Creative Bloq has put together a great compilation of all things logo. With links and videos, covering things from the grid, to negative space, it is really an education in logo design. It lives up to it’s heading “everything you need to know.” Here is just one of their 65 tips.
Tip: Learn Logo 101
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 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 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.
Read the complete article: 65 expert logo design tips from Creative Bloq.
Read about my logo design process here.
Recently, as I worked on a logo design for a local art studio, I thought about how my process is the same for every logo project, and has been the same for years.
- Client interview. One of the most important steps! Learn what the client is looking for, the image they want to portray, and if they have ideas of their own, color preferences, etc.
- Pencil sketches. I always start with a pencil and paper, and sketch out as many concepts as I can. I also try to explore the logo as different shapes.
- Font analysis. This is where I go through my font catalog, and find different font options that support my concepts and the “feel” we are going for. I view the company/client name in the different fonts, and narrow the choices down.
- Create/find artwork. I draw (on the computer) any artwork/illustrations that will be part of the logo. If you aren’t comfortable with illustration, look through stock image sites, for artwork you can incorporate into your designs. Vector files can easily be customized.
- Logo design in Illustrator. I work in Illustrator, to bring to life my pencil sketches. Often I’ll scan them, to use as a template for the designs. It’s important to create the logo as a vector file (for enlarging, etc.). A vector file can be rasterized (and saved as a jpg, etc.) but not the reverse.
- Explore several options. I like to develop several versions to present to the client. Often I step away from the process for a night, because I come back to it with fresh ideas.
- Present the best ideas to the client. Some people don’t like to present too many options, but I think clients like choices. It’s very subjective. The logo I think is the best, might not be the one they prefer.
- Client input. What the client thinks is the most important thing – if they want to change elements of the design(s), or even don’t like the first round of versions, it’s important to remember the logo is meant to be a representation of them. Often people have to see something to realize it works (or doesn’t).
- Present revised design(s) or new versions. After the client’s input, I make the appropriate revisions or, occasionally I have go back to the drawing board (step #2 or #5). Usually working with the client through 1 or 2 rounds of revisions, will bring us to:
- Approved design. My goal is a happy, satisfied client.
Want to see some of the logos I’ve designed? Click here: Eileen McKenna Logo Portfolio.
Your marketing materials should have a consistent look. Whether it is a business card, trifold brochure, presentation folder or letterhead, each piece in your arsenal should reinforce your identity and brand. It should be obvious they belong together and represent the same company.
If you have the budget to hire a professional Graphic Designer, they can create a corporate identity for your company. It is helpful to start the design process with an overall approach, rather than the design of a specific piece, but it doesn’t always happen this way because of budget and need.
Here are a couple of tips, to creating a uniform Corporate Identity:
- Commit to your logo! Whether it is a new or existing design, do not change your logo each time you use it. It should appear in a similar way on all marketing materials. There should be a limited number of acceptable color variations for use on different backgrounds.
- Pick a color palette. Similar to designing a room and picking paint color, window treatments, accent pillows – pick a main color and one or two accent colors. The color palette should compliment your logo.
- Use the same fonts and no more than three. In graphic design there is a “three font” rule. Never use more than three fonts in a piece. Keep in mind that the regular, bold and italic versions of a certain font are, in this case, three different fonts.
- Select a style of photos or illustrations. Select a certain type of image – black and white photos, duotones, color photos, simple two-color illustrations, four-color detailed illustrations, etc. By committing to a style of image, you can use different images in different pieces, but still maintain the same look.
To reinforce your brand and identity, keep a cohesive look across all your marketing materials by using the same logo treatment, colors, fonts, and imagery. This also applies to your website, email campaigns, electronic newsletters, and social media. Just like the rooms within a house, prospective clients should feel they are in the same “place” whether they are looking at your business card, brochure, or your website.
If you’d like more info on my services, please visit my website eileenmckenna.com
If you are interested in reading about my artistic side, visit my blog mycreativeresolution.com
Copyright 2015 Eileen McKenna. All Rights Reserved.