This article serves as informal online guidelines on logo design.
You are an experienced designer?
Then it would be useful for you to refresh in mind all the recommendations thoroughly spoon-fed by your first art director.
Being a weasel in design isn’t the worst possible scenario as you are open for everything new. So, take your laptop and read the instructions of the experienced “sea dog”.
At the beginning, you need to find a logo design order, Cap.
A good order is half the battle.
In order not to make fool of yourself and not to lose your face in front of the client, you need an action plan that would involve the following points
If you have more or less clear brief with logo description from the client, you should first proceed with the search for new ideas on the given topic.
Behance, Dribble or Pinterest can be of great help. It’s not as if you should steal the first available idea from someone’s portfolio. Of course, no! Shame on you if you did. By dealing with numerous examples, you analyze each piece of work trying to improve it and see the most essential in it…what hasn’t been used before, but has luckily come to your mind.
Running ahead of the story, let’s have a look at the basic rules of logo design.
READABILITY is the first if not the most important rule that is often neglected by designers. The logo should be easily identifiable, as nobody’s gonna spend more than a few seconds thinking about what the logo stands for. Life is hard enough to demand some clearness and simplicity – and especially trustfulness. A minimalistic logo has the power to capture more attention and establish more credibility. Basically, that’s why we underline readability as the major rule.
ADAPTABILITY. A logo should be timeless – that is, it will endure the ages. Consequently, pay attention to keeping it relevant. Obviously, you will have to make some amendments to your logo in a matter of years, let’s say refresh its outer look and inhale a new life in it, but the general concept will remain the same.
MOOD and MEMORABILITY. Positive mood leads to memorability. Positive emotions associated with the logo, increase the chances to recall it in memory next time you see it.
DYNAMICS. Even the simple logo should be dynamic, not static. Dynamics makes a logo recognizable and effective. No dynamics - no life. There are lots of methods to reach logo dynamics, including color, shapes, lines or even fonts.
CORRECT ASSOCIATION. If logo raises the correct associations, the desired effect is reached. In a case of failure, review your concept and fix the mistakes.
What a nice word. If you managed to plot the correct vector, get down to sketching!
Shame on those designers who from time to time don’t lead the notes of their own ideas. Nothing lasts forever, much less memory. If the idea comes up in your mind, grab a pencil and do your sketching until the late evening and it’s time to go home.
Finally, tons of paper are wasted, a search of ideas is successfully completed, a number of variants are confirmed.
Try to choose only those, which reflect the mood and correct associations of the logo.
I wouldn’t recommend showing your sketches to the client, due to the fact that your vision of realization may be different. So, it’s much better to show the concepts after some polishing and visualization.
Render your idea
Use only vector editors to render the logo. Please, no raster!
When it comes to logos, the vector plays the major role. It has it all, what raster can’t give. Especially, quality. File extension allows zooming the object without loss of pictorial sharpness. Isn’t it amazing? I still don’t understand those people, who render logo in raster editors. In my opinion, it’s some kind of disrespect to your own work. At some point, you will need more images and will have to do the same work twice… Have some respect for what you are doing.
Finally, let’s cut to the chase.
Product sale to client
Do you think that required concept will mark you triumph? Hold your horses, you still have to sell your idea to the liable client.
When the logo is there, don’t hurry to demonstrate it as an ordinary image. When you represent it that way, be ready that the client will not be totally satisfied with the result as he wants to see how the logo will look in a real life. Let’s say on the website. Thus, prepare a small presentation involving several sections, one of which should be a plain logo image. Then we have a section with the graphical description of your idea where you demonstrate a couple of elements combined as the basis of the desired logo symbol.
The final section will involve the mockup of your laptop screen displaying the logo on the website. Ace up your sleeve by using not just a graphical presentation, but also a verbal one. Add some background information about the logo project - it would definitely make it look more alive.