing a logo for an electrician he is going to want to see something depicting electricity in some way. Or a tennis club would certainly want to be seen as a tennis club…
In a way what Rand is saying is a cop-out.
Jun 20th, 2009
Chad Hawthorne
Thanks a ton. Your breakdown is very much appreciated and will be oft reviewed!
Jun 20th, 2009
Elisa
This is a great list of “rules” to go by. I like the one where you say to give the client what they want and what you think is the improvement. Most of the time yours will be chosen.
Jun 29th, 2009
Merlin Zuni
This Article = Logo Manifesto
Thank you David
Jul 1st, 2009
Jessica
Knowing your audience is one of the most important things when designing your logo, it is surprising how often this is overlooked. You mustn’t get to carried away with your own art or style.
Jul 10th, 2009
Qaiser Khalil
Great piece David, but if I may, with great respect and apologies.
The Mercedes logo represents a staring wheel. Apple shows an apple. (Had Macintosh been a failure after Steve Jobs left, Nobody would recall a computer company by that name today, and who remembers Next anyway).
Virgin started by offering a low-fare alternative to other airlines at that time.
Nevertheless I agree that one should not get caught in the ‘Depict the business’ trap. Rule 8 says it all.
Aug 3rd, 2009
Mark Ballantyne
Superb advice as ever – particularly the part about it not having to look like what it’s promoting.
Aug 17th, 2009
David Airey
Hi Mark, I hope business is going well for you, and thanks for the visit.
Aug 20th, 2009
Martin
A great read! I can happily say I did most of this already. I usually tell my clients the colours will be introduced once they are happy with the form. That way their decision making is clear & not because the shade is wrong, etc.
Sep 28th, 2009
Brent
Great article, thanks for the tips. I will definitely use this article to better my logo design process. Thanks!
Oct 20th, 2009
Sara
I’m working on a logo right now and I almost forgot longevity is the key to a successful logo.
Great article. Thanks!
Oct 25th, 2009
jasmine kelley
This is going to help me TONS with my school project thank you so much for these tips, im very excited and FULLY inspired
Oct 28th, 2009
Ovi Dogar
Hey David,
Thank you for these great tips…
Keep up the great work!
Ovi Dogar
Nov 9th, 2009
mayda
thank you again david
my students can’t seem to grasp the importance of sketching,I put 20% on sketching for every assignment and will not look over any idea done on computer, they are starting to get the jest of it.
i would add n# 11, in the back of the designer’s mind that the logo is going to work on diverse platform, with all this new technology
Nov 10th, 2009
Terri Cameron
I will be buying your book! I was wondering one thing though…what are the rules for designing a logo that isn’t a trend?
Should I stick to an iconic logo with no type? What type of fonts should I use to not be following a trend?
Nov 19th, 2009
David Airey
That’s great to know you place emphasis on sketching, Mayda. I’m sure your students will come to appreciate it, too.
Terri, thanks very much for the book support. As for trends, if you see everyone else doing it, try something else. Good luck!
Nov 23rd, 2009
Robert Jakobson
Ahhm, this is actually terrible advice. I bet lawyers who have a fun logos ( well not comic sans fun but you know what I mean – a comical outlook with style..) make a ton of more money than those that stick to the stereotype you are advocating.
Contradiction and contrast, the stylishly comical, are far more effective communication tools than a classical approach that is fake in nature. Even more so, does not sticking to the stereotype conflict with the first advice of not having food, forks in resteraunt logos.. etc..?
And also if you ever interact with children sincerely you will notice how serious children can become in just a drop of a second for no reason obvious to you – the idea that children are always fun, fun, fun is true in a sense but kind of a perverted mindset – anyhow most things that you as an adult think are funny to children are to them actually quite uncomofrtable to experience. Think of all clowns in the world who want to amuse children but only frighten them… This happens everyday, you want your logo to actually miscommunicate to the audience but stay true to the prejudice?
I bet the same applies to lawyers or to any other field. Stereotypes rarely capture the essence of the expectations of the real audience, but they are a creative way to be tyrannical I quess towards your subject.
Think about that.
And leaving trends to the fashion industry is just plain dumb. Have you ever heard of the history of typography, even history of art in general? Obviously you have, but are not Trends, Style Periods, name them what you will, a good way to systematically approach different styles of working.
Nov 28th, 2009
David Airey
Hello Robert, you’re more than welcome to call my advice “terrible” and “dumb.” I disagree, but your questioning is welcomed.
Dec 9th, 2009
Robert Jakobson
And you are correct, I only said that your advice is dumb and terrible, you can be a fine person for all I know. But, You cannot argue against me, because none of what I say is against reason or only emotional responses limited to myself.
Ah, your advice is good way to make money and marketing recognition for you but not for your readers. People will agree with you just to get approval and think they know the essence of design or what not, based on your words, but nay say I – this artistic trip is much longer and complicated, like it or not.
Anyway, good luck with your book, you are a successful businessman and a marketer of ideas and concepts not a creative person. I am neither, just a simple, sober student of art, design.
Dec 10th, 2009
David Airey
Thanks for the good luck.
You mentioned that lawyers who have fun logos make a ton more money than those who don’t. I’d love you to list examples.
You also say I’m contradicting myself in two points, but just because I believe a lawyer logo should give an air of trust, professionalism, etc., doesn’t mean it needs to show the scales of justice.
Dec 10th, 2009
Eagle Imagery
Robert, you’re very quick to criticize (even with your self-proclaimed lack of experience). I’m assuming the site you’ve linked to is yours? “Get the Strict Rules and Discipline of Web Design”? It doesn’t even work in IE7. ‘Epic fail’ as they say…
Students talk the talk. We (experienced designers) walk the walk too.
:)
Dec 10th, 2009
John
Interesting discussion between Robert and David. It’s brave and elegant on David’s part the way he took criticism. Robert, you are young and bursting with ideas that need direction. You will come to terms with YOUR CREATIVE ENERGY with time. You’ll are a great designer in the making, I am sure. I am not David’s advocate, but his efforts in the service of disseminating knowledge should be appreciated.
Dec 11th, 2009
David Airey
Hi John, thanks very much for the kind words.
Dec 17th, 2009
Cassandra
Great “to-the-point” list.
I have also found that explaining these ten “guidelines” to the client helps. They feel like they are learning something and are part of the process. They also tend to be more respectful of the craft. Not all the time, but they appreciate me taking the time to explain (and then I can really hit a home run and sell my favorite concept).
Thanks John!
Dec 30th, 2009
sakshi
Hi David
Although i am new to the graphics field but am sure your tips will really help me in creating some of the best logos for my clients.
Thanks alot for sharing such a treasure.
Jan 16th, 2010
Erin
Nicely done; good common sense, and a nice checklist to hang onto for creative blocks. Can’t wait for the book!
Jan 28th, 2010
Ana De Leon
useful tips :)
Feb 7th, 2010
Graham Ford
Amazing tips, thanks very much.
Feb 16th, 2010
Ana De Leon
I agree with all the tips given except for the first one because I truly believe in the relation between logo and branding. Logo’s function is to create an impact in the audience to become memorable; hence it should convey the company’s purpose
Mar 1st, 2010
Mark
A logo *only* becomes memorable through branding (use and repetition). Simple. You never see a logo once – and a year later you still remember it. No one has yet created such a beast.
Mar 1st, 2010
Rajesh
Thank you very much about this to-the-point and accurate tips. Actually I was thinking exactly opposite while designing. So nice of you. Thanks again.
-Rajesh
Mar 23rd, 2010
Jason Kwok
An enjoyable read. The article has many good points. I tend to always work in colour first and see how it looks in black after.
Apr 10th, 2010
Lee Garverick
Thank you David. This is very helpful for nonprofits working on a shoestring.
Jul 19th, 2010
Wanda James
I’m surprised at all the people who are so agog over these tips– I think I learned those in the first six months of design school.
I’m sort of “The Emporer Has No Clothes” type of person– I personally don’t fall over dead with admiration over the IBM logo or the Apple logo. Come on people– one is the basic initials of the company (brilliant) in a run of the mill serif font, and the other is (or was) a rainbow apple that depicts the name of the company – Apple. Gosh. I’m staggered. : ).
Here’s the other thing- about trends. Maybe designers shouldn’t follow them, but their clients sure do. Just go to logosauce.com and look at what’s winning– the flashy, throw-every-gradient-you-can-into-it designs are catching the clients eye.
Maybe someone should write a book called “Designing for the Real World”.
Further to that– a lot of Paul Rand’s designs would today be considered too busy, too dull or just plain hokey. So much for not following trends.
Just my thoughts….
Oct 6th, 2010
Sachin Gupta
Excellent tips! It helps to focus the design logo, it’s work as checklist while designing.
Thanks for sharing.
Nov 17th, 2010
Kamau Robert
Hi David,
I’m not even a designer, just one of those people trying to find their place in the business world, but I really appreciate the sharing of experiences.
I am looking at designing my first real corporate logo for a small firm so I thought of looking around to learn from others.
Wish me luck.
Thanks for the advice.
Rob.
Dec 2nd, 2010
Marius Wathne
Great shortlist to keep in mind when designing logos. Thanks :)
Dec 6th, 2010
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