Logo design: the most intricate dance of simplicity, memorability, and message conveyance that we are asked to create. Being the most important visual for a business, logos are often the most time consuming, tedious projects you will receive from a client. But don’t be nervous! Let’s take a professional’s tour of the process:
- Pro Tip 1: Research, research, research!
Clients range from “I have no idea what I want” to “I want this exact thing!” Chances are your client will lean more toward the former. Successful, client-approved logos are not just hatched on a whim in a design program, so do your research.
- Know your client’s industry, services / products, and their design ideas (if any)
- Have your client research logos they like and why
- Google a wide range of:
- Competitors’ logos
- Logos in the style your client requests
- Potential illustrative icons and elements
- Useable fonts (see below)
Bring it all to the table with your Client and narrow it down to a firm direction
- Pro Tip 2: K.I.S.S. theory (Keep It Simple, Superstar—rather than “stupid”)
Clients will sometimes ask for every relevant vector, frilly font, and color in the book…for real, they will. Be strong! The best logos are succinct, direct, and memorable. Avoid excessive patterns, too many illustrations, illegible / crazy fonts, etc.
- Pro Tip 3: Fonts-finding
As “fun” as Curlz and Comic Sans are, their place is not in good logo design. In fact, many popular brands and signage use Helvetica or Helvetica Neue (Nestle, Crate & Barrel, Target, 3M, American Apparel, etc.)–there was even a Netflix documentary on it! The best logos use clean, simple, and legible fonts. More specifically, one’s that read well in both small and large sizes. Also, make sure to only offer fonts that are cleared for commercial use, most free fonts online are for personal use only.
- Pro Tip 4: Design in black & white first
In your final logos deliverables you should provide your client with a color and black & white version for their array of uses. Designing in black & white is harder than color, so start there. If it works in black & white, it will work in color.