LOGO DESIGN TIPS
Logo design is important because it is a face of a brand. It’s the first impression so it needs to be designed well or it can damage a brand. When designing logos follow these 10 tips.
1. K.I.S.S (Keep it simple stupid)
Never over complicate a logo, keep it clear, concise and simple. If it’s too complex you will confuse your audience and they won’t understand it. Simplify the logo as far as possible, using only essential elements to get the message across. People of different cultures and ages must be able to tell what the logo is from the first look.
The more simple the logo is it will increase the chances of someone remembering it when they walk away. If you ask a person a few minutes later what they saw and if they can’t then redraw the logo or describe it then your logo is not working. It has to stand out and be effective so customers can identify it anywhere in the world, on the street or even online.
A logo should reflect brand values and be consistent on every platform it’s designed in. Whether it’s a mark, logotype, icon or on a website it has to be consistent with colour, shape, spacing and form. Style guides can help in ensuring that the logo is consistently applied when you hand it over to the client or another designer.
Always double check your logo’s and understand the client brief before starting to designing. If you’re designing for a corporate client who owns a law firm or a bank you wouldn’t use a curly script font. Always keep it appropriate for the client’s audience, avoid sexual or violent connotations within the logo because it can have a negative impact on the brand.
5. Black & White
Design in black and white first so you can focus on your ideas and no worry about colour and fine details of the logo. It helps your eyes difference between space, shape and composition to design a logo that will work and have a greater impact. Don’t rush to effects and colour first focus on basic shapes and always sketch before you jump into illustrator.
6. Avoid effects
Don’t spam effects with gradient, strokes and drop shadows. So many young designers do this and it will make your logo look like crap. Avoid effects unless you’re designing for a video game, or have a specific brief from a client. Using effects will distract the viewer from the internal meaning of the logo and makes the logo look unprofessional.
The importance of type choice will have an effect on your brand, as it is the core ingredient to any brand. Type is seen as part of the logo, print and even web so it needs to have the right feel. There are so many type options: san serif, serif, script, slab serif or even a brush font. Pick the style that will speak to your customers in the correct way. Something that will reflect brand goals and mission while being authentic.
Colour choices are crucial when it comes to a logo, It determines the emotion a person feels when they look at your logo. Each colour has a different response and evokes an emotion. Use it wisely do research on your target market and how they will be interacting with the logo.
Flexibility is important especially with so much technology these days, instragram, snapchat, dribble, iphones etc. The logo should have scalability, always think how it’s going to be used in context. It needs to be able to be scaled really small for an app icon or really big for a billboard. The only program that will allow you to design and these types of sizes in illustrator, because it’s a vector program. Illustrator is my go to tool when doing logos not photoshop or paint which I see young designers using all the time.
Company logo’s shouldn’t have to be changed every year, it should have longevity. A logo should be able to stand for 3 – 10 years and be timeless. Stay away because they fade and so will your logo, it needs to be designed for the business and it;s needs for the long term or else it will fail.
Apply these tips and you will see your logo designs improve :). Logos are the door to a brand so it’s important to design it right to maximize brand value.
Watch the video here: https://youtu.be/hN_y_keArJ8